A Novel Idea to Create Customer Loyalty
For many years, companies have used rewards programs to attract new customers and maintain loyalty with existing ones. Early on, airlines and hotel chains set the standard with membership tiers and lounge access. But now, rewards programs have infiltrated grocery stores, gas stations, coffee shops, restaurants, and other retailers. Many companies have built commercials and entire advertising campaigns promoting their rewards systems and even integrated them into mobile apps. They find that offering deals and incentives to keep using the rewards system keeps customers coming back over and over.
One kernel of wisdom we’ve heard before that bears repeating here: it’s much easier to retain a satisfied customer than to create a new one. Rewards systems supercharge your retention efforts. They give customers an extra reason to buy or to stick around and stay loyal. If you have to choose between two identical retailers, but one offers a 20% discount to reward members, your choice becomes much simpler.
While permanent roofing may seem like an odd product to build a rewards program around, what if you can tap into other companies’ customer loyalty programs? Is there a restaurant or coffee shop in your area that members of your target market frequent? Go to that company and ask if you can buy rewards points to use as incentives for your prospective customers.
In other words, if you quote a prospect’s roof, they earn 500 loyalty points to an area restaurant. If they buy a roof from you, they earn 2500 points. The exact details will change, but many companies will happily sell you points below market prices. While the points may go unused, they still reinforce customer loyalty or create newly satisfied customers.
Effectively selling a high-quality metal roof takes knowledge of your product, customers, and pitch. Bringing every advantage you can will only increase your chances of converting a prospect to a customer. Consider investing in and creating a rewards program tailored to your customer base and their wants. It just might pay dividends in your sales efforts.
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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