We know you'd rather be on the roof knocking out a project vs. pitching a sale, but without signed deals, your business is at risk. Let's cut to the chase and get real about sales. While marketing is crucial, practical sales strategies are also essential to help you win more jobs, boost your bottom line, and get back on the roof doing what you do best.
Customers are savvy; they're on Google and watching YouTube, and you have to know more than they do. When they ask about the R-value of a new underlayment or if a certain shingle meets the latest wind-resistance code, you better have the answer, and you can't just say, 'yeah, it's good,' you need to explain why it's good. If they ask about solar shingles, don't just say, 'They're expensive,' but rather, explain the long-term energy savings, tax credit benefits, and how they may increase property value.
Codes are constantly changing, so what was okay last year may no longer be the case this year; make sure you stay on top of local building requirements, especially after a big storm when they might fast-track changes. After a hurricane or tornado, be prepared to answer all homeowner questions, including those about ventilation and other roof components.
Tips:
Providing accurate initial estimates is paramount, especially when dealing with insurance claims. Getting it right the first time minimizes back-and-forth with adjusters, saving everyone valuable time and accelerating project timelines, ultimately leading to happier homeowners. Utilize robust estimating software and meticulously verify all measurements and necessary repairs to ensure a comprehensive and defensible initial quote. Don't overlook crucial elements like material quantities, labor costs, and disposal fees to create a solid foundation for the project.
Furthermore, offering and utilizing quality roofing materials with strong warranties is a cornerstone of building trust and ensuring homeowner satisfaction. By installing durable shingles, underlayment, and other components backed by solid manufacturer warranties, you provide long-term protection against the elements. This commitment to quality not only safeguards the homeowner's investment but also reinforces your reputation as a reliable and trustworthy roofing contractor dedicated to lasting solutions.
Tips:
Sales is hard work; you'll do a lot of prospecting and rely on positive word-of-mouth, and sometimes you'll land the job, and sometimes you won't. Focus on endurance and consistency every step of the way. Maintain a positive mindset and know that more projects are headed your way.
Confidence comes from knowing your stuff and doing great work. You're the expert and there to help homeowners in need. Showcase confidence and that you care first and foremost.
Remember, you're not just selling a roof; you're selling peace of mind and restoring their home. For example, a homeowner is stressed about a leaking roof, so don't just give them an estimate, but let them know you are there to complete the job as quickly and efficiently as possible so they get back to normal.
Tips:
It’s unrealistic to chase every lead, so you must focus on the people who are actually going to buy, which means knowing your target area and qualifying leads like a pro. Your time is precious, so focus your efforts on a restricted geographic area that needs roof replacement to minimize drive time and maximize efficiency because you're not just selling roofs; you're solving problems, and to solve problems, you have to know what they are.
To quickly assess if a lead is a good fit, focus on their immediate concerns and situation. Instead of a lengthy list, ask targeted questions that reveal their urgency and how you can best assist them. Remember to actively listen to their responses – their answers will guide your next steps.
Here are a few key questions to consider:
By focusing on these direct questions, you can quickly gauge the homeowner's needs and whether they are ready to move forward, allowing you to prioritize your time and resources effectively. Remember to follow up promptly with relevant information based on their answers.
You can have the best roofing skills in town, but if you can't pitch your services, you'll lose jobs, so your pitch is your chance to show them why they should pick you, not the other guy. It's gotta be quick, punchy, and packed with proof that you're the real deal, and you've got about 15 minutes to make an impression, so don't waste a second.
You know when a customer is tense, right? Arms crossed, avoiding eye contact—they're not sold, so match their energy. If they're laid-back, keep it casual, but if they're serious, be direct and show confidence. Don't be pushy because you're there to help, not pressure them.
Example: If they seem hesitant, pause and ask, 'What are your main concerns?' Let them talk, and then address those specific points.
Accurate Quotes: Underpromise, Overdeliver.
Avoid providing homeowners with inaccurate project timelines and estimates just to land the job. Be honest about costs and timelines. If you finish earlier than expected, you will have one happy homeowner. Build trust with honesty.
Example: 'I'm estimating this job will take five days, but we'll do our best to finish sooner. And we will keep you informed every step of the way.'
When It Fails: Try Again (Once), Then Move On.
Sometimes, you're just not going to land the project. Don't spend time being difficult or argumentative with homeowners. Send a polite follow-up, address any remaining concerns, and if they still say no, move on. Everyone's time is valuable.
Example: 'I understand you're not ready to move forward right now. If anything changes, feel free to reach out. We are here to help.'
Your word is your bond, and clear communication and reliability are as crucial as a solid shingle in this business. Missed appointments and blown deadlines don't just lose you jobs; they tarnish your reputation.
To stay on track, leverage technology.
By honoring your commitments, you build trust and turn customers into advocates, leading to more referrals and a stronger business.
Don't try to reinvent the wheel. Find a seasoned roofer or sales professional who's been there, done that. Ask them to share their experiences, both the wins and the losses. A mentor can give you invaluable insights into closing deals, handling tough customers, and navigating the industry. Look for someone who's not just good at roofing, but good at running a business. This is about more than just technique. It's about seeing the big picture. Network with other roofers, and see if anyone would be willing to help you grow.
Don't just move on to the next job. Analyze every sales interaction. Use a spreadsheet or CRM to track your closing rate, lead sources, and customer feedback. Ask yourself:
Pay attention to what excites homeowners. Are they drawn to high-efficiency materials? Do they value quick turnaround times? Knowing this will help you tailor your pitch. Adjusters are also a good source of information. They see many roofing jobs and know what is working and what is not.
This data is gold. Use it to refine your sales process and improve your closing rate. You can not improve if you don't know what you are doing wrong.
Expanding your customer base means more than just finding new leads. It's about building long-term relationships. Go above and beyond for your customers, and they'll become your best source of referrals.
While sales is how you close the deal, marketing is what gets you in the door. A strong marketing strategy generates qualified leads, builds brand awareness, and establishes your credibility before you even pick up the phone. Think of marketing as your lead generation machine and sales as the engine that converts those leads into paying customers. To learn more about how to grow your roofing business through effective marketing strategies, check out our other blog articles.
Roofing sales aren't easy, but you're a roofer—you're built for hard work. Focus on the fundamentals, learn from every job, and use the right tools. Stop chasing leads and start closing deals. It's time to work smarter, not harder.
With OneClick Code, you can confidently navigate the complexities of building codes and manufacturer requirements, ensuring that every project is completed to the highest quality and safety standards.