How to Build a Leader Brand in the RES Industry and Regain Customer Trust

The RES industry was supposed to be our pride. Ecology, innovation, savings. And yet – instead of a clear perspective – many customers today see disappointment. Not because of the technology. Because of people who couldn’t sell it honestly. Companies that left customers right after signing the contract – and disappeared.

I’ve been in this industry and supporting personal branding for years. I witnessed the boom – in fact, I participated in it. But I also clearly observe one thing: trust… cannot be sold. Trust must be built. And today, anyone who wants to matter – must start from this foundation. That’s exactly why I’m sharing my experience and knowledge with you.

Why customers have had enough (and what to do about it)

Consumer complaints about RES installations are growing. In 2024, the Energy Regulatory Office recorded over 8,800 complaints from prosumers and energy recipients – most concerning photovoltaics. Complaints involved not only billing errors or faulty service, but also the complete lack of response from companies when things got complicated.

The Office of Competition and Consumer Protection (UOKiK), in turn, initiated proceedings against several companies offering PV panels – indicating that contracts contained traps, while sales representatives used false images of “government officials” or “ministry grants.”

No wonder there’s skepticism: customers are afraid to mess with the power system because, for example, a selfie with an invoice says more than advertising.

Who should be your business card

Building your brand in this industry, you must remember one thing! If you work in RES – you’re not just another salesperson. You are an ambassador of the entire industry. You are that last hope when a customer clicks the link to your website and sees an empty profile and an e-book on the shelf. Companies that build credibility choose people who speak straight:

“My engineering team worked on this project, I know the roof problems, I know what service we provide. I don’t disappear after the invoice.”

This must be authentic. And you must show this in the meeting. You must inspire trust, a sense of security, show your expertise, knowledge. Convince that you provide a sense of security and actually provide it.

Five pillars of a RES industry leader brand

1. Knowledge

If instead of talking tariffs, you can explain details to a layperson in simple language and what further significance this has – the customer asks themselves “is it worth it?”

So if you’re talking about pumps, service, cooling – don’t speak the salesperson’s language, as if you wanted to push another contract like everyone else. Say it transparently, in plain language.

2. Authenticity

Don’t say: “Our product is the best in the country.” Say: “I’ll honestly explain why this doesn’t pay off.”

Such a sentence gives more credibility than ten 5-star reviews. The customer remembers that someone had the courage to say that something, for example, “doesn’t make sense” – and that stands out.

3. Visibility – but with purpose

“Visibility doesn’t mean likes, but the reach of your credibility.”

It’s not about investing in likes – but in expert blog reach. This is exactly what I try to do with my clients, building their expert brand. Because everyone today needs an expert. And the best one. And think about how many people from your competition left their customer, who is hesitating whether to sign a contract with you or not – a business medium in which there’s an article written by you, explaining how a customer should be served in the RES industry and when they can feel safe.

4. Care after signing the contract

The best RES salesperson is one who calls during the contract period and always answers the phone to the customer and doesn’t disappear after the invoice. This is very important if you’re building your image, in which you first provide a sense of security and second count on recommendations. The customer wants to be sure that there’s someone on the other side – someone who will always make sure the customer is satisfied.

Learn from the best

In California or Texas – RES leaders have the status of local authorities. They’re in the media, write webinars about incentive billing with energy storage, explain how to store surpluses and really save – without tricks.

The customer in Poland is changing. When they see an expert, they listen longer, share further, want to know “why,” “what if,” “what if the weather condition is different.” And you should be the one who answers. From camera, from microphone, from blog – before someone else does it for you.

What not to do to avoid ruining your reputation

• Don’t pressure forcefully. Excessive pressure discourages faster than competition.
• Don’t ignore difficult questions. If you don’t know the answer – say: “I don’t know, but I’ll check right away.” Sounds better than improvisation.
• Don’t promise the impossible.
• Don’t disappear after the contract. Even if the customer is silent for a long time – you remember that this is not the end – it’s the beginning of reputation.
• Don’t pretend to be an expert if you’re not one yet – aspirations and preparation are better than lies. The customer will sense it.

Leader is not a title. It’s a decision

You don’t need permission from your boss, director, or board of directors. You don’t need special budgets. The only thing you need – is a decision:

“I want to be a RES leader. I want the customer to think of me as someone who understands, knows, is really interested in the problem.” If you already know this, it’s the best start to consciously building your brand. Remember, strong Personal Branding counts here. The RES industry needs new quality. Those who are not afraid of respect, documentation, conscious marketing. Who understand that trust, and then ROI – is the key.

If you’re reading this – maybe you are that person. Time to stop hesitating. Time to show that it can be done differently: technically, but accessibly. Authentically – and effectively.

And if you managed to read to the end and want to work with me on your expert brand – I invite you to contact me.