Author: Michael Russo | February 16, 2021

The roofing industry has proven itself to be among the most resilient of all construction trades when it comes to battling economic recessions. While the recovery from the current recession may be slower than usual, many contractors still have the ability to increase roofing sales on the local level.

A deeper understanding of the sales process and continual improvement of the key elements in a company's sales strategy is required to increase roofing sales under today's challenging economic conditions.

Analyze Your Prospecting Efforts

Before a homeowner or building owner becomes a customer, they are a prospect. The average roofing business may have double or triple as many prospects as customers in any given period, but that business won't increase closing rates while maintaining pricing structures without an effective prospecting strategy. First, there are a few questions that need to be addressed:

• How do most prospects hear about your roofing company?
• What are your prospects' first impressions of your business?
• How can you enhance a prospect's experience in order to close more sales?

Whether it's word-of-mouth, social media, or paid advertising, identify and reinforce the prospecting methods that work best for increasing your sales opportunities.

Perfect Your Sales Presentation

An engaging sales presentation that will increase roofing sales includes several key elements:

1. Smooth Transitions

A question as simple as "How much do you know about our company?" can give you permission from the prospect that is needed to start your presentation.

2. Table of Contents

Use a consultative approach to outlining the presentation: "Whether you decide to use (our company) or anyone else's, there are questions that you (the prospect) must ask before hiring a roofing contractor." Then follow up with your personal priority list that emphasizes your company's strengths.

3. Industry Facts and Concerns

Present a few key problems your prospect might be facing and address them via your company's experience. For example, the building manager of a mall might want to know how you've solved ponding problems on other large-scale, low-slope membrane roof installations.

4. Showcase What Makes Your Company Different

Explain the "industry standards" in the markets you serve and follow up with your company's standards for sales, customer care, design consulting, project management, installation, inspection, warranty and service.

5. Product Education

Don't be afraid to highlight your trusted manufacturing partners with product demonstrations, videos and print materials.

6. Peace of Mind

Use specific examples to show the client that, in the roofing industry, the need for customer protection and professional installation is paramount.

Offer Financing Options

Some roofing contractors may be missing out on sales because they are not fully utilizing financing programs. In contrast, contractors who promote financing options may see average ticket sales improve due to the flexibility financing can provide. For residential customers, Beacon's homeowner financing options offer a range of repayment aids, including reduced interest loans, low minimum payments and paperless billing.

Making customers aware of financing programs starts with advertising and marketing. Make sure your business' financing information is featured on brochures, websites, social media and during conversations with the customer.

Resist the Urge to Drop Prices

Don't assume landing a prospect is always about the lowest price. Ever quote a job where you were not the lowest bidder but still won the contract? You probably won the job because the customer thought you were more competent than the competition. Price-cutting in a tough roofing market is rarely the solution; it's more effective to cut overhead than to create a pricing structure that makes it difficult for your business to be profitable.

Instead, be more strategic about the prospects you go after. Understand the segments of the market and the customer base where you are most competitive, and stick with your core competencies. Concentrate on the jobs you can win, and learn what to go after by qualifying your leads — if your prospects are getting four or five quotes, it's doubtful you'll be competitive.

Being wise about prospects also means working harder to generate referrals. Look for an in rather than merely bidding blind internet calls. Build quality leads by working your existing customer base.

Find out what the customer's real needs are. Then, offer product options and alternatives that fulfill those needs. Getting to know the customer and their priorities is one of the surest ways to land a sale.

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