I realized this was a major issue for business people when I started talking to them. Most businesses had already been approached (some multiple times) about having solar, had someone trying to sign them up on a system they had little or no knowledge of.
Furthermore, some had also had salespeople call them to the point of harassment to sign on, with little or no explanations as to what they were purchasing!
I quickly realized that there was a real problem out there. most companies were indistinguishable from each other, they all sold the exact same product, and most were truly expensive, up to 3 times the price of what it should be.
This left a bad taste in most people's mouths, as the premise of saving money was attractive and undoubtedly needed, and not being able to understand the difference in the market left many frustrated moving it to the "too hard basket" not wanting to go through the exercise again any time soon.
Armed with this knowledge, decided to do the opposite to everyone else. I made it my personal mission to be a trusted advisor in all my dealings, looking to forge a long term relationship with businesses, not a "fire and forget" relationship. Be there as a business partner when it came to their energy, not "just another sales rep".