How to Sell Features and Benefits
Over the next several months, we’re rehashing some familiar topics. It’s been over a hundred issues since we originally published these, so we decided it was time to cover them again for our newer readers. Our first example is from Issue #14, over a decade ago.
The most common mistake in residential metal roofing sales is failing to present all the features and benefits in an engaging, emotional way. You will never get the homeowner to switch from their existing roof unless you’ve demonstrated why your alternative is better. It’s no secret- the residential roofing market is largely asphalt roofs. Convincing a homeowner to switch away from the “default” choice is no easy task. They may feel that their current roof served their needs well enough, making it your job to justify the added expense of a metal roof.
The good news is that there is ample justification for a metal roof, and it can be an excellent solution for almost any homeowner. But what do homeowners really care about when it comes to the benefits of metal roofing? What will tip them over to giving it serious consideration? Conducting a needs analysis will reveal their pain points —those issues they’re emotionally invested in. The results enable you to cover the benefits that matter the most. This means asking open-ended questions to dial in on their pain points and desires. What caused the need for a new roof? Was it weather or age? What new features can you introduce to them?
As a metal roofing manufacturer, we ask homeowners who register their warranty why they chose our product. Most answers mention aesthetics and beauty as a primary reason. However, nobody is telling their neighbors that they paid thousands of dollars for a roof because it was pretty. They’ll list the relevant features and benefits that made the decision easy. They’ll mention the increased lifespan or the exceptional durability as giving them peace of mind. The selling point that matters most to them will come up.
The best way to cover all your selling points is a scripted presentation. A well-rehearsed salesperson will keep it from sounding like a script, but don’t shy away from a consistent message. A well-written script will support your statements and help the prospect feel the pain associated with choosing your competition. We recommend using a digital presentation tailored to your audience to hit the points that resonate the strongest with each homeowner. This means not only putting in the initial effort but also practicing until you can deliver each point smoothly.
The best salespeople know how to listen to their prospects and adapt their messaging accordingly. They meet homeowners where they are, with the knowledge and practice to make the sales process straightforward and understandable. So, where are you with selling? Are you stuck in the printed-out binder era? Or are you leveraging technology to deliver a modern, engaging sales presentation? Your clients and your bottom line will thank you.
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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