Roofing sales objections are common in this industry. As a result, they present real challenges when trying to sell roofing materials or roofing services.
Most consumers don’t think about their roof’s condition until it becomes an imminent problem. In general, people view roof work as expensive, invasive, cumbersome, and disruptive.
For this reason, roofing contractor business owners and customer reps run into sales objections all the time.
Still, with Americans spending about $58 billion every year on roofing upgrades and repairs, it’s not like the market is withering.
Roofing is an essential service, and everyone needs roof work at one time or another. As a good sales rep or owner who handles your own sales calls, you probably already know how to qualify leads and utilize a sales pitch when they are most likely to convert.
The key is learning the best roofing sales rebuttals so you can outsell your competitors in 2024.
Reasons People Object to Roofing Sales Pitches
While every situation is different, you will find that roofing sales objections can be categorized into three major groups:
- Expense: There is a broad perception that all roofing work is inherently expensive, which is enough for many homeowners off altogether.
- Unfamiliarity: This is a big one for smaller contractors trying to break into a market that already has established roofers. The consumer may not be familiar with your company and, therefore, be wary of hiring you.
- Need: Most people assume that it doesn’t need any work just because their roof isn’t leaking. There is no urgency for the job, so there is no perceived need.
It’s good to familiarize yourself with these scenarios so you can practice how to refute them in conversation. There is always a way around each of these types of objections.
Mastering The Roofing Sales Rebuttal
Prospects may object for several reasons, which we’ve outlined above. However, each scenario has a way of winning these people over.
Expense Rebuttal
Roofers have a distinct advantage with expense because arguing the risk/reward factor would be elementary.
If a customer is worried about paying $1,000 for shingle repair, drive home that they could be spending $10,000 in just a couple of years if they don’t take care of minor roof problems.
It’s all about painting your product or service in a light that will make it more valuable than the initial expense.
Unfamiliarity Rebuttal
Unfamiliarity is tough to overcome if you are just starting out in the business or being established. In this scenario, there are a couple of things you could do:
- Incentivize: Acknowledge your lack of brand authority and incentivize with special discounts or offers
- Reference: Refer to your portfolio of past work, pictures, or even customer reviews. You can ask them for contact info to send some materials or refer them to your online reviews via email. Remember that people trust online reviews now more than ever.
Need Rebuttal
The “no need” scenario can also be disputed in several ways. First, you should start by asking qualifying questions like “When was the last time your roof was inspected/repaired?”
Probing questions might bring to light the fact that there is, in fact, a need for roofing work, even if the homeowner didn’t realize it at first.
Additionally, try selling your service as a money-saving upgrade. For example, describe how your roofing services may save them hundreds of dollars in annual utility bills (only if it’s relevant and accurate, of course).
The goal here is to negate the absence of need with the prospect of upgrading. After all, everyone needs more savings.
If all else fails, remind the homeowner that an urgent need can arise at any moment. Most people logically agree that it’s better to address something before it becomes disastrous, which is a need in its own way.
More Roofing Sales Rebuttals
Now, we will get into more specific sales objections and give you some tips on how to side-step them.
Wrong Person
A common objection states that the person you are talking to is not the one who is in charge of making household decisions. However, so long as you are not obviously talking to a child, this can be an excellent in-road for warming up a lead.
Thank the person for letting you know they aren’t the decision-making party. You politely ask if you can be introduced to that person or when it would be best to call back and speak to them.
Already Have a Roofer
When prospects tell you they already have a roofer, this is an excellent time to present the value of your services. You are out of luck if they refute your pitch by suggesting how content they are with their provider.
But not everyone is thrilled with their existing provider. In these cases, it’s critical to be prepared to demonstrate the value points of your services and what unique advantages you offer to the customer.
Consumers who are iffy with their current roofer are great candidates to observe examples of your past work. In addition, they may be willing to submit contact information so you can send them materials.
Not Right Now
Many homeowners will tell you that they don’t need your services at the moment. They may even brush you off and ask you to call back in a few months. So, while you might get their contact information, try pushing harder.
Now is the time to make your services a priority. But unfortunately, a lot of people don’t think about roofing problems until they become disasters. But, if you can politely convince them of this reality, you have a chance.
Explain that putting off routine roof maintenance could cost them thousands of dollars. Instead, taking action before extreme weather months is the best way to protect their property.
Best of the Best?
If a prospect tries to compare you to another service, you are actually in a good position. It typically indicates interest and opens the door for a little more pitching.
This is an excellent opportunity to encourage them to set up an appointment or inspection with you to show them firsthand what you are capable of.
Remember that not all roofing sales rebuttals should be concerned with closing the deal. Instead, especially in a scenario like #4 above, your roofing sales rebuttals should be viewed as nurturing opportunities.
Roofer’s Guild Can Help
We hope you found this guide on roofing sales rebuttals helpful and that you use these tactics to convert more customers and qualify more leads.
Work with us here at Roofer’s Guild if you want to rake in even more roofing leads and maximize your chances of closing roofing sales.
