I’m not certain but I don’t think many property owners just sit around day dreaming of buying a new roof. Actually most probably have nightmares due to the costs they know they will incur. So when your clients sign the dotted line what are they really buying is “Piece of Mind” “Fear of Loss”, etc.
There can be numerous reasons why and understanding them and tailoring your marketing towards those can make it more effective and shorten the sales cycle.
Let’s try and figure out why clients buy and why they choose you.
The obvious reason for a new roof is strictly necessity of protecting their assets. Being that a roof is the single most important piece of a building envelope when it comes to protection from the elements, keeping that in good working shape is a common reason for a re-roof. If that is a driving force then weighing your marketing towards that is key. Let’s say the economy is really slow you could use your fluid applied option as a low cost method of securing a good working roof for way less than a traditional tear off & re roof.
Maybe it is the only way or more of an investment or need for a real estate transaction to go through. If that is the reason then focusing on how your system can offer a new warranty for less $ up front and is sustainable is a great way to market.
Sometimes in the commercial world it is simply a financial reason or one that is motivated by cash flow. Focusing on that and how you can do as much roof up to what their capital expenditure cap is a great way to get your foot in the door.
Now the question is are you considered a status contractor that makes them feel comfortable?
Or are you more of a value oriented contractor that makes them feel as if they are getting a great deal. Or are you the one known for doing high quality and being honest?
Identify the buying reasons and incorporate methods to make that stand out to your potential clients. If you find those reasons you will be doing more installs than selling and that is a good thing. Now that you know these reasons you now have to set your self to be the one that they feel can provide those solutions, so let’s cover some basics of how you can fit one or more of those desires.
- 1: Keep your trucks and workers in a neat and orderly fashion. Big companies wear uniform shirts for a reason it shows character.
- 2: If you have a showroom keep it aesthetically pleasing and make it stand out.
- 3: Make sure the voice on the end of the line that is as wearing your phone calls is the happiest person in the office. They are the first impression and can carry a lot of clout on how you are perceived. If they can’t answer the call make sure they call back as soon as possible.
- 4: Same goes for your employees make sure they know that for the benefit of the company they need to be kind, compassionate, and enthusiastic around the public.
- 5: Your marketing materials may need a face lift, make sure they are not dated and say something about you unconsciously that you don’t want to be said.
Use these methods to live the “Roof Coating Life”
Chad Hedrick
“We Bleed White”