04/23/2026
I'm not a salesman. I've never considered myself one.
I came up as a Navy electrician. Eight years in the fleet. Then industrial automation, CNC programming, PLC ladder logic, field repair on overhead cranes, life-safety panels for Siemens. Builder. Technician. Operator.
That's exactly why I should be the person writing this book.
I fell into solar in 2019. I learned the job the same way I learned every trade before it. By studying it, practicing it, and respecting the people on the other side of the conversation. I didn't want to be a closer. I wanted to be useful.
Turns out, that's what homeowners wanted too.
Six years and 42 states later, the lesson is the same one I would've trusted on a tool belt. Whether you're selling panels, roofs, pest, alarms, fiber, windows, or water, the rep who earns a clean pipeline looks the same. Honest. Curious. More interested in the fit than the close. The product changes. The posture doesn't.
Every D2D industry is riddled with bad blood. Our industries earned the skepticism, one oversold contract at a time.
I wrote this book to bring some humility back.
"Solar Doesn't Sell Itself. They Have to Buy You First" is built on the Protector Method. A framework for people who'd rather be trusted than trained to overcome objections. No pressure tactics. No pitches that sound good at the door and fall apart at the install.
If you're an engineer, a tradesman, a builder, a veteran, an operator, or anyone who ended up in sales without wanting to be a salesman, this is for you.
Available now. $29. Link in the comments.