How to Write Solar Proposals That Get Past Every Stakeholder

As a solar installation company, you don't just sell solar panels. You offer businesses a way to operate more sustainably, reduce costs, and meet their carbon reduction goals. Despite the clear value you bring, are you struggling to acquire customers?

Is it because businesses aren't interested in your offering? That’s far from the truth, especially when numbers paint an entirely different picture.

• The global solar market is projected to nearly double from $334 billion in 2024 to $609 billion by 2030.
• Meanwhile, roughly one-third of Fortune 500 companies have set near-term climate targets, with a similar number committing to carbon-neutral operations.

So if companies are lining up to go solar and the market is exploding, why are your deals still falling through? If you're facing a similar challenge, know that it all starts with getting your solar proposal right.

And in this article, we'll walk you through how to write solar proposals that address every gatekeeper's concerns, along with a framework that you can scale across your entire sales team, whether you're a team of one or twenty.

And on that sunny note, let's get started.

What is a solar proposal?

A solar proposal is a comprehensive document that outlines your recommended solar energy system, including technical specifications, financial projections, and implementation details.

For commercial installations, this document does more than just describe your solution. When you create a solar proposal, you can demonstrate that your solar solution meets your customers' specific needs and how solar energy can make a real difference.

This document is your chance to prove your expertise in solar power and reassure your customers that they're making the right choice, and hence it needs to make a compelling business case to multiple decision-makers at once.

Why your solar proposals aren’t landing (common pitfalls that we see)

At Qwilr, we work closely with hundreds of sales teams each year and analyse the data behind what actually drives proposal performance. We look at what separates proposals that convert from those that don’t, which sections get read, where prospects drop off, and what ultimately moves deals forward.

Guy Hall, our Product Marketer, breaks these insights down in the video below:

And while the above patterns hold true across industries, when it comes to solar proposals specifically, a few things consistently stand out:

Mistake #1: Proposal that does not speak to every stakeholder

The problem isn't that you're sending one proposal to multiple people; it’s that your solar proposal isn't easy to skim, navigate, or digest for each stakeholder's specific needs.

Take, for instance, when your champion forwards your proposal to the CFO, they open a 36-page document, scroll looking for the payback period, don't find it quickly, and reply, "Let's discuss later." That later never comes, and the same is true for others as well.

By the time everyone has finished searching, the deal has stalled, not because your solution is wrong, but because each stakeholder gave up looking for what they needed.

Mistake #2: Static PDFs that bury key info

Another thing we've noticed is that many companies still send static PDFs and expect quick answers, forgetting that digesting information takes time, especially when stakeholders need to compare options or validate numbers.

Interactive proposals are objectively better for two reasons:

• They let prospects explore scenarios on their own without waiting days for you to send a revised proposal
• They accelerate decision-making by giving stakeholders immediate answers to their "what if" questions. You can keep the engagement alive by removing the back-and-forth that gives competitors time to step in.

In a nutshell, when you give stakeholders the tools to explore on their own terms, you're not just making their job easier, but making it easier for them to say yes.

Mistake #3: Unclear or overly complex financial models

Sales cycles are long, and stakeholders are busy. Numbers matter in these deals, so when it comes to presenting your financial case, making sure your ROI is clear, comparable, and easy to validate.

The problem we see is that most solar proposals present financing options, but decision-makers can't easily compare them, or worse, it requires them to pull out a calculator and cross-reference three different pages to validate their numbers, which ultimately derails the deal.

Use dynamic pricing tables and quote blocks to give clients more control while communicating pricing clearly

Mistake #4: No clear path from "I like this" to "let's move forward."

A prospect likes your proposal, but now they need to track down a separate contract, print it, sign it, scan it back, and email it to you. Or they bounce between multiple tools and platforms just to move from "yes, I'm interested" to "yes, let's do this." Each additional step is an opportunity for the deal to stall.

