Create a Sustainable Business by Developing the Right Sales Model
Author: Dan Stout | August 7, 2023
A reliable sales model makes it easier to close more deals and anticipate your cash flow needs. Sometimes called a sales methodology, a sales model is simply a description of how your company approaches sales on a high level.
Ranging from basic concepts such as inbound or outbound to complex acronyms like MEDDIC or SNAP, these models can be overwhelming, and are often designed with large sales teams in mind. If you have a smaller roofing company, you may grow into a model organically. And to do that, all you really need is to understand who your roofing customers are and how best to reach them.
Understand What You Do, and Who You Do It for
Do your crews do more commercial low slope roof repairs, or high-end residential new builds? Do you specialize in repairing historic roofs with unusual materials, or do you service maintenance plans with rental management companies? Those are very different services for very different customers, despite being within the same industry. You may evolve the services you offer over time, but no company can be everything to every customer.
What Do Your Customers Value?
Some people want the lowest possible price, while others are willing to pay a premium for a certain material or quality standard. Still, others want a long-term partner for maintenance and emergencies. Each of those customers is looking for different things in a contractor, and you can adjust your sales model to match their needs. Or, you can target the customers who are most likely to be interested in what you offer.
A budget-conscious homeowner may love to see a coupon in the local dollar-saver mailing, but that approach won't resonate with management companies. Think about the best way to reach your specific customers and how to show what makes your company stand out, and you'll be ready to deliver a killer sales proposal.
Building and Tracking a Sales Model
Entire college courses are built around customizing sales models, but much of it boils down to always remember your potential customer's value and how you can best deliver it to them. It doesn't matter if that's high-end service, rock-bottom pricing or niche expertise — create a system that matches your customers' needs, and you'll have the start of a winning model.
Don't forget to track what works and what doesn't. Whether you use customer relationship management software (CRM) or pen and paper, keeping a track record will let you build sales forecasts that will help you anticipate changes in your pipeline.
Understanding the Pipeline
Your business pipeline is the list of jobs contracted and lined up but not yet started. Having a healthy pipeline means that you're not constantly scrambling for new work, or wondering what the crew is going to be doing once you finish the current job.
By consciously choosing a sales model, you'll anticipate changes to your pipeline before they hit. For example, if you have a relationship-based sales model, leads in the early stages might take months to turn into contracted jobs. If you're value-driven, you might boost your pipeline with coupons and advertising.
More About Models
Sales models are a well-discussed topic, and there's no shortage of resources dedicated to exploring their ins and outs. But many of these sources are geared more for software sales than a more practical trade. Instead, look for resources that embrace the unique nature of your specific niche in the roofing industry. A great resource to learn more about roofing sales is the National Roofing Contractors Association, as well as the Beacon Bits blog.