Residential Metal Roofing Executive Report

The Psychology of Selling and Buying

Issue #183 | October 13, 2021 | Todd Miller

If you think back on your most recent experience buying a new truck or car, my guess is that it went something like this:

• You did a lot of research, but in the end, you made your decision surprisingly quick.
• You paid between $40,000 and $80,000.
• You paid more than you originally wanted to but justified the extra cost.
• You bought a new vehicle sooner than you thought you would, just a few years since you purchased your last one.
• If you’re 50 or younger, you financed the purchase.
• If you financed the purchase, you went with the lender that your dealership suggested.
• During your research, your criteria were logical – fuel economy, resale value, operating cost, reputation, online ratings, fit for your lifestyle, and recommendations from others. These led you to a particular brand.
• During the buying experience, your criteria became emotional – how you’d look in the vehicle, what your colleagues would think, how much fun you or your loved ones would have in it.
• After the purchase, you had a few twinges of buyer’s remorse, but all it took was one look back at your purchase to return to happiness.
• As you drove off in your new car, you loved above all the color and style of it, and you still do.

So, am I a mind reader?  

Perhaps I didn’t nail everything, but you can probably see a bit of yourself above. The automotive industry knows that they must make cars and trucks more than utilitarian. If vehicles were only about getting from Point A to Point B, they’d look a lot different, and the buying process would be different too.  

So, look back at the list and compare these points to buying a high-end metal roof or other significant home improvements. See the similarities?  

This is why, for metal roofing contractors, the competition is a new car or truck. The money spent on a new vehicle matches what consumers will pay for a good roof. Similar analogies apply to kitchens, baths, room additions, and exterior wall cladding.  

To improve your sales of metal roofs, think about the car buying experience. Obviously, you can’t encourage the prospect to go on a test drive, but you can use visuals to help them imagine the look and feel of their beautiful new roof – and even that “new roof smell.” Help them see the long-term value of what you have to offer.  

If you build the total value of a roof, a vehicle will only look like basic transportation compared to a durable, beautiful, and energy-efficient roof. Their next purchase changes from a car to a roof that will provide protection, financial peace, aesthetics, and comfort for them and their loved ones.  

Knowing your competition is key to successful selling. Building the emotion that takes your prospect from a competing item to your item is the hallmark of success.  

At Isaiah Industries, we help contractors guide their prospects through this transition. Give us a call at 1-800-543-8938 or email me at tmiller@isaiahindustries.com to start your journey to more metal roof sales.

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