Residential Metal Roofing Executive Report Marketing, Lead Generation, In-Home Sales, Installation, Referral Maximization

Are You REALLY Using A Sales Presentation?

Issue #135 | September 25, 2019 | Todd Miller

I hope this finds you well. I think that this issue of the Residential Metal Roofing Executive Report gets to the core of what puts home improvement industry leaders at the front of the pack. Many home improvement contractors think that their company is using some sort of formal sales presentation when they get in front of prospects but, in reality, very few are. Most are simply hitting a few talking points, looking at some photos, and responding to the homeowner’s questions. That, unfortunately, does not fit the definition of a true sales presentation and, time and time again, I see the reality that contractors who use a formal presentation have the highest closing ratios and the highest margins.

What is stopping you from making sure that your company has a systematized approach to sales?

Much more on that in a bit but, first…

On this Thursday, September 26, starting at 11 am Eastern, we will continue our series of “Let’s Be Frank” webinars / conference calls. We have another great topic this week as we talk to Frank Farmer, president of the industry-leading American Metal Roofs in Michigan.

All salespeople have gained a bad rap from the liars in the industry. They will say anything to get a paycheck. Your customers are more guarded than ever. Everywhere they look they find shady marketers waiting to “juke” them and take their hard-earned money. You can be the beneficiary of their lies if you know how to position yourself. While everybody else is weaving a web of deceit, imagine how refreshing it is for your customers to meet someone they trust and relate to. You will be able to step in and close the sale with 100% truth!

Join us on this 45-minute call as we explore how to build a presentation that takes advantage of your competitors’ lies! Following are the details for how to attend this free call / webinar.

Time: September 26, 2019 11:00 AM Eastern Time (US and Canada)

Join Zoom Meeting at

Or dial in for the Conference Call at:
+1 646 558 8656 US (New York)

Meeting ID: 127 682 312

So, back to our original question – Is your company really using a sales presentation?

I have asked this question to countless home improvement contractors over the years. They virtually always say an emphatic “Yes, of course!” but, when I ask follow-up questions, that’s when they start to stumble. My chief follow-up question is “What does a sales presentation look like for you?”

I get all kinds of responses to that question and they all boil down to one basic scenario – “Every situation is different. We show up at the house, get them talking about what they need, and give them a price.” Unfortunately, those contractors are leaving deals on the table because they do not make a formal presentation. Through a formal presentation, you’re able to assess the homeowner’s needs, find out the emotions behind those needs needs, arrive at and present a great solution, and build the credibility of your company. Without a formal presentation, your interaction with the homeowner becomes all about price. With a formal presentation, you take things to a whole new level. You increase your sales and your profit.

Below are the specific steps that, time and again, I see the most successful home improvement contractors following. By “successful” I mean that they sell the most work at the highest price, leaving them with a profitable and healthy company that can be there in the future to continue to serve their customers. Companies that do not follow these steps, frankly, usually flounder … they are strapped for cash, can’t market properly to generate the number of leads they need, and don’t have a sustainable situation which allows them to serve their customers with excellence.

Curious about the steps? Here they are.

  • Sell the need for a formal appointment and a 2 – 3 hour meeting time. This is one of the most crucial decisions they will ever make about their home and you have information, ideas, and an approach that is unequalled!
  • Show up on time and, upon arrival, begin discussing and looking at their needs and desires. Help them set the criteria for what they must accomplish with their home improvement dollars. This sets the benchmarks that, through a good presentation, only your company will meet. Find the emotion behind what they want to accomplish.
  • Discuss their options and help them eliminate those options that do not meet their established criteria. Some folks would call this “killing the competition” but it can be done in a very positive way, not as negative selling.
  • Include an in-depth inspection of the areas of their home which are of concern. Look deeper and more analytically than any other contractor will possibly do, and get the homeowner involved in the inspection process.
  • Present the total value of what your company offers as a solution that meets the criteria they established.
  • Provide a technical demo that shows them exactly what your company will do for them.
  • Close the deal, offering a financing option and re-visiting things like their purchasing criteria and the total value of your company’s solution.

Leads are expensive these days. We all know that. If you’re not following a solid presentation and spending the time required with your prospects so that they see you as the only contractor who can meet their needs properly, you’re wasting your marketing dollars!

Want to discuss this further? Call me anytime at 1-800-543-8938, ext. 201, and please join us for “Let’s Be Frank” on September 26.

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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