How To Sell The Longevity of Metal Roofing
In this issue of the Residential Metal Roofing Executive Report, we will continue to look at how various benefits of metal roofing are best presented to prospects in the home. In this issue, we will look at how to sell the longevity of metal roofing. This may seem like an intangible benefit but, if presented properly, it impacts the customer with great emotion and huge benefit, making it a major point in creating the sale.
First, though, I want to cover another thing that is very key to your success in selling residential metal roofing. That thing is Promptness — specifically, Promptness in following up on the leads that you receive or generate.
It is not uncommon for me to talk to a contractor and ask him how things are going with his homeowner leads and have him give me an eye roll or a shoulder shrug in response. In digging a bit more, he will say something like, “We have had quite a few leads but, when I try to follow up on them, the people never call me back! I just don’t understand why they showed interest in the first place if they aren’t going to call me back!”
I then usually ask something like “That’s interesting. Tell me, how long does it take for you to follow up on a lead after you receive it?’
Let’s see how that conversation plays out from there:
Contractor:” “Oh, we call them all right away!”
Me: “That’s great! Within an hour or so, then?”
Contractor (Laughs): “Well, maybe not that soon but certainly within a day or two … or three.”
Me: (Long pause looking at him)
Contractor: “Well, always definitely within a week.”
Me: (Another long pause looking at him)
Contractor: “Well, I have been pretty busy but we always call them back within a couple of weeks.”
Folks, the old saying is “strike while the iron is hot”. That saying comes from blacksmithing and the need to work iron by hammering (or striking) it while it is still red hot. That is when it is most malleable.
The same goes with prospects – they are most willing to adapt to your viewpoint right when they have first expressed interest. They contacted you because they felt an emotional need. Those emotional needs can cool over time, get concealed and overshadowed by other emotional needs, or be filled by products or contractors other than you if you don’t act quickly.
Frankly, I used to think it was overkill when the top professional contractors would tell me of their systems for immediately responding to leads. However, experience has shown me that they are 100% correct. If you do not contact a lead, regardless of its source, immediately in order to set an appointment, your chances of ever setting an appointment begin to drop quickly.
So, Key Point Number 1 in this Executive Report is to make certain that your company is responding to leads Promptly – as in Immediately! It will make a difference.
Now, for Key Point Number 2, let’s focus on how to sell the Longevity of metal roofing to prospective customers. This is an area where you really need to sell the Benefit, not the Feature. Another way to think of it is selling the Sizzle, not the Steak.
A roof that lasts a long time, when considered just factually is a nice thing. But, where it really becomes a driving point for the prospect is when the Benefits that Longevity offers the homeowners are considered. This is where it gets emotional for the homeowner. Let’s look at some of the Benefits offered by metal roofing’s Longevity:
No longer worry about your roof every time a bad storm threatens or the next bad weather season approaches. This improves their quality of life.
Have a roof that will always look like new when they go to sell their home. This reduces stress and enhances their wallet when they sell their home.
A long-term worry-free roof provides unmatched protection for their family and belongings. This becomes especially critical to homeowners who may be gone from home for extended periods of time due to work or other travel. This brings peace of mind.
This can be a bit of a sensitive subject but, for many husband-wife couples, it becomes a major purchasing factor. If they feel that the husband will pass away before the wife, leaving her as a widow, that husband likes the idea of a roof that he knows his wife will never have to worry about replacing. Again, this is a huge emotional benefit.
Avoiding having to pay for periodic roof repairs and replacements. This will bring them great enjoyment in the future when their home maintenance fund can be spent on a new kitchen or bathroom or perhaps a swimming pool rather than on another roof.
When talking about the Longevity of metal roofing, make it personal and emotional. Yes, you need to explain warranties and your experience with how long your product lasts but go beyond that. Explain how their life will be better with a long term worry-free roof.
Tell them stories of others who have enjoyed their metal roofs over a long period of time. Share your own story – anything to help the value of Longevity really hit home with your prospects so that they see this as a benefit they are willing to pay for. (Remember my saying that we are all willing to even go to the dentist when the pain becomes great enough!)
You may even want to share my own family’s story of metal roofing and how it has enhanced our life. You can hear that story here.
So, good selling to you until the next issue of the Residential Metal Roofing Executive Report. Respond to leads quickly and, when selling the benefit of metal roofing’s Longevity, make it emotional! If you have questions or ideas you’d like to share, please email me at firstname.lastname@example.org
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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