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

What do prospects want to hear from you?

Issue #210 | November 23, 2022 | Todd Miller

In this issue of the Executive Report, we’ll continue our focus on the customer experience. From my sales experience, here’s what the prospect wants to hear from you once you arrive at their home. 

First, remember the adage: customers want to buy, not be sold. Successful salespeople let their prospects feel in control while they guide them to the best solution. Setting expectations and getting permission before heading to the next step in the sales presentation is vital. 

Keep in mind that, as the salesperson, you haven’t earned the right to present your product or solution until you fully understand the customer’s needs and dreams. In fact, you may not have the solution that best meets their needs. 

I recommend walking with the prospect around the outside of their home. Spend time letting them voice their concerns and dreams – what they’d like to accomplish with a new roof. If it helps, look at their neighbors’ roofs as well. In many cases, getting the homeowner outside and walking will cause them to reveal things they wouldn’t have typically. If your homeowner is quiet and not saying much, prompt them by pointing out areas of concern on their roof or nearby roofs. 

Once you look at the exterior, do a similar analysis inside the home. Look at ceilings and the attic, and measure humidity levels and airflow. If there are moisture concerns, it might be worth a trip to the basement. Consider yourself an investigator there to ask the right questions and learn all you can. 

When the homeowner does reveal concerns, determine which part elicits the most response. For example, they may be worried about a potential leak at the base of a valley. Unknown to you are the family heirlooms stored in the closet right underneath. Ultimately, emotions drive actions. Focus on getting to the root of their feelings and fears. 

Next, they deserve to know if you do or don’t have a solution. If you do offer one, share it. Specific situations when you’ve helped other customers with similar problems are best. 

So, your next step is presenting your solution. Before and after photos address their concerns and show them what their home will look like if they choose you. I prefer the Ingage platform for a product presentation. Ingage allows you to focus on the things the prospect cares about most. 

Up next, they want to hear about your company. Sharing your history and introducing your people is fine, but prospects really want to know about the people who will work on their home. Share their training, experience, work ethic, and commitment to your community. Photos and stories of your team members at work are best. 

They also want to know your company’s core values – what is it like to do business with you? Having past customers tell this story is always powerful. 

Now for the details. First, they want to hash out a timeline for work. Next, discuss colors, designs, and options, all before you present a proposal. Finally, what will it cost? Do you offer financing? 

Following this sequence will put your customers at ease and create an environment conducive to a buying decision. As always, feel free to reach out to me anytime

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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