James Apicella is a local solar expert in Kingston, New Hampshire. He has been a field sales consultant with Sunrun in Boston since 2023. His responsibilities in this position involve creating personal connections with potential customers and helping them understand how solar power can function as a reliable and affordable energy solution for their homes. James Apicella fulfilled his 60-day sales goal within one month of joining Sunrun. Since joining the company in 2023, he has helped New England residents save an average of $60,000 over a 25-year term. In addition to engaging with clients, he has mentored several junior reps in sales and product training.
James Apicella holds a bachelor of science in criminal justice from Southern Vermont College. His interests include snowboarding, hiking, and running. He has completed several notable road races, including the Boston Marathon, the Marine Corps Marathon, the Baystate Marathon, and half-marathons. He spent four years as a product tester for Reebok.
What is your typical day, and how do you make it productive?
A typical day consists of checking email, morning check in with team, follow up on yesterdays unfinished tasks, gym or cardio, at least 4 hours of active selling through doors or referrals, late afternoon sales meeting. I end the day by contacting all prospects through text or email to keep them engaged.
How do you bring ideas to life?
I am able to bring ideas to life by envisioning the end result and experiencing the sense of reaching that goal prior to actually happening. By living it before it happens, I am able to push through any challenges along the way.
What’s one trend that excites you?
I am, like many, very excited to see how A.I. is changing our lives to be more productive every day. Weather through email management or artistic creativity, A.I. is breaking all the barriers that prevented us from becoming the best and most productive version of ourselves.
What is one habit that helps you be productive?
I embrace the 20/5 formula and it seems to keep me on track. 20 minutes of focus work and then I give myself a five-minute break to do whatever I want. Check social, send a text to a friend or my wife, grab a snack, etc. When I return from the 5-minute break I am able to jump right back into my focus work, recharged. It really prevents burnout and fatigue.
What advice would you give your younger self?
Don’t take yourself so seriously or get caught up in the opinion of others. Have fun and enjoy the process. People tend to overthink what others think about them and it is counterproductive. Others don’t think of us as often or as critically as we think of ourselves.
Tell us something you believe almost nobody agrees with you on?
I believe that military service should be mandatory for all citizens. I served in the Marines and it helped steer my life in the right direction. The sense of pride for something beyond yourself and discipline instilled in how to live your life the right way is something everyone could benefit from.
What is the one thing you repeatedly do and recommend everyone else do?
Compliment and help others. Holding the door, paying for a coffee at the drive through, saying thank you are all really easy to do but most don’t. Doing something kind for a stranger usually is the highlight or their day and the sense of joy/gratitude subconsciously makes you happier as well.
When you feel overwhelmed or unfocused, what do you do?
Exercise. A hard sweat always clears my mind. I’ve never gone for a run and felt worse afterwards. Ever.
What is one strategy that has helped you grow your business or advance in your career?
I have a sales job but I am not a salesperson. I embrace my role as an expert in my field and serve others by sharing my knowledge to see if it could be beneficial for them. If it is not, I clearly explain that. My integrity has provided more referrals than I would be able to produce if I was just trying to sell everyone even if it did not benefit them. I am a consultant and I am truthful with the information I provide. Many solar reps just try to get max commission on all sales even if it doesn’t help the homeowner. That greed leads to lack of trust from your customers.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
I once the mistake of having a very strong quarter and decided to give myself some time after to relax and not work as hard. I deserved a break. Fast forward 2 months and my pipeline was dry and I had very little activity or volume. Sales is like a flight….it’s difficult to get the plane off the ground but once you do it is easy to fly with less effort. Maintain the same effort each day and the job becomes much easier. Consistency is king!
What is one business idea you’re willing to give away to our readers?
Here in New England, ice fishing is quite popular in the Winter. A lot of gear is required to set up a protective shelter and get a line in the water. I think it would be helpful to have a service on the ice that travels about the lake via snowmobile offering assistance with drilling a hole, selling various tackle, providing back up propane for portable heaters, hand warmers, hot food, and hot/cold beverages. This mobile service would travel between the hundreds of bob houses on the frozen lake providing items that might be required or forgotten. Similar to a beer cart on the golf course but with more to offer.
What is one piece of software that helps you be productive? How do you use it?
Repcard is an app that allows me to send my contact info to potential customers I meet without having to give them a business card. This app requires me to get their phone number to send a link via text and they are able to see my customer reviews and whatever information I choose to include. Theis let’s them do their “homework” on me before we have a serious convo about the project.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
I really enjoy the Joe Rogan podcast. He has a great mix of celebrities, professionals, entrepreneurs, athletes, and politicians that all go into great discussions about the thing they are experts at. It’s an open dialogue that typically dives into ideas that we everyday people would never hear about otherwise. Joe is an independent thinker who makes his guests feel that the episode is their platform to discuss any ideas they want.
What’s a movie or series you recently enjoyed and why?
I recently started watching a show on Netflix called Tires. The main character is played by Shane Gillis, a well know stand up comedian. The show takes place in a struggling car tire shop where Shane’s “high-risk” behavior and attitude towards the job conflicts with his boss who has a much more “play by the rules” approach. The boss, however, is easily manipulated into allowing Shane and others pull off crazy ideas in an attempt to increase sales and save the shop from closing. The humor is light and each episode is good for a bunch of laughs.
Key learnings
- Put your best version of yourself out into the world and you will be rewarded. Treat others the way you wish to be treated and you will live a happy life.
- Stay consistent in your efforts. A brief intense sprint in a a marathon will lose you the race.
- Often times a small investment will make a bigger difference/impact than expected.