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Equipter Sales Manager Shares Top 5 Tips for Roofing Salesmen

As a salesperson, you can never get too much advice. We recently sat down with Equipter Sales Manager John Stoltzfus to get his insight on how to make more sales without being pushy.

John Stoltzfus - Profile Picture-395x600-8459b63

Having owned his own roofing business for 10 years before joining Equipter, John is well-acquainted with the industry struggles. Having been at Equipter for over six years, he makes it his mission to ensure our customers feel comfortable in their equipment investments. 

In this article, John shares the top sales tips he's learned over the years and regularly uses to empower the Equipter Sales Team. Read his tips for roofing salesmen below. 

1. Build trust by listening well. 

Establishing trust with prospects is essential. They're looking for high-quality service, so they need to be able to fully rely on you and your crew. So, how can you instill confidence?

John says, "Building trust with our potential customers is huge for me. I always say, 'Listen, listen, and listen some more.'"

Listening both builds trust and helps you learn what your potential customer's needs are. 

"The customer will give away loads of information if we listen to it. That's how you can adjust to making changes to how you sell."

For example, if an Equipter customer says they have more roofing work than they can handle, John simply tells them that the Equipter can help them get that work done faster. It's speaking directly into what they're experiencing at the time.

In the roofing industry, most customers are concerned about what their landscaping is going to look like at the end of the job. Many put hundreds of dollars in flowerbeds and other features to create a unique home exterior. If your prospect indicates concern for their landscape, now is the time to show them exactly how you'll protect it.

Or, if they've asked different roofers for quotes and everyone is taking too much time to get back to them, make sure you provide them with prompt and personable service. This shows that you understand the importance of their situation. 

The ultimate way to build trust is quite easy: hear your customers out and then solve their pain points. 

2. Structure sales techniques correctly. 

John Stoltzfus tells his team, "Structure [your] sales techniques around the reason to buy, and then end with asking [customers] for the sale."

Make sure your potential customer knows why your roofing company is the right company for fixing their home.

For example, if your customer is experiencing a roof leak, they need to know that getting their problem solved will avoid a host of other things–mold, wood rot, etc.  

If your crew uses an Equipter RB4000, that's another reason for them to buy from your company. With the Equipter, you protect their property and leave less debris behind while finishing faster than other roofing companies. It's a win-win for you and your customer. 

Learn how the RB4000 can lift your production, raise crew morale, and enhance  customer service.

3. Learn your market.

John also believes, "Learning your market, learning the type of customer that [you're] selling to in the roofing industry [is] important."

Aside from listening well, it's essential to educate yourself on the homes and homeowners in your area. Some questions to research include:

  • Is it a wealthy community?
  • What's the most common type of roofing system in the area?
  • What are the most common reasons homeowners are looking to invest in roof replacement or repair? 

And don't forget to familiarize yourself with your competition and their services. 

4. Adapt well to change.

Change in any market is inevitable.

John explains, "Selling from 6 years ago to selling now is different, probably because our industry knows more about us now." 

Whether it's due to your company becoming more popular or because of change in the economy, the roofing market fluctuates, and you need to be prepared.

One of the ways to do that is to adapt your selling point. John Stoltzfus referred to this by saying, "The selling point changes over the years and over time."

He says there's one thing that has always remained steadfast over the years, though: "I always encourage our sales reps to bring professionalism and value. That's how I was encouraged to sell and still encourage to sell."

5. Guide customers throughout the process.

Sometimes one of the only blocks to a potential customer hiring your roofing company is a vague sales process. You, as a roofing salesperson, can change this by leading them through your process. 

The roof replacement process is often painful for homeowners, especially first-time buyers. If a potential customer shows interest in your company but isn't sure where to go next, go above and beyond and lay it out for them. 

"I always tell my salespeople," John explains, "if they have a sellable situation and they walk away without listening and just send a quote, I would say their job is an estimator, not a salesman."

Listen to what your customers' needs are. Gauge their interest, don't be afraid to ask them if they're ready to partner with your company, and be prepared to guide them through the process. 

John Stoltzfus says, "I'm amazed at how many people are ready to purchase...and appreciate the guidance through the purchase end of it."

You, as a salesperson, are an essential part of the buyer's journey. Building relationships, knowing your product and market, and guiding your customers through the process will help you land more sales and maintain a high-quality reputation within your community.

Want to learn more about enhancing your roofing sales? Check out our article, "10 Roofing Sales Tips to Raise Your Presentation Game."