How to Answer the Price Question
“How much is this going to cost?”
Price is the number one question on any prospect’s mind, especially when dealing with a potentially unfamiliar product like metal roofing. You can present the perfect solution with a stellar installation team to back it up, but if the cost is too high, the homeowner won’t move forward.
So how can you address this question smoothly and skillfully?
We discussed this over a decade ago, in Issue #17, published November 4, 2014. However, our current approach, and the newly adopted industry approach, are far from that old post.
Conventional wisdom used to hold that pricing details were to be closely held and revealed only once the prospect was firmly sold, to avoid sticker shock and scaring anyone away. Being upfront with pricing information was taboo. In fact, much of our previous article discusses methods for dodging the question entirely or delaying it until after they sit through an in-home sales presentation.
While we weren’t entirely wrong twelve years ago, viewpoints have changed, and answering customer questions is of the highest priority today with the dominance of search engines, AI responses, and shorter website visits. People want information quickly, and if they can’t get it from you, they’ll visit a competitor.
Believe me, this can be an uncomfortable transition, as revealing pricing exposes you to greater comparison to your competition. This transparency presents an incredible opportunity to help prospects understand exactly why your offering deserves the extra money. What’s your competitive advantage? What sets you apart?
If you have a well-established, strong answer to these questions, your honesty will go a long way.
In that original issue, our best answer was:
As a ballpark price, it will be 2 – 4 times the cost of standard shingles. Our customers typically understand and appreciate the value of paying extra now to benefit later. We’d love to explain why investing in a premium metal roof is well worth it for you.
Nowadays, our answer would be closer to this:
Our metal roofing costs about 2-3 times as much as an asphalt shingle roof. Here are some sample price ranges for your area. If you’d like a more specific number, visit our website, where we discuss it in detail. We believe in being straightforward with you so we can find the exact cost for your project after we get to know your roof.
In any event, your best method is to be upfront and direct about pricing with prospects. Customers are better informed than ever, and many are nearly finished with the buyer’s journey when they visit your site. Addressing the elephant in the room with clarity and promptness may not guarantee the job, but it will help narrow down the prospects worth your time.
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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