Beauty is in the Eye of the Prospect
Many years ago, a successful metal roofing salesperson told me that his first goal with any prospect was to confirm that they liked the look of the product. Ideally, he’d get them to agree that they couldn’t imagine anything looking any better.
In his mind, there was no point in discussing other benefits unless they loved the aesthetics of his product. He felt that establishing this desire right away was a solid indicator of whether or not the conversation could progress.
And, for virtually all homeowners, I agree.
Yes, you might run across the occasional homeowner who only cares about energy efficiency or longevity, but most folks care deeply about their homes’ aesthetics. They’ve invested significant money and time into their homes and take pride in their appearance.
(Remember that this only occurs after you have undergone a needs analysis and confirmed that a metal roof is appropriate for them and their home. Never put the cart before the horse!)
While aesthetics and beauty are highly subjective, residential metal roofing offers a strong visual difference from the sea of similar asphalt shingles plaguing neighborhoods. Considering the number of colors and panel styles metal offers, anyone looking to make a statement with their home or simply stand out should consider it.
You’ve likely already heard of visualizer tools, but if not, they enable quick and simple visualization of your product on the prospect’s roof. Just take a picture and work through the color and style combinations. This is a powerful tool and getting that vision in your prospect’s head can help your cause.
Beyond the typical array of metal roofing, several manufacturers offer a much broader set.
Do you want to sell metal roofs that look just like the metal roofs sold by your competitors?
Or do you want to sell something more unique in design, coating, or color?
Selling a unique product with a desirable aesthetic can go a long way toward cementing the deal for your business and eliminating the competition. It’s a straightforward principle that is very effective with the right homeowner. You offer something no one else in your area likely will.
Regardless of your ultimate decision on which products to carry, visuals are important to customers. Remember this throughout the sales process and even when getting reviews and feedback after project completion.
As always, contact us if you’d like to discuss other ways to increase your sales and command your marketplace.
Todd Miller has spent his entire career in the metal building products manufacturing industry. He is president of Isaiah Industries, an organization recognized as one of the world’s leading metal roofing manufacturers. Todd is currently Vice President of the MRA (Metal Roofing Association) and a Past Chair of MCA (Metal Construction Association). Through his website, he strives to raise the bar on standards and practices to provide property owners with the best possible products for successful roofing projects.
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