That's why it's simpler when prospects can review terms, sign, and commit without leaving the document or switching between tools, eliminating the friction that kills deals.

How to write a solar proposal that gets past every gatekeeper

When we asked Chris Mohen, Managing Director at Environmental Solar Recycling Australia, for their advice, they said:

That's absolutely true. But before you can prove you do good work, you need to win the deal.

And in commercial solar, that means getting your proposal past multiple gatekeepers (the CFO evaluating ROI, the sustainability lead measuring carbon impact, the facilities manager assessing operational feasibility, and the executive team making the final call)That’s why it is crucial that before you even start writing the proposal, you have identified who the gatekeepers are, as each of them comes with their own priorities and veto power.

Here’s what it might look like in a real scenario:

Once done, the next steps are laying out the proposal in a way that makes it easy to convert. Here are a few tips:

1. Introduce your company and highlight your expertise

This is where you give your customer an overview of who you are, what you stand for, and why you're the right choice for their solar energy needs. Most solar proposals begin with an eye-catching cover page, which is essential. But your sales team can be creative with what comes next.

Here are two approaches:

• #1: Lead with social proof: Most companies save social proof for the end, but trust is built in the first 30 seconds, not the last. When decision-makers see "Trusted by 50+ commercial clients" or logos from their industry upfront, you answer their first unspoken question before they read a word.

Include client logos, certifications, and proof points like "127 installations, 98% on-time completion." Place this on page one or two, not page thirty-seven.

• #2: Embed a video introduction: If you're using proposal software like Qwilr, embed a 60-second video where your founder or lead engineer speaks directly to the prospect.
  

As Sydney Youngblood, a Senior Account Executive, puts it:

You can then follow up with the services you offer, the areas in which you excel, and what makes your approach unique. Maybe it's your cutting-edge technology, customer-centric service model, or innovative financing solutions.

Whatever sets you apart as a solar installer, this is the place to showcase it.

Read next: How to write an effective proposal cover letter

2. Perform a needs analysis for your client

This step is critical in any sales process because it shows you’re tailoring the solution to the client. What turns a basic needs analysis into a trust-builder is specificity.

Every client’s priorities are different. Some care about ESG commitments, others want to reduce operating costs or lock in predictable energy expenses, so it’s best not to assume you know what matters most.

Begin by understanding your customer's energy needs. This could include visiting their property, analyzing their latest energy bills, or having detailed conversations with the customer. Better yet, show them you've already started. Reference specific details from your discovery:

• "As [Contact Name] shared, your facility consumes 750,000 kWh annually, with peak demand charges driving costs during summer."
• "Your team mentioned wanting carbon neutrality by 2030—this system will offset 40% of your current emissions."

Make it clear that you aren't just offering a standard service but taking the time to understand their needs.

If they care deeply about the environment, explain why solar energy fits well with their values. Show carbon offset data and ESG alignment. If they're more interested in saving money, tell them how solar energy will reduce their bills and deliver returns in the long run. Lead with payback period, ROI, and 25-year savings.

3. Create an overview of the solar installation project

This section explains, in a clear and friendly way, what the solar project involves. It's easy to overwhelm your prospect with technical specifications and the intricacies of choosing and installing the right system, but that's where you might lose your audience, so simple is best here.

Start by introducing the solar project in a way that feels personal to the client. For a commercial installation, explain what the system will do for their business on a simple, practical level and let them see the benefits without getting bogged down in technical jargon and detail.

Save the deep technical specs for a dedicated section where the facilities manager or engineering team can dig in. In your overview, focus on outcomes:

• What problem does this solve for them
• How the system is sized for their specific energy usage
• What the timeline looks like from contract to activation
• What this means for their bottom line and sustainability goals

Think of this as an executive summary, where you give the CFO and CEO a 90-second overview of the value, then let other stakeholders dive deeper into their relevant sections.

