Provisional data from the Department for Energy Security and Net Zero (DESNZ) shows that 1.2 GW of solar was installed in 2024, the fifth-largest volume on record – but a decline from the 1.4 GW installed in 2023. [1]
Meanwhile, falling wholesale energy prices in 2024 offered UK business owners some much needed, albeit modest, relief from the elevated prices of recent years.[2] For those in the manufacturing industry, for example, 2024 delivered a 6.5% decrease in electricity bills YoY[3].
Source: Department for Energy Security and Net Zero, Quarterly Energy Prices UK July to September 2024 and estimated annual data for 2024, 19 December 2024.
So where does that leave the commercial solar market in 2025? Are we destined for low demand for energy-efficiency equipment driven by decreasing grid prices?
In short, no.
In fact, electricity prices are already projected to rise slightly by April, dip a little mid-year, and then rise again in the last quarter of 2025. This pattern is likely to continue for some time, with Cornwall Insight predicting that prices will remain relatively flat over the next three years, while wholesale prices will stay elevated for at least five years.[1]
The key issue here is that elevated energy prices have become the new norm. While high operating costs are certainly still a source of pain for business owners, they may be growing increasingly numb to it.
In a post-energy crisis world, where energy prices are no longer climbing at an accelerated rate and businesses have grown accustomed to paying high energy bills, how should solar installers navigate the commercial market?
Expert Insights: Strategies for success in 2025
We caught up with Smart Ease Sales Director Gaige Ross for his insights. Gaige is a former solar installer who has been heading up Smart Ease UK for over two years.
He’s helped facilitate hundreds of commercial solar deals in his time, and here are some of his top recommendations for installers planning their 2025 strategies.
TIP 1: The drivers for adopting solar have changed, so your sales approach needs to as well.
In the last year, with electricity bills where they’ve been, many of our Channel Partners are saying that projected energy-bill savings alone are no longer enough to convince commercial prospects to invest in solar.
As a result, solar installers really need to refine their pitch and make it work harder. Rather than relying solely on energy-bill savings, talk to your commercial prospect about:
- Supply Chain Risk: Businesses that fail to lower their carbon footprint may jeopardise future contracts as Scope 3 emissions regulations trickle down supply chains.
- Consumer Expectations: Sustainability is becoming a key purchasing factor. Studies show consumers are willing to pay nearly 10% more for sustainably produced products.[1]
- Energy Independence: An integrated solar and storage system can reduce reliance on the grid, providing protection against rising energy costs and potential blackouts.
By strategically framing conversations and asking the right questions, installers can identify the most compelling driver for each prospect.
TIP 2: Always offer finance and always sell the cash-flow benefits.
The most common objection we currently hear from commercial customers is some version of: “Installing solar is not a major priority at the moment so I can’t justify the cost.”
With energy prices no longer skyrocketing, the sense of urgency to reduce grid dependence has diminished. Installers must reinforce why acting now is financially beneficial.
One of the most effective ways to do this is by explaining the immediate cash-flow relief a business could experience by going solar.
An April 2024 survey by Armstrong-Watson found that 49% of businesses were worried about the impact of inconsistent cash flow and not having enough to cover their outgoings.[2] So the issue of cash flow is likely be a top priority for many businesses.
By investing on solar via a Payment Plan, a business is able to reallocate what it would ordinarily spend on energy to its solar repayments, and often enjoy leftover cash from their energy-bill savings.
In today’s business climate, a little extra cash each month is a powerful incentive to act quickly.
TIP 3: Adopt a targeted approach — it’s better to be a master of one than a master of none!
The most successful Smart Ease Channel Partners have mastered the art of targeting a specific market. This strategy is key when external market conditions aren’t necessarily in your favour and the sell isn’t as easy.
First, identify a segment with strong potential. Manufacturing and food production are energy-intensive industries where solar installations often deliver strong returns. Smart Ease has funded many projects in both these sectors — the commercials tend to add up.
Target prospects in these industries with highly tailored proposals that factor in their energy needs, government rebates, suitable equipment solutions etc. Position yourself as a specialist, ask for referrals and really nail the sector!
Final thoughts
The commercial solar landscape in 2025 presents both challenges and opportunities. While energy prices may not be spiking as they did in recent years, they remain elevated, and businesses continue to seek long-term cost stability.
By adapting sales strategies, highlighting broader value drivers, offering flexible finance options, and taking a targeted approach, solar installers can thrive in this evolving market.
[1] https://www.pv-magazine.com/2025/01/30/uk-adds-1-2-gw-of-solar-in-2024/
[4] https://moneyweek.com/personal-finance/605440/will-energy-prices-go-down
[5] https://www.pwc.com/gx/en/news-room/press-releases/2024/pwc-2024-voice-of-consumer-survey.html
Want more great commercial-solar sales tips? Schedule a call with one of our expert team members!