Greg first became my client in the summer of 2021, and I was immediately impressed—he was the only SunPower Master Dealer operating under the non-installing dealer model at the time, a true industry trailblazer. Over the past 17 years, Greg has sold solar to more than 5,000 residential customers, earning a reputation as one of the industry’s sharpest and most effective closers. While many struggled or fell out during SunPower’s collapse, Greg was already way ahead of the curve. I watched him pivot fast—partnering with new EPCs, building fresh teams, and bringing in top talent to weather the storm and keep dominating.

But Greg is much more than a closer—he’s a leader and innovator. He’s built powerful virtual sales teams and trained closers to dominate the market with presentations that don’t just inform but seal the deal. No matter the challenge, Greg doesn’t cry uncle—he adapts, pivots, and consistently dominates, staying well ahead of the competition.

A true pioneer and strategist who cares deeply about the business and his customers—let’s dive in and hear how Greg keeps redefining what success looks like in solar.

Anna: Greg, You’ve been in solar a long time—what got you started, and how did your approach evolve?

Greg: I started selling solar in 2008. For over a decade, I worked with installing dealers through SunPower. The hardest part? Getting leads. So when I launched my own dealership in Arizona in 2019, I said, Screw it—I’ll run the whole show. Calling, setting, closing. The first summer, I was writing 2–3 contracts a week and sold over a megawatt. It was all me. No excuses.

Anna: You’ve done a lot of in-home sales—but you also became known for mastering virtual appointments. How did that transition happen, and what made it work so well for you?

Greg: Honestly, I fell into it out of necessity. When the pandemic hit, no one wanted to open their doors, and in Phoenix, traffic already made in-home meetings a grind. At the same time, low interest rates, people with money, and boredom at home created the perfect storm for virtual sales.

I made a choice—I was either going to sit around and wait or build something that worked from my laptop. I leaned hard into virtual sales—built my pitch deck on Showpad, refined my process, and built a killer pitch deck. SunPower gave me priority access to lead share and granted me my own Master Dealership. Before long, I was sitting in five to seven virtual appointments a day. With momentum, volume, and speed on my side, I eliminated the wasted time of no-shows and traffic. It turned me into a machine—and showed me what sales could look like when you strip out the inefficiencies.

Anna: What did that look like in terms of volume?

Greg: My best stretch was writing 7 megawatts. About four were mine directly, and the rest came from reps I trained. I was definitely the main driver—I didn’t have time to babysit. If someone couldn’t keep up, they fell behind. I built the system, ran the appointments, and closed the deals. It showed me a new way to sell—more efficient, faster—but it wasn’t without its challenges. I did burn out toward the end running at that pace nonstop, but I always knew it wouldn’t last forever. It was, like I said, a perfect storm—when all the stars aligned just right.

 Anna: And now the market has shifted again. What’s your focus in 2025?

Greg: This is the year of reinvention. Solar is still a big-ticket sale, but in Phoenix—and really in many markets now—if you don’t pair it with a battery, it barely makes a dent in the electric bill anymore. Net metering changes and rate structures have shifted the economics, so customers aren’t seeing the quick wins they used to.

Because of that, I went back to my recession-era playbook—focusing on energy efficiency first. Things like attic insulation and duct leakage are huge problems that homeowners often overlook. In fact, most attics aren’t properly insulated, and ducts can leak up to 20% of their air. Fixing these issues can drop energy bills immediately, and I can sell that at around $40 a month.

It’s a much easier conversation to have right now compared to pushing a $250-a-month solar loan. People get it—it’s tangible, it’s affordable, and it actually improves their home’s comfort. This approach opens doors and builds trust, which is essential in a tougher market.

Anna: So you’re selling to a different type of customer?

Greg: Exactly. I’m not chasing whales or flashy high-end homes anymore—I’m focused on middle-market homeowners who want to make smart, practical energy decisions. Take, for example, someone with a $3 million home who plans to sell in six months. I’m not going to push solar just because I can make a sale. Instead, I’ll be honest and recommend something like adding two batteries and grid-tying the system to maximize value.

I’m not in this for the quick commission—I’m here to provide smart, honest advice that genuinely benefits the homeowner. That’s how you build trust and create a long-term brand, which in today’s market is more important than ever.

Anna: How do you stay competitive when other reps are selling the same product?