4. Provide a detailed system design and layout

This section is critical because it bridges the gap between "here's what we're proposing" and "here's exactly how it works for your facility." For commercial installations, stakeholders need to see that you've thought through technical feasibility, operational impact, and site-specific constraints.

Here are a few things to think about:

• Explain how the solar panels will be arranged and why you chose this layout. Talk about how panels will be positioned to maximize energy production based on roof orientation, available space, and shading from nearby structures.
• Get into the technical details, but break down the key components such as panels, inverters, mounting systems, monitoring, and explain why each choice matters for their situation.
• Include a visual site layout showing panel placement and array configuration, electrical routing, and inverter locations, as well as areas excluded due to HVAC equipment, skylights, or structural constraints.
• Address operational concerns upfront as commercial clients worry about disruption.
• Include photos of similar completed projects to show what the finished system will look like, especially for corporate campuses and customer-facing facilities. Very easy to do this if you’re using Qwilr, where you upload the images using the image library function and directly embed them in your proposals.

5. Outline the product and material specifications

This section reassures the facilities manager and procurement team that you're using quality equipment and helps justify your pricing. Here are a few things to consider:

• Describe the solar panel technology and explain why it's best suited to the client's needs. For commercial installations, highlight efficiency ratings and production capacity. If you've selected high-efficiency panels, explain how they maximize energy output per square foot, which is critical when roof space is limited.
• Use this section to also explain the inverter choice simply. You can say, "We're using string inverters because they're cost-effective and reliable for large-scale commercial installations," or "Microinverters ensure maximum production even if partial shading occurs."
• Mention mounting systems and why you chose them. If you've selected ballasted racking to avoid roof penetrations or a specific technique for faster installation with less disruption, highlight that.

It’s also smart to include a warranty breakdown table, such as the one below:

6. Conduct (and include) energy production estimates

Here's where you show decision-makers what your proposed solar system will actually deliver (in terms they care about).

Start with the estimated annual energy production and translate it into business impact. For example:

• "This 500kW system will generate 750,000 kWh annually, covering 85% of your facility's current energy consumption."
• "Year 1 savings: $180,000 | 25-year savings: $2.1M | Payback period: 5.2 years"

From there on, explain how you arrived at these estimates. Discuss solar irradiance data for the location, panel orientation, and any factors affecting output (shading, degradation over time). Mention modeling tools like PVWatts if you use them—it adds credibility.

Finally, address performance risk upfront, because CFOs and executives need confidence that the numbers you're projecting will actually materialize.

7. Share the cost breakdown and financial analysis

Help your client understand every aspect of what they're paying for and why it's a good investment. Start with transparency, as decision-makers can't advocate for your proposal internally if they can't explain your pricing. Lay out all costs by category (some of these might include):

• Equipment costs: Solar panels, inverters, racking, wiring
• Installation labor: Design, installation, commissioning
• Permitting & interconnection fees: All regulatory approvals and utility connection fees
• Monitoring system: Real-time production tracking
• Warranty/service packages: What's covered and for how long

Be specific so they see exactly where their money is going, and when equipment costs are higher, explain why. Present multiple financing options and include a comparison table showing cash purchase, solar loan, and PPA with upfront costs, monthly payments, and other significant bits.

It’s also prudent to show the payback period and what happens after. Don’t be on the fence about sharing potential hidden costs upfront, as prospects worry about surprise expenses.

Qwilr users can use tools like ROI calculators that let decision-makers adjust assumptions—system size, energy inflation rates, financing terms—and see results update in real time. Through interactive pricing, they can even stress-test your numbers themselves without waiting days for a revised proposal.

We've seen this work internally as well. As our Head of Sales, Aaron Horton shared:

Lastly, highlight state-specific benefits as they strengthen your financial case, build trust, and show them that you understand their regulatory environment.

When you can say "This also qualifies you for [state program], which adds $X in incentives" or "This helps you meet [state mandate] compliance," you're solving multiple business problems at once, separating your pitch from the rest.

