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

Selling The Benefits of Metal Roofing

Issue #14 | September 24, 2014 | Todd Miller

Perhaps the most common mistake I see made in the sale of residential metal roofing is a failure of the salesperson to adequately cover all of the product features and benefits, and to do so in an engaging and emotional manner. In most cases, though, the salesperson is asking the homeowner to switch from a different roofing technology (asphalt shingles) which, while it may not be ideal, has the general perception of being “good enough” because it is what the vast majority of homeowners choose. You will never get the homeowner to adopt a different technology unless you have fully explained and shown them how the other technology is far better and will benefit them significantly.

When reviewing product features and benefits, make no assumptions about what your prospects may already know! Assume they know nothing! Or, better yet, assume what they know is wrong and you need to present a case strong enough to correct that misinformation!

So, what do homeowners really care about when it comes to the benefits of metal roofing? Well, your Needs Analysis should have revealed their “Hot Buttons” – those things they really are emotional about. However, you really need to cover every benefit that might be of value to them. This helps you raise the value of your product, increasing your likelihood of making a profitable sale.

As you know, my company is a manufacturer of residential metal roofing. We ask homeowners on their warranty registrations why they chose our product. The vast majority of their answers have something to do with the aesthetics and beauty of our products. And, to a large degree, that is to be expected because, immediately after the roof has been completed and they are filling out the warranty card, they are overcome by the cosmetic transformation that the roof created for their home.

HOWEVER – we GUARANTEE you that the homeowner is NOT standing around the water cooler at work telling their co-workers that they paid $35,000 for a roof because it was “pretty”. They MUST know the product’s full features and benefits in order to supply their “water cooler justification” as to why they bought a premium roof.

This is why the FULL PRESENTATION of Product Features and Benefits is CRITICAL – leave no stone unturned!

I feel that the BEST way to cover all of the right things is through the use of a scripted presentation. A good, well-trained, and well-rehearsed salesperson will keep it from sounding like a script but, fact is, if you’re going to consistently cover all of the same information every time you’re in the home, there will be consistency to your message, so that implies a script. Additionally, a well-written script will support your statements and also keep the prospect at an emotional state where they feel the pain associated with not enjoying the benefits of your product.

The sales presentation can be done on laptop or a tablet device. But, there is also nothing wrong with going “old school”. Using an easel style binder can work very well, and it can be set up so that the salesperson keeps the script in front of themselves at all times as a reminder or crutch.

In our next residential Metal Roofing Executive Report, we will begin looking at the individual benefits of metal roofing, and explaining how to best present those in the home. You will not want to miss our creative and ground breaking ideas!

Contact me anytime at And, always, happy selling!

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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