How Moe Falah overcame obstacles in his first year of business
“Success is being surrounded by people you love,” Moe Falah says of his recent growth in the solar industry. “Success is being spiritually happy and able to achieve. Success is total absolute confidence in knowing that no matter what happens, you can take care of yourself and those around you without anyone’s approval.”
All of that sounds great – but as many of us know, it’s easier said than done. So how did Moe Falah start a company that broke $25 million in sales – with a door-to-door sales model just months before the COVID-19 pandemic shut down America?
“We went through a lot of transitions and strategic partnerships” Moe says, to answer the technical question, but the true key to his success, of course, goes much deeper.
Moe knew he’d found his mission in life when he learned about solar technology.
He’d already known his primary goal: a drive to achieve financial security that came after watching his immigrant parents struggle in the 2000s and the Great Recession in the 2010s. By 23 he’d already achieved his goal of becoming a highly lucrative salesperson, connecting customers to products that would make their homes safer and more disaster-proof through multiple parent companies. But something was still missing.
“Then I heard about solar, and I was like ‘That’s it. That’s what I’m going to do with my life.’”
Moe was enticed by the promise of solar panels to eliminate their buyers’ electric bills forever – and make their homes more disaster-proof and more sustainable at the same time. Saving money, increasing security, and saving the planet – solar panels as an industry checked Moe’s three boxes.
Moe started Simple Solar in January 2020. But of course, he was in for an interesting time. Despite having little experience in training others, Moe threw his whole self into the project of creating a culture of high expectations and high support among his salespeople.
“I knew there was no limit on how well they could perform, because I’d seen how much I was able to sell for previous parent companies. I always exceeded their expectations – and I think it was because I gave it everything I had. I taught my sales reps to do the same.”
When asked about his greatest obstacles, Moe always names anxiety as the greatest enemy of those who are out to change the world. “Often we want the big results right away, and when they don’t come as fast as you’d like, there are lots of anxieties that come up. Your brain tries talking to you out of doing it. You get this voice in your head saying ‘You’ve made a mistake, turn around, go back, this isn’t going to work,’ ” he says. “You see other companies promoting their success, and you compare yourself to where they’re at, and it can make you feel like giving up and going to work for someone else.”
“You’ve got to push through it.” Whether he’s talking about his childhood entrepreneurial ventures or Simple Solar that seems to be Moe Falah’s refrain. “If you have a plan that’s based on sound data and you follow through, you can’t lose. It’s the following through that gets most people. They take two steps and decide ‘this is too hard’ or ‘this is too dangerous.’ If they just kept walking, they’d get to the other side.”
Moe’s philosophy has certainly worked for him, earning him staggering sales in a breathtakingly short time. Moe’s team has consistently sold leaps above the industry average in the value of their product, and COVID-19 didn’t slow them down. Their sales model – a great product, sold with great passion – seems recession-proof. In 2020, their team grew from 5 people to 40.
“In 2021, we’re going to do $100 million in sales,” Moe tells me. It will be hard.What got us here, won’t get us there. We have to become better, and demand better from ourselves. The demand for our product isn’t going to drop in 2021, and as long as we keep duplicating and expanding upon what we did in 2020, we will get there.”