Close with a Strong Value Proposition
Industry News
We have two upcoming conferences to share with you today: the annual METALCON and Operation Lead Surge. Both events take place this fall and offer valuable networking and marketing opportunities for anyone in the roofing business. Operation Lead Surge is up first from September 11-12 at the Philly Live! Casino & Hotel in Philadelphia. This event features a great line-up of speakers focused on delivering critical information about lead gen and keeping your schedule full. Use promo code “metal” for a discount on your ticket when you sign up!
Up next is METALCON from October 21-23 at the Vegas Convention Center in sunny Las Vegas. If you’re in the metal roofing industry, METALCON is firmly in can’t-miss territory. For years, it has been the premier international event for staying up to date with metal construction and networking with industry professionals. We’ve partnered with METALCON this year, and you can use the code “30ISA” when you register for $30 off your ticket. We’d love to see you there in October!
Now for this issue’s core topic: nailing your value proposition with homeowners. I was recently working with our VP of Sales on a project diving into our business as a whole. We won’t touch on that, but he brought up an excellent point- metal roofing is a premium and often expensive option for most homeowners. Choosing metal means investing up to two or three times as much into a roofing project as a typical asphalt shingle roof, a startling increase for people unfamiliar with the value metal brings. Using a clear and compelling value proposition isn’t merely effective, but necessary to convert qualified leads into customers.
We often compare purchasing a metal roof to buying a luxury automobile. While this is a helpful frame of reference, it only further highlights the importance of getting the value proposition right. When you think of buying a luxury car, you imagine experiencing it with your senses – enjoying the sleek lines, the comfortable leather seats, the high-end stereo, and the quality of the ride. Buying a car is a more visceral experience, especially with a test drive included. Compare this to roofing, where the experience is quite different. Homeowners won’t be interacting with their roof daily or thinking about it like a new car. However, you can still effectively and vividly communicate the features and benefits that a metal roof brings.
We all know how powerful a great project photo can be, especially with a starkly contrasting before-and-after shot. Homeowners are drawn to beautiful roofs, although not many dream of roofing specifically; their home and curb appeal are important to them. Of course, samples and color swatches are critical, too. Being able to see it up close and visualize the finished product goes a long way in making that connection in their minds. There are several tools available that can transform a picture of the lead’s home into a finished render with the style and color of roofing of their choice.
Beyond the visual inspiration, emphasizing the benefits a metal roof brings is crucial. Tailoring your approach to each individual goes a long way, so any research or information you can bring to the in-home meeting is worth its weight in gold. You don’t want to waste time focusing on an irrelevant feature with the little time you have. Instead, highlight the most relevant facet of your offering. If the home has a well-manicured lawn and a neat appearance, that homeowner would likely appreciate the long-lasting coatings and the array of colors and styles they can choose from. If you serve an area with frequent severe weather, mention the sturdy design and the performance ratings.
Regardless of your approach, you can develop a range of methods to meet homeowners exactly where they are, offering an excellent product that can effectively satisfy their needs. I’m sure many of you already focus on your value proposition, but for those of you who’ve been neglecting this critical point in the sales process, don’t waste the opportunity to convert your leads into customers with a tailored value proposition.
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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