Tag: marketing

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Grow your Market Share and Not Become a Commodity Roofer

Fluid Applied Growth

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”

Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.
Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.
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Is Your Marketing Doing It’s Job?

marketing-quote

Warm up Your Potential Clients:

Have you ever walked into a restaurant and sat down with total strangers and started to try to sell them something? Probably not. If you did, can you imagine how weird that would be to both parties? But think about it this way, when you walk in to talk to a prospective client about their commercial roof, how well has your marketing done it’s job and how well does the building owner know you?

Is the protective client thinking “Will this guy rip me off? Is he trust worthy? Is he insured? Is he going to give me a fair price? Is he experienced?”

We get comfortable in these situations but when you really think about it from the client’s side of things, it’s like speed blind dating and hoping to click with THE ONE. For the vast majority of us that is uncomfortable and rightfully so.

Build Trust:

Your marketing is more than a FB page, direct mail piece or truck sign. The power of a marketing plan is having customers talk about seeing your trucks all over town when you only have 1 or 2 trucks. Using simple things like job signs and vehicle wraps can help build a brand. It builds trust.

Address Concerns:

Using a FAQ section either on your website, Social Media page or even in print on your Direct mail piece helps address some concerns before they arise. This shows your clients that you respect their concerns and have already done your due diligence to recognize them and try to eliminate those concerns. Combining these with written, and video testimonials is powerful.

Testimonials, especially if done by highly regarded community members can be a huge benefit for your business. The testimonial melts customers concerns even more than a FAQ section because they literally have someone pointing out the exact potential issues they were thinking of. A video testimonial also says this person trusts you enough to sing your praises and put their stamp of approval and their name on the line for you. That is the ultimate tension breaker.

Don’t forget to play your strengths, if you are a small owner operator business you should market the fact that your customer can contact you, the owner and that you will most likely be on site or involved in their project. Likewise, if you are a larger operation make sure that your sales people are trained in installations and not just on how to sell and market.

Market, Market, Market:

If you commit to using your marketing as the number one tool in the toolbox and allow it to do the hard work for you, it can make a huge difference when the opportunity to make a sale shows up.

Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.
Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.
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Direct Mail and it’s Multitude of Benefits

pile-of-direct-mail

A Proven Marketing Strategy

If you have followed me for any amount of time you know that I am a firm believer in direct mail marketing. The reasons behind it are simple yet very intentional. Direct mail carries an intrinsic value that is easily perceived and appreciated especially when you look at the cost of a First Class stamp nowadays. Direct mail has driven and will continue to drive Billions of Dollars of business annually and it’s not by mistake, even in this digital world.

Recent studies have shown that Millennials actually consider Direct mail as a more trustworthy source of marketing over digital marketing. They know that anything is possible on the internet and that it may or may not be truthful.

Also, consider the age group that you are most likely targeting when you reach out to commercial building owners. Many of them will be 40-70 yrs old and they were born and raised as Direct Mail being a huge part of their lifestyle. They have more than likely purchased something or multiple things from a Direct response mailing.

Benefits of Direct Mail Marketing:

1: You can easily tailor your message to the client you are searching for with DM. If your clientele is upper middle class men, you can have images on your piece that resonate with them as being successful business owners or property owners and the problem that you are proposing to fix for them with your solution.

2: If you search hard enough there is a database somewhere that has your exact niche of people narrowed down for you to use as a mailing list. That, incorporated with a focused message piece is very powerful and gives a better ROI than mass marketing. Also, by doing this in a micro niche size you can do it multiple times and see a higher response from your efforts.

3: With DM you also have the option to send actual samples/products of value or intrigue that you really can’t do with any other method. Think dimensional and send a DM piece that is not an envelope, something unconventional to get your desired clientele to take the time to open and actually digest the message that you are sending. This not only will stand out and brand your name with that person, but when you do a follow up and bring the topic back up you are sure to have a great conversation concerning it.

4: Combining Direct Mail with Digital is a power packed option. If you use your DM campaigns and drive your clientele to a specific vanity landing page, you can you see through analytics of who has visited. You can also see how long they stayed and what they clicked on and then you can deliver an even more hyper focused ad geared towards their perceived interests.

Chad Hedrick, Roof Coating Life

Chad Hedrick, owner of Roof Coating Life commits to helping 10 new Contractors succeed in the Fluid Applied Industry each year. He’s selective in this process because realistically, his time is limited. He offers his valuable time and best mentor ship to the guys who are serious about making 30%-50% profits with Roof Coatings. Check out the Requirements for working with Chad to see if you might qualify.
Get the FREE eBook “7 Unique Ways To Market Your Fluid Applied Roofing Business.” It’s packed with outside the box Marketing Strategies (Strategy #6 landed us 5 commercial projects last Summer!) that will help you best serve your clients and live the Roof Coating Life like a boss.