Roofing sales may not require the sweat it takes to replace a roof, but it can be just as much of a challenge: you’re asking a sometimes-wary consumer to invest a sizable chunk of money in the service you deliver. Learn five mistakes to avoid so you can make their decision to do business with you as easy as possible:
1. You don’t take advantage of sales tools.
From roofing apps that display different shingle options to videos that show the roofing process, you have lots of options for taking the guesswork out of the homeowner’s decision-making. These tools help you clearly answer questions and address concerns so the prospect feels better prepared to make the right decision for their home. For example, if you use specialized roofing equipment, like the Equipter RB4000, to protect property from damage during roof replacement, show the homeowner video of the Equipter in action.
2. You don’t offer product choice.
About 96% of high-volume roofing contractors show prospects more than one shingle option and 80% show at least three options, according to GAF. Presenting a range of choices gives homeowners the foundation to make a decision that works for them—and it may give you an opportunity to upsell to a better quality shingle.
3. You don’t offer financing.
If your job is roofing sales, you’re very familiar with the grimace that indicates sticker shock. Financing options can go a long way toward helping a prospect feel more comfortable with their financial investment. In addition, the ability to offer clients financing conveys that your roof replacement company isn’t some fly-by-night outfit that’s going to disappear as soon as the last nail is pounded.
4. You don’t look like a professional.
Appearance matters. Of course, roofing is a tough and dirty job, but that doesn’t mean it should be reflected in your sales pitch. A roofing sales professional should look exactly like that: a professional. Here at Equipter, we don’t usually dispense fashion advice, but looking like a professional is a smart way to make a positive first impression. Consider business casual clothing, like a polo or button-down shirt. Ideally, the shirt will feature your roofing company’s logo. Khakis and other business casual pants are good choices for conveying a pro image. Jeans can work well too—just make sure they’re clean and free from holes and frays.
5. You don’t listen.
As a roofing professional, your job is to solve a large—and sometimes expensive—problem. Listen to the homeowner’s concerns, and then address them directly. For instance, if a prospect says she’s concerned about her flower bed being damaged during roof replacement, talk about your process for minimizing property damage, such as using an Equipter RB4000. If you neglect to listen to the homeowner, you may lose the job to a competitor who did listen and address her concerns clearly and professionally.
Want to learn more tips to help you reduce property damage, boost productivity, book more roofing jobs, and grow your business? Follow Equipter on Facebook and take a look at our recent blog post, 10 Roofing Sales Tips to Raise Your Sales Presentation Game.