Mastering your roofing sales pitch will have the fastest and most tangible impact on your business than other skills. However, not everyone is a natural-born salesman.
You can follow a general formula to give yourself the best shot at closing a roofing sale. Some of what we will be discussing in the following post is simply common courtesy – the basic tenets of interpersonal interaction that will at least start you off on the right foot.
Others are unique techniques that your roofing contractors can use to close more roofing sales. In any case, all of the following tips will help you smooth out your roofing sales pitch.
Roofing Sales Pitch Examples
- Strong First Impression
- Avoid Pushiness
- Highlight Company Benefits
- Find a Personal Connection
- Discuss Financing
- Provide Options / Alternatives
1) Give a Respectful First Impression
When you drive up to someone’s property to discuss roofing services with them, you really have to be mindful of how you present yourself. It’s one thing to talk to someone on the phone – they can’t see what you’re wearing or your body language. It’s quite another thing to meet someone face-to-face.
That’s why you must be mindful of how you present yourself in person. Remember that you are representing your company as a whole when you meet with a potential customer.
Face-to-face interaction can go a long way toward establishing your company’s credibility. But on the other hand, an in-person meeting can be disastrous if you aren’t respectful.
So when you meet someone at their home during door-to-door canvassing, be sure to wear a clean uniform. Make sure that your truck or business vehicle is clean.
Ensure you’re not blasting loud music out of the car when you pull up to the house. Make sure that any forms or plans you have are ready and that you don’t have to fumble around for them.
2) Don’t Be Too Pushy
The best roofing sales pitch will educate potential customers, not push products or services on them. When you talk to someone about their roof, listen to their needs.
Listen to their pain points, and focus on how your roofing process will help solve that pain point. Avoid embellishing price points or rambling about how great your company is in the market.
Focusing on the importance of craft in your roofing sales pitch is also beneficial. Explain to the potential customer that your company emphasizes quality that will last.
Education is vital in swaying a consumer. When you have thoroughly conveyed the process and feel that they have a good idea of the work, they will feel more comfortable hiring you.
It helps to establish authority as well. That’s why it’s always a good idea to have in-depth knowledge of the service in question.
While some people may have good, thoughtful questions for you, do your very best to avoid responding with “I’ll have to get back to you on that” or “I don’t know.” Some perceive that response as a lack of authority and turn to a roofing contractor with all the answers.
3) Highlight the Benefits of Hiring your Company
There are over 70,000 roofing companies active in the United States today. That’s great for the industry, but what does it have to do with your roofing sales pitch?
We are trying to emphasize that your potential customers have more than their fair share of choices when it comes to hiring a roofer.
Discuss what makes your company better than the local competition. For example, maybe you offer more roofing material choices.
Perhaps you can complete a project faster than other roofers. Perhaps you offer free inspections or better labor warranties than others. Chances are there is something that you do better than the competition – or at least something that will make working with your company sounds enticing.
Take some time to think about what these aspects are before you go to talk to someone. In addition to educating the person on the roofing process, you should also emphasize the benefits of hiring your company.
4) Connect on a Personal Level
Salespeople tend to get a bad rap. One of the reasons people tend to distrust salespeople is that they know they are being paid to sell a product or service. So they feel that any interaction with the salesperson will be disingenuous. After all, they only care about making the sale.
It’s a difficult perception for any salesperson to overcome. However, it certainly can be overcome. The best way to get customers to let their guard down is by establishing a personal connection with them. Easier said than done, we know, but talking a bit about your personal life is often an effective way to develop a relationship.
Take a look around the property. See anything familiar? A dog? A cat? A basketball court? A car model that you recognize? Integrate these things into your roofing sales pitch.
You can also share a bit about yourself, including your history with the company and why you chose to work for them. Even talking about hobbies can be significant for a roofing salesperson.
5) Discuss Financing Options
Believe it or not, many homeowners aren’t even aware that they can finance roofing work. Mention that your company offers financing options, especially to prospects who seem on the fence with their decision.
Many roofing projects will give homeowners a sticker shock right off the bat because, let’s face it, many roofing projects are expensive. However, it can be beneficial to calm that shock by showing the homeowner some monthly payment figures instead of the whole lump sum.
6) Give them Options
The average homeowner is not a roofing expert. Most people don’t know what options are available to them in terms of roofing materials.
They may opt not to hire a company because the salesman did not present them with any choices they liked. In most cases, the salesman doesn’t show everything he has in his arsenal.
Your roofing sales pitch should include all your company’s options. If you have many shingle options, be sure that you have pictures and samples ready.
If you do metal roofing, be prepared to show the homeowner some examples. Offering the right option could be what closes the sale, so don’t forget to show them all the roofing options at your disposal.
Close More Customers
To close more customers, you have to get roofing leads. Here at Roofer’s Guild, we can help boost your lead-generation efforts, giving you more opportunities to close sales.
We specialize in marketing and lead generation specifically for small to midsize roofing companies, and we can help you get more customers.
Use the roofing sales techniques above to start converting more customers.