Greg: You don’t win by selling the same thing better. You win by creating separation—and that starts with your process. When I was pushing REC Alpha, so was everyone else. It turned into a commodity war. Customers would collect three nearly identical quotes, and nobody made money. So I pivoted back to Maxeon. Forty-year warranty, real tech advantages, and something most reps couldn’t touch. But it wasn’t just the product—it was how I presented it.

I built my own deck from scratch—86 slides, totally custom to how I sell. I walk the client through the product, the performance, and the real-life value. By the end, they’re not just sold on solar—they’re sold on me. I’m not reading a company pitch—I’m telling a story, and I control the narrative. I’m not just selling panels—I’m selling confidence.

Anna: So are you more of a consultant than a traditional closer?

Greg: I’m a hybrid. I educate, but I also guide. My job isn’t to push—it’s to help people get to a confident yes or an honest no. I’ll ask, “What do you think the next few sits will tell you that I haven’t already covered?” Or, “Has anyone actually explained it to you like this before?” Most of the time, they haven’t.

What sets me apart isn’t pressure—it’s clarity. I listen. I tell it like it is. And I give people the space to make a decision that actually makes sense for their situation. If they’re close, I’ll walk with them across the finish line. Not because I’m trying to close fast—but because I care enough to help them stop shopping and start moving forward.

Anna: And you’re expanding into new markets now?

Greg: Yes, but I’m being selective—looking for markets with strong NEM policies, solid utility buyback, and minimal need for batteries. Nevada checks a lot of those boxes. But I’m not just chasing policy—I’m building relationships. Some of my best new partnerships are actually coming through my manufacturer. They’re introducing me to installers and vertical companies that have volume but struggle to close. Their question is always the same: “Do you know a rep who can actually convert?” That’s where I come in.

I work best with partners who need a trustworthy closer. HVAC companies are a great example—they’re already in the home doing service or replacements. They ask the right questions—“How’s your roof? Ever considered solar?”—and when the timing’s right, they hand it to me. It’s not a cold call. It’s a consult. It’s warm, fast, and it converts.

Anna: Let’s talk about team building. How do you find the right people?

Greg: The mistake most solar companies make? They keep recycling the same solar bros—commission chasers who know how to hype a deal but not how to actually serve the homeowner. I don’t want that.

I’ll take someone with zero solar experience who has ethics, emotional intelligence, and a willingness to learn. I can teach product and process. But if you don’t care about the customer, if you just want to flash a $10K commission check on Instagram, we’re not a fit. This industry doesn’t need more hype. It needs people who actually give a damn.

Anna: Let’s talk about ownership in the sales process. What does that look like to you?

Greg: Ownership is everything. Once a lead hits your calendar—it’s yours. No matter where it comes from, you call the client, confirm the appointment, do your homework, and show up prepared. I’ve had leads ghost me for six months—and I still follow up by call, text, or email until they tell me to stop. I’d rather get a “no” than silence. Trust is built through honesty and persistence, not pressure.

I’m not here to force deals but to guide people to decisions that make sense. The best consultants don’t blame the setter, the lead source, or the CRM—they take full responsibility and show up even when the lead goes quiet.

Anna: Some reps say they avoid calling leads out of fear they’ll cancel. What do you say to that?

Greg: That’s fear talking, and fear has no place in sales. If you’re afraid to call, you’re not ready. I introduce myself, share my 15+ years of experience, and make it clear I’m here to help, not pressure.

If they want to cancel, that’s their choice—but most of the time, that call keeps the appointment alive. Avoiding the call only manifests the outcome you fear.

Anna: What do you think the future of the industry looks like?

Greg: It’s going to stay messy—and that’s part of what makes it both a challenge and an excitement. Solar will always face policy shifts, changing incentives, and utility hurdles. I’ve been through every so-called “end” over my 17 years, and one thing’s clear: the ones who survive are those who learn, adapt, and move faster than the chaos.

I used to think every bump in the road was a catastrophe—every change felt like the end of the world. But now I get it. This industry is a wild ride that demands resilience, grit, and patience. You don’t survive by hoping for calm—you survive by embracing the chaos and evolving with it.

Solar isn’t going anywhere. Sure, I could fall back on my real estate license like many do—it’s a safer bet. But where’s the fun in that? This industry matters. It’s here to stay, with a lot on the line—our environment, our future, and the lives we change every day.

Time has taught me this ride is just the start of a bigger transformation. Those who make it aren’t just survivors—they’re adapters. Real closers care, stay flexible, and embrace the chaos. That’s how you win.