Solar Profile: Beth Spence, American Solar Direct

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Beth Spence, American Solar Direct’s Vice President of Sales and Marketing, prides herself on helping communities reduce carbon while improving the economy and creating jobs.

Please tell our readers a little about your background, and how you got into the solar industry.

Beth Spence: American Solar Direct

Beth Spence: American Solar Direct


I’ve been in the energy business for most of my career. Earlier on I worked my way up through sales support, sales management, marketing and operations for Energy Savings Group (now Just Energy), one of North America’s largest retail energy providers. I left that company and the energy space for a couple of years, but was drawn back in when the former CEO of Just Energy and current CEO of American Solar Direct, Brennan Mulcahy, contacted me about helping to build a solar power company in California. It was a great opportunity for me to employ my energy and direct sales background to the clean energy space. I jumped on board without hesitation. We started with a very small team in Los Angeles, and have now grown our staff at American Solar Direct to a little over five hundred, while receiving recognition for our noteworthy growth along the way!

How many years have you been with American Solar Direct?

September will mark 6 years at American Solar Direct.

Tell us a little about American Solar Direct and your role there.

American Solar Direct provides a full-service solar power solution for homeowners across California. We inspire homeowners to go solar for the benefit of saving them money on their utility bills and helping them reduce their carbon footprint. As Vice President of Sales and Marketing, I work with the executive team to establish goals, plan sales and marketing strategy and then oversee our corporate team and 5 field sales offices to ensure everyone is equipped with the proper tools to meet these goals.

What do you find exciting about the projects that you are currently working on?

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What I find exciting is seeing all of our collective hard work come together to support our overarching goal of providing the best residential solar solution homeowners. I work with an amazing team of capable and hard-working people and we strive to deliver the very best customer experience in residential solar. This industry is in a state of constant flux, so there’s never a dull moment!

I also find it exciting and rewarding that we get the opportunity to create meaningful work for people in their local communities through what we do. How amazing is it that when a homeowner chooses clean and affordable power, they’re also putting local residents to work in great jobs in sales, installation, customer care and administration? It’s an industry and an opportunity unlike any other in terms of what a contribution we can make to the economy, to the environment, and to families.

If you were to choose three words that you would like readers to associate with American Solar Direct and its products, what would they be, and why?

Reliable: we pride ourselves on doing the very best work in the residential solar business. Our systems perform and are backed by our guarantee.

Innovative: we stay ahead of the curve on the best equipment and financing options; we’re always looking for ways to bring more value to our customers and our employees. We also strive every day to be a little bit (or a lot!) better than we were the day before, and that means constantly innovating.

Enthusiastic: we always say that our people are our differentiator in the solar business; people can choose among many solar power providers, but we aim to be the one that builds a long-term, supportive relationship with the homeowners that choose us. We even have homeowners that have come to work for us after having a great experience with our people – that’s the enthusiastic reaction that we hope to inspire.

Where do you see American Solar Direct fitting into the solar industry now, and where would you like ASD to be in 5-10 years?

Now, American Solar Direct is a full-service major player amongst residential solar providers in California. Our explosive growth over the last few years has even been formally recognized by Inc. Magazine in 2014 (as 17th Fastest Growing Private Company according to their Inc. 5000 List) and we certainly plan to continue fueling this growth as solar continues its widespread popularity. In 5 to 10 years, I expect to that you will see American Solar Direct become increasingly visible on a national level.

Where do you see areas for growth in solar, and what are the roadblocks to achieving market growth?

Solar is a constantly evolving technology that literally knows no boundaries. Obviously, growth opportunities abound geographically where state legislatures and municipalities actively embrace it, and that progress has been increasingly rapid. We see continued development of these policies that support clean energy, bringing solar to more and more cities and states.

Political uncertainty is always a potential roadblock to solar progress; as we approach an election, there is always the possibility of a less favorable political climate for solar power. But we believe that consumer demand for clean energy will continue to create the conditions necessary to sustain continued industry growth, regardless of the outcome of elections!

If you care to, tell us a little about your passions outside of solar.

Never-ending self-improvement: reading, learning new hobbies, or continuing my education. Enjoying the California (solar producing!) sunshine outdoors. Great friends. Game of Thrones.

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