60,000 consumers with attractive storage and the conversion problem

Until recently, the obstacle for commercial and industrial storage was price. The post by Marcio Takata, CEO of Greener, shifts the diagnosis to conversion: more than 60,000 consumers already show economic attractiveness in one of the main applications analysed by the company, and even so it takes fifteen to thirty proposals to close a deal.

On the other side of the same market, Technical Note 101/2026-SGM/ANEEL, of 24 August 2026, describes the capacity reserve auctions with batteries: supply from 1 August 2028 and the cost of contracting apportioned among generators, under Law 15,269/2025. There, demand is defined by rule, not by sales visit.

The difference shows up in the integrator's cash flow. Fifteen to thirty proposals per contract mean engineering, sizing and metering paid for before any revenue, in a sales cycle that consumes working capital for months. Customer acquisition cost, and not cell price, is what defines margin in this segment.

The way to shorten this cycle is standardisation: model contract, comparable prior metering and objective eligibility criteria by load profile. Reducing the number of proposals per closed contract improves returns before any further fall in battery prices.