Let’s all face it… we would love to have a higher percentage of our market, but doing so by lowering your pricing is not the way to do it. If you can’t find ways to keep your pricing the same and make the same or more profit, it’s not worth the effort required. Let’s discuss a few ways that you can accomplish this:
1: Talk to your past clientele.
Ask them why they chose you, what would they have like changed about you and your experience with them and what areas they were okay with but maybe thought you could still use some improvments on.
2: DON’T try to imitate Nike, Walmart, Lowes etc.
These large companies have millions upon millions at their disposal to literally test marketing each year and see which Branding ads work and which don’t. They also have the money to accrue the data and analyze it down to the penny. Most roofing companies do not fit this mold and are not trying to reach the same audience, hence will never have the capital to spend to accomplish anything like that. Your thoughts should be focused on a consumer who needs a roof and how to make that person want you to do that roof, without knowing you or meeting you.
3: Be definitive in your company’s elevator speech.
If you can’t tell your potential client why they should use you instead of company X, you’re losing sales. Get it down pat in a way that differentiates you so well that they would feel wrong to choose your competitor over you know matter the price. Don’t say “we have been in business this long” or “our crews are trained and experienced.” Those are generic, simple statements that don’t set you apart.
4: Make sure your marketing game is on point and that it’s doing the pre-selling for you.
If your marketing is hitting the Why of the client, it’s building a relationship with them and they will see your price as a Value because of the impression they already have of you, all from your marketing efforts. Your sales will be easier to close, as the price won’t be the deciding factor.
5: Don’t give discounts, PERIOD.
All a discount says is “I don’t think the customer sees my Value and I am overpriced.” Once you make that statement, it is with you for eternity, every roof you do for that client they will expect the discount or a lower price that equates the same thing. If you are not sold that the value you bring them is worth the price your asking, then you are not sold on your product or service.
If you will drive these points home with everyone on your team, it will help every sales process close and flow much smoother and easier, without price haggling.
Chad Hedrick, Roof Coating Life
“We Bleed White”