What does it actually take to run a solar install business in 2026? Live from the LONGi stand at Solar & Storage Live 2026, five people who do it every day talk customers, leads, kit, admin and standards.

Sam Waxman (Waxman Energy), nearly 20 years in, says the industry has gone from constant firefighting to finally planning ahead. Ben Price explains how Heatable works with local installers, pays them the full rate and takes the DNO, MCS and NAPIT red tape off their hands. Ben Fogg (Evo Renewables) says customers now buy on the tech spec, not the double-glazing pitch, and with the app and the data in their hands, "there's nowhere to hide". Dan Holliday (DMH) on why people buy from people, and holding his team to the highest standard. Plus Alicia Reid (Tomlinson Longstaff) and Michael Stott on support you can get hold of, and lifting a 120 kg battery.

In this episode:

• From firefighting to planning ahead

• How Heatable works with local installers

• Selling on the tech spec, not the sales pitch

• Customers chase brands

• YouTube vs buying leads

• Nowhere to hide: honesty and no package deals

• 5% VAT: a boom coming?

• Taking the red tape off installers

• Choosing your panels and kit

• Support, and the 120 kg battery

• Keep learning

• Holding your team to the highest standard

Chapters

0:00 Cold open

1:05 Welcome to Only Panels

1:13 Sam Waxman: from firefighting to planning ahead

2:28 Ben Price: how Heatable works with local installers

3:49 Selling on tech spec, not the double-glazing pitch

5:20 Customers chase brands

6:47 YouTube vs buying leads

7:41 Nowhere to hide: the customer has the data

9:28 5% VAT: boom or bust?

10:40 Taking the red tape off installers

12:36 Choosing your panels and kit

15:09 Support, and the 120 kg battery

17:10 Keep learning

18:14 Holding your team to the highest standard

19:11 Wrap-up

Guests: Sam Waxman (Waxman Energy), Ben Price (Heatable), Ben Fogg (Evo Renewables), Alicia Reid (Tomlinson Longstaff), Dan Holliday (DMH)

With Sarah Wallace and Phoebe Cho (LONGi)

Hosts: Dan Holliday (DMH) & Michael Stott (East Renewables)

Recorded on the LONGi stand at Solar & Storage Live 2026, NEC Birmingham.

Train with A121 Training (book at a121.co.uk):

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• Gateway, Battery & Inverter Masterclass: 1-day course

• Level 3 Solar PV: 3-day course designed to meet MCS requirements

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