In 2020, consumers are savvier and more informed than ever before. Even if your roofing business has a great mission statement and proven sales pitch, potential clients can easily look up your claims and compare prices to see if they can find a better provider. This puts additional pressure on business owners to raise their sales game and work with a lower margin.
Moreover, a lot of businesses fall flat before they even get started by projecting a bad image to the public. If you don’t have a stellar website, positive reviews, and trained professionals interacting with your customers, you may find it hard to increase sales. Running your business efficiently and providing great customer service are two of the best ways to build a trustworthy brand. Unfortunately, it’s not quite as easy as it sounds.
However, there’s no need to worry. As long as your business provides quality services, you have the opportunity to increase sales and build your brand. You just need to convince potential clients that you’re the best in town – here’s how!
Every successful roofing business must be able to provide at least three things: high-quality materials, reliable service, and effective sales tactics. While most roofing businesses know how to accomplish the first two, they struggle with roofing sales techniques. Despite the dangers of procrastination, many people put off repairing or replacing home roofing for years. This can make it even harder for business owners to convert leads to roof sales.
Fortunately, there are several smart, effective ways to increase roof sales for your business. Additionally, most of these strategies don’t require large investments on your part. Let’s take a look at top 5 roofing sales tips & techniques to get more business in 2020!
1. Build Your Roofing Sales Business On Professionalism
Most consumers judge a business based on their first impressions. Usually, the first impression is made when a potential client visits your website or calls to speak to a representative. Sleek, easy-to-use website designs can help your business look professional and keep consumers engaged long enough to make an informed decision.
Once a visitor to your website decides to contact your business directly, you need to continue the image of professionalism with your sales team and customer service. While this might involve face-to-face interactions, it will more likely take place over the phone (especially given the effects of COVID-19). A dedicated virtual receptionist service ensures that a trained professional will answer your business line at any time, day or night.
2. Emphasize What Sets Your Business Apart
Even if customers like what they see with your business, it doesn’t mean that you’re the only roofing company around with a good website and high-quality customer service. To help close sales, you’ll need to show how your business stands out from the pack. So, how can you do this? It will largely depend on your specific business, but here are a few features and attributes to consider making an emphasis on:
- Experience - Does your business have more years in the roofing industry than your competitors? If so, highlight how these years have helped you improve your craft.
- Prices - Do you offer greater discounts on materials or services? Repairing or replacing a roof can feel like a costly expense for property owners, so having promotional deals and competitive prices will move your business to the head of the line.
- Services - Can you install both residential and commercial roofing? Do you offer add-ons or ancillary services? These will make you a one-stop-shop for all of your clients’ roofing needs.
- Time - Can you finish the same job faster than your competitors? When someone is getting their roof replaced or repaired, it can feel like an inconvenience to have workers banging on the roof for days on end. If you can provide quick but high-quality results, this is worth highlighting in your marketing communication!
3. Add Versatility to Your Roof Sales Process
When it comes to accessing your company’s services, it’s almost impossible to provide too many avenues. Naturally, you’ll want to target home and business owners (depending on the exact nature of your roofing services), but the age range will vary. This means that you’ll likely have older clients who are more inclined to speak with you over the phone, as well as younger clients who might prefer to book your services virtually.
Making your sales process more versatile helps customers engage with your business in a way that best fits their preferences. In addition to having a dedicated business line where potential clients can speak with a professional representative to book your services, consider adding other access points. For example, you might give consumers the opportunity to book your services via your business website, third-party booking websites, social media, or a mobile application.
4. Wield the Power of Positive (and Negative) Feedback
Customers don’t always trust what roofing companies say about themselves. This makes sense, as every roofing company wants to promote their own business, whether they can provide the best value or not! As a result, many potential customers rely on reviews and feedback from past clients.
While you have little control over the reviews posted on third-party websites like Yelp, you can promote positive reviews of your business through your own virtual channels. If you have a relatively new business, you can reach out to your clients to write reviews for publication on your website. Alternatively, if you’ve been in business for years, you’ve probably got plenty of positive reviews to choose from!
This doesn’t mean that you should completely erase or ignore negative reviews. In fact, negative feedback can provide extremely useful insight to help you grow and transform your business. Clients can (and will) often point out areas for improvement that you may not have noticed before. Use these critiques to better your business for future clients.
5. Upsell Without Overselling
While some roofing businesses only provide basic shingle repair and installation, many roofing companies offer different services at varied prices. A customer may think they want a simple roof repair, but you may be able to convince them that they need their entire roof replaced. Upselling is a great way to increase revenue and provide clients with the best service for their specific circumstances.
That said, it’s easy to go too far with upselling. Trying to increase your roof sales by offering services that a client definitely doesn’t want or need may backfire. Nobody likes a pushy salesperson, so adopting an overly aggressive sales strategy is a quick way to lose business for good. Instead, introduce your clients to different services you provide (and their respective benefits), thereby giving them the opportunity to make an informed decision on their own.
We hope you found these roofing sales tips & techniques useful! 2020 is already proving to be a difficult year for businesses across the board, so implementing an effective sales strategy is a vital step to remaining competitive. If you’d like to learn about more ways to maximize business revenue, convert leads, and build a professional brand, contact the experts at Nexa today!
Frequently Asked Questions
Is door-to-door marketing effective for a roofing company?
Going door-to-door can be an effective way to market your business in your local area. However, many people don’t like to be bothered at home by unannounced salespeople. Consider leaving flyers around neighborhoods in your area if you’d like to avoid this problem.
How can I close a roofing sale?
Ultimately, the only way to close a roofing sale is to convince a customer to sign on the dotted line. That said, offering free on-site consultations is a great way to drum up business and close sales. This also gives you the opportunity to upsell customers based on their roofing needs.
What percentage do roofing sales reps make?
Naturally, this varies based on the size and scope of your business. Typically, you will need to pay a sales rep about 10% of the total roofing contract. However, some sales reps demand higher percentages based on their skills and experience. For this reason, many roofing businesses choose to market and sell their roofing services in-house.