Take Control of Your Messaging

Issue #226 | July 28, 2023 | Ethan Young


“Today’s buyers spend so much time self-educating, by the time they reach a sales meeting they are really well-informed. At that point, they don’t need a pitch or an over-stuffed presentation. They need a real conversation about meeting their unique needs. Don’t go with the hard pitch or the memorized presentation. Lead with humanity, and you’re more likely to win!” 

Chris Duprey, Chief Customer Officer at Impact 

We interviewed Chris on our podcast (check the full episode here), and he shared his opinion on how sales has changed and how we should tailor our messaging to match. 

The typical route for a sales meeting is to inform the customer of the company’s history, waxing poetic about customer service and generations of family leadership. Then, dive into the product offerings, listing each feature and benefit. Finally, kill off the competition by highlighting their negatives and move towards a close. 

This traditional path is outdated for many modern consumers. With the tremendous wealth of information the internet provides, uninformed customers only hurt themselves and their wallets. With a million articles, videos, reviews, and breakdowns, it’s easy to head into a meeting with your opinion largely formed. 

As metal roofing professionals, we are used to fighting against preconceived notions. Many people picture barn roofing or exclusively think of standing seam instead of metal shingles. 

Chris suggests that we proactively work to shape opinions by putting out our own information. If we take control of the active messaging on metal roofing on the internet and elsewhere, we can truthfully explain the pros and cons. Would you rather customers get their roofing knowledge from an unfavorable third party? 

This isn’t a call to spread propaganda and cover up the flaws of metal roofing. Rather, be honest and open about the benefits of steel and aluminum, the differences between standing seam and metal shingles, and the coatings and finishes most commonly used. Address objections before they arise and be prepared to back your statements up. If you aren’t truthful here, validating your claims is as easy as hopping to another website. 

So, establish a presence as a reputable, knowledgeable source for all things metal roofing. Please move beyond the tired PowerPoint or three-inch binder with dated pictures. Seize the opportunity to reach your customers where they are instead of trying to fit them into a neat step-by-step presentation. Then, if you have an excellent product and the right appeals, sales don’t have to feel heavy-handed. Your high points will speak for themselves.

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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