In a recent episode of the Snoball Effect podcast, Todd Jensen sat down with Addison Houston, an R&D specialist at Metaverse Solar and the founder of FaithFunFuture!, a solar design, education, and consultancy firm. Addison shared valuable insights into the world of solar entrepreneurship, emphasizing three key themes: innovation with customer-centric strategies, education and value-driven approaches, and the importance of networking and leveraging technology.
Key Takeaways
- Innovate: Innovation should be about improving existing systems and addressing actual problems, not inventing new ones. Addison stresses the importance of understanding who your real customers are.
- Educate: Addison emphasizes educating customers rather than focusing solely on sales. He believes in meeting homeowners where they are, addressing their objections, and providing the information they need.
- Network: Building a wide network and leveraging technology for connectivity and content production are crucial for success. Being a producer of content rather than just a consumer can boost personal and business brand visibility and credibility.
Innovation and Customer-Centric Strategies
Staying innovative as a team is a trademark of success, especially in entrepreneurship. But many people have the misconception that innovation means coming up with the next big life-changing invention. Addison debunked this myth when he shared, “Oftentimes being innovative just means doing something better that's currently being done or finding a value proposition in a system that already exists.”
Addison has also seen businesses struggle so hard to find a value proposition that they set out to solve a problem that no customer actually has. He expounded, “A lot of businesses try to solve a problem that no one has. And that's where a lot of them hit a rut is they're solving an issue that sounds cool, but it's almost like they're going out of their way to invent an issue.”
When searching for that existing customer pain point to innovate upon, you need to know the difference between a buyer and a customer and focus your marketing efforts accordingly. Addison stresses targeting specific demographics rather than trying to appeal to everyone.
He advised, “Everyone is not your customer. Just because you see a lot of people of varying ages and backgrounds use it doesn't mean everyone's your customer. All those people are united by a certain problem.” This targeted approach helps in effectively addressing customer needs and can lead to success in go-to-market strategies.
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Schedule DemoEducation and Value-Driven Approach
One of the problems that Addison solves with his own company, FaithFunFuture!, is bridging the education gap, specifically in the solar industry. He further explained, “A lot of people are interested in solar, but they don't know where to start. A lot of people just need the education. The value that I'm seeking to bring is educating people on the best way that solar and sustainable energy can be incorporated into their lives.”
This is something that Addison is passionate about beyond how his business helps others. He believes that the key to success in the solar industry, and other industries, lies in educating customers and providing value beyond mere sales. This strategy aims to build trust with customers and position businesses as reliable partners in the customer’s journey.
On the flip side, he is not fond of the aggressive sales tactics often seen in the solar industry, noting that they contribute to a negative perception of solar companies. From his own experience, Addison pointed out, “They're quick to kill the deal because they're too hungry. They're too overzealous. They don't answer questions. The customer doesn't listen to what they have to say. And then they wonder why they only have a 5 percent close rate quarter to quarter.”
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Addison Houston
Owner @ FaithFunFuture!
"They need to start being more educational and cut out the sales pressure."
Addison’s solution to this problem? “They need to start being more educational and cut out the sales pressure.” This approach not only helps in building long-term relationships with customers but also enhances the overall reputation of the solar industry.
Networking and Leveraging Technology
Another cornerstone of Addison’s success is his commitment to networking and effectively utilizing technology. He recently visited his alma mater, the University of Houston, and spoke about building a wide network and connecting with people. In regards to this experience, he recounted, “I had the opportunity to go there and essentially articulate the importance of maintaining a wide network and connecting. Oh my gosh, the amount of opportunities you get inbound from just putting your name out there and just connecting with people and showing them your value.”
Addison also encouraged everyone to start thinking more about their personal brand. What do people associate with your personal brand? What do they see when they look for you online? How can you change that? He shared this critical piece of advice: “Stop just consuming content and actually put out content. That's the biggest way you're going to see an influx of people to your brand because your personal brand is important.”
Pro Tip:
"Stop just consuming content and actually put out content."
By producing content and actively engaging with others online, you can attract more inbound opportunities and build a strong personal and business brand. Showcase your expertise and how you provide value to establish credibility and trust within your industry.
As you use technology to network, produce content, and shape your personal brand, you’ll find that people start to reach out to you more often. Addison depicted, “The greater that circle you build, you know, you're able to expand yourself and people are able to, ‘Hey, that guy, he knows this. I'm gonna hit him up for this.’ It's very hard to do that when you have a limited network.”
Focus and Pursue Opportunities
In his final thoughts, Addison encourages all business owners to prioritize what they’re best at and what’s most important. Many times people split their focus between too many things, and it doesn’t pay off in the long run. Addison uses this great analogy to wrap up:
“If you're trying to juggle too many different plates and focus on too many things, you're going to drop all the plates. So if I could just encourage someone with that, it would be to focus on what you're the best at and attack that wholeheartedly.”
Addison Houston’s insights provide a valuable roadmap for entrepreneurs in the solar industry, but also for others looking to be successful in a variety of industries. By adopting a customer-centric and innovative mindset, focusing on education, and building a wide network through technology, businesses can foster trust, establish credibility, and achieve sustainable success. As Addison aptly put it, “Opportunities will come if you just continue to stay faithful and pursue them.”
