Tony Rodriguez has spent nearly three decades mastering one thing: getting homeowners to say yes without feeling sold. In this episode, Hervé talks with the retail marketing leader behind lead generation programs for Home Depot, Sears, Macy's, Momentum Solar, and Current Home about why most solar companies approach marketing the wrong way. Instead of selling panels, Tony argues that installers should be selling what customers actually care about: what they'll do with the money they save. They explore why education beats pressure in the sales process, how to dramatically reduce cancellations by slowing down instead of speeding up, why company culture matters more than closing techniques, and how AI is reshaping both marketing and customer experience. If you're trying to generate more qualified leads, improve close rates, or build a solar brand people genuinely trust, this conversation is full of practical lessons you can put to work immediately.