Part of our series: Shining a Light on Trustworthy Solar
When In Broad Daylight exposed the high-pressure sales culture behind Texas’ solar boom, many Texans weren’t surprised. The stories of misleading promises, salespeople pressuring elderly homeowners, and vague contracts that led to heartbreak were all too familiar. We’ve seen it ourselves in the customers who come to Atma Energy looking for help after being taken advantage of. That’s why this blog series exists: to shine a light on better ways forward.
And it’s why we’ve built Atma Energy’s process to be fundamentally different, designed not just to deliver clean energy, but to earn our customers’ confidence from day one.
The Problem: The Pressure-Cooker Sales Culture
“Kneel for the deal.” That was the actual advice given in a Texas solar sales training reviewed by the Express-News. Agents were coached to target seniors, to say whatever it took to close the deal, and to hide the true cost of solar behind rebates and incentives that often didn’t exist.
Door-to-door sales agents operated with almost no oversight, making promises about federal tax rebates or "zero-cost" solar. Many of those promises turned out to be fiction, leaving homeowners with high-interest loans, underperforming systems, and no one to call when something broke.
It wasn’t just shady, it was systemic.
83% of solar complaints filed with the Texas Attorney General claimed consumers had been misled by a salesperson.
Some companies used bonuses, gifts, or even cash to push deals through.
Commissions of $10,000–$15,000 were added to systems, without customers ever knowing.
Atma Energy was built to be the opposite of that.
We believe going solar should be a decision made with confidence, not one forced under pressure. It should feel like you're taking control of your energy future, not being cornered into a deal.
The Atma Difference: Designed for Honesty
We don’t train salespeople. We hire Residential Solar Advisors—professionals whose goal is to support, not push. Our team is structured to prioritize service and clarity, which means customers get guidance without pressure. That allows them to make informed decisions on their own terms, never rushed, never sold.
We’ve even made a conscious decision not to hire people with prior solar sales experience, because too often, those habits are rooted in the pressure tactics we work to avoid.
We also:
❌ Don’t knock on doors
❌ Don’t cold call
❌ Don’t use fake urgency or deadlines
✅ Only contact customers who’ve asked to hear from us
Instead of training people to "overcome objections," we train them to listen, educate, and support. Our advisors are expected to work with homeowners at their own pace, not on a clock.
And most importantly, we put all the information in your hands before we speak to you.
That includes our publicly available solar design tool, where you can calculate your savings based on nothing more than your electric bill.
Real Stories From Homeowners
Zoe V. had already met with several solar companies when she found Atma. “The other companies had high-pressure sales tactics, which was a huge turn off,” she wrote. “ATMA was very good at giving me the information I was looking for while letting me decide on my own time.”
Julie R. shared a similar experience. “We really appreciate that the company is owned and operated by engineers. Everyone was very knowledgeable and full of detailed information. Very friendly with no sales pressure, and installed our panels very professionally.”
Julio V., a business owner, put it more simply: “No pressure salesman. It was an awesome experience from beginning to end.”
And Allen S., who shopped nearly a dozen installers, said: “No crazy pressure or shady tactics … They always maintained great communication throughout the process.”
These aren’t just good reviews. They reflect a consistent theme: Atma gave them space to breathe. And when customers feel informed and respected, they’re more likely to trust their decision, because they made it themselves.
What We Do Instead
Our RSAs aren’t trained to close the deal, they’re trained to give you clarity.
Using materials from our internal sales training program, we focus on:
Discovery: Understanding the customer’s home, usage, and goals
Education: Explaining what solar can and can’t do, including production realities
Transparency: Delivering clear proposals that explain costs, financing, and timeline
Support: Being there even after the sale is complete
We also prepare advisors to talk homeowners out of solar when it’s not a fit. If your roof doesn’t get enough sun, if your usage is too low to make solar economical, or if the timing isn’t right, our team is trained to say so.
As our training states: “A well-informed homeowner is more likely to make a decision that sticks. And one that they feel good about.”
That’s not just philosophy. It’s practice.
Why This Matters
Because the old way is still alive and well. Sales agents continue to push elderly homeowners into overpriced systems. Companies continue to rely on misleading pitches and disappearing support. And the gap between what solar promises and what homeowners actually experience continues to grow.
It’s not just bad business, it’s damaging a technology that could benefit us all.
Solar has the power to reduce energy costs, stabilize the grid, and make our communities more resilient. But only if it’s done with integrity.
We believe solar only works when it’s:
Based on consent and understanding
Transparent from first estimate to final install
Built for long-term performance, not short-term sales
And that begins with removing the pressure to say yes.
If you’re wondering whether solar is right for you, you shouldn’t have to wonder whether you can trust the person giving you that answer. At Atma, you won’t.
Try the Atma Way:
🌞 Try the design tool — See your solar savings instantly, without ever talking to us.
📅 Book a no-pressure consult — Schedule time with a Residential Solar Advisor who’s here to help, not sell.
📖 Read the previous story — Built for Trust: Our Public Solar Design Tool Explained shows how transparency starts before you ever speak to us.
Next in the Series: The Proposal That Speaks for Itself: How We Lay It All Out — Explore how our engineering-minded team builds clear, tailored solar designs and why every number on our proposal means something.