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

How To Properly Position Your Company

Issue #8 | July 7, 2014 | Todd Miller

Most in-home salespeople do not properly appreciate the importance of “selling” their companies. They shy away from doing anything that might come across as braggadocio. From a homeowner’s perspective, though, it is the contractor they are “buying.” They are expecting your company to be professional, make good recommendations, do good work, and be available if a problem crops up in the future. If you do not “sell” your company, then you’re not living up to the homeowner’s expectations when they invited you to their home. They WANT to know why they should choose your company over other contractors. Contractors who know how to properly position their companies will eat your lunch.

Fortunately, there are specific tactics for providing homeowners with these assurances, without “patting yourself on the back.” It’s important to learn and implement these tactics. In this eighth issue of Residential Metal Roofing Executive Report, we will give you specific tactics to use as part of your sales process.

First, let’s think about some of the attributes that homeowners want in the contractors they choose:

  • Professional in their speech, attitude, and approach
  • High quality (even “magical”) workmanship — far beyond what they could do themselves
  • Training that exceeds the industry norm
  • Clean, organized, and safe worksite
  • Attentive and available – before, during, and after the project
  • Community ties that prove local ownership and commitment
  • Financial stability
  • Properly insured and licensed
  • Trustworthy and reliable team and crew members
  • Design beauty and “extra touches” that competitors will not provide
  • Pricing that is consistent and in line with the value being provided
  • NO SURPRISES! Superior communication when hiccups do occur!

The above are just a few things. You can undoubtedly think of many additional things which homeowners want from the contractors they work with.

By helping homeowners agree upon the attributes they want in a contractor, you are able to help them establish additional CRITERIA which can later be used to build and cost-justify the value and importance of working with your company.

The big question is in HOW you communicate the above things to your prospective customers. Do NOT think in terms of STATEMENTS but, instead, think in terms of STORIES. Consider the following examples.

When trying to explain how your company maintains safe and clean jobsites, do not say “We will keep your yard clean and safe.” Instead, show them pictures of your jobsites, tell them stories about discriminating customers who complimented you on your jobsites, talk about your equipment, and show them testimonials that talk about this subject. Additionally, show them your company’s training program for jobsite safety and give them specific examples of things you do that your competitors do not do.

When trying to show your ties to the community, tell stories about community involvement. Provide dates so that they will have proof you have been around awhile. Show them news clippings. Talk about your personal involvement in community organizations. Again, focus on STORIES.

When proving that you have proper licenses and insurances, show them copies of the licenses and insurance contracts. Talk about stories of companies that were not properly licensed or insured. Help them understand not only that you have this credentialing but why you have it, and how you got it.

When discussing the professionalism and trustworthiness of your team members, show them pictures and tell stories. The prospect should get a complete bio on EVERY person in your company with whom they will be working.

Again, carefully think through the things that your prospects want from a contractor. And then, think through how you will communicate those things not with statements but with stories (and photos when possible!). By properly positioning your company, you will increase your sales. Guaranteed.

Please feel free to contact me if you have questions or ideas to share. I can be reached via email at

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.

You may pull quotes from this article provided you include a link back to the original article on this site. You may not reprint this full article, or even a significant amount of the article, without explicit permission. To gain permission, click here.

Leave a Reply

Your email address will not be published. Required fields are marked *