8. Create a timeline for the installation process

In this part, you guide your customer through the installation process and implementation plan, and address their biggest concern, i.e., disruption.

Break the timeline into clear phases with expected duration for each. Commercial clients need to plan around your work, so vague timelines kill confidence. Use a structure like this:

• Phase 1: Permitting & approvals (3-4 weeks) – We handle all applications with local authorities and utility interconnection
• Phase 2: Equipment procurement (4-5 weeks) – Panels and inverters ordered and delivered to the site
• Phase 3: Installation (2-3 weeks) – Racking installation, panel mounting, electrical work
• Phase 4: Inspection & activation (1-2 weeks) – Final inspections, utility approval, system goes live

Address operational impact directly, as facilities managers need to know this won't shut down their business. Don’t forget to build in buffer time and explain why. In our experience, data like this, if presented using a timeline or Gantt chart, makes it visually clear and the process feels manageable, and shows you've thought through every step. If using Qwilr, you can embed an Infogram to display it directly in your proposals.

9. Explain the required maintenance and customer service options

This section of your proposal should demonstrate how you will support your client after their solar panels are installed and operational.

Your customers should know they can call someone with any problems or questions. Tell them how they can reach your customer support team, e.g., via a phone number or email, and how quickly they can expect a response.

This reassurance can actually be a great selling point, too.

10. Proofread and review the proposal

Finally, ensure everything in your solar proposal is perfect. It's not just looking for spelling mistakes (though that's a good start!) It's also about making sure your proposal structure is clear and professional.

Review all the technical details, costs, and specifications of your solar sales presentation to ensure they're correct.

Take care to explain technical information in a way that is easy for the customer to grasp. Ultimately, you aim to ensure the customer can easily follow the conversation and fully understand the information you provide.

Qwilr’s solar proposal template and how you can use it

So far, we’ve looked at why solar proposals don’t land and what buyers actually need to see to move forward. The next step is turning that into a structure your whole team can use consistently.

That’s where a scalable Solar Installation Proposal Template from Qwilr comes into play. With our template, your team can reuse, personalise, and improve your solar proposal as your business grows.

Our proposal template includes the following blocks:

• Introduction: Start by giving the client a clear overview of what they’re about to review. This helps them understand what’s included and how to navigate the proposal.
• Understanding your needs: Reflect their goals and constraints so they feel heard. This shows you’ve tailored the solution to their situation.
• Your priorities: Connect your solution to what matters most to them (cost, reliability, or sustainability). Make it clear that their priorities are driving your recommendation.
• What success looks like: Paint a simple picture of the outcomes they can expect. Help them visualise the value of moving forward.
• 12-month goals: Outline what progress will look like in the first year. This gives them confidence in both short-term wins and long-term value.
• Our approach: Walk them through how the project will be delivered. This builds confidence in your process and execution.
• Service details: Clearly explain what’s included in your offer. This removes confusion and sets expectations upfront.
• Our track record: Show relevant past results and similar projects. This builds credibility and reduces perceived risk.
• Your project team: Introduce the team members who will deliver the work and their experience. This helps the client trust the people behind the project.
• Investment required: Present the cost alongside the value they’ll receive. Make it easy for them to understand what they’re paying for.
• Next steps/contact: Tell them exactly how to move forward or ask questions. Make the next action clear and easy.

Where deals are really won

Commercial solar deals are often won or lost in the proposal. The teams closing the most business aren’t just offering better technology, but they’re presenting it in a way that’s clear, credible, and easy for every stakeholder to get behind.

When your proposal reflects the client’s priorities, answers their questions upfront, and shows a clear path to value, it removes friction and helps decisions move forward faster.

If you’re ready to bring that level of clarity and consistency to every deal, sign up for a free trial to see how Qwilr helps solar teams create proposals that are easier to understand, easier to share, and easier to say yes to.