Your crew needs the best in roofing hand tools and high-quality materials to use them on. Your clients deserve the best materials too. Just like great roofing hand tools do the best work, high-quality materials create the best product. The problem is convincing clients of this undeniable fact. But as a roofer, it's part of your job to show prospective clients why high-quality materials are worth the extra cost.
Aiming High for Greater Success
There are many reasons that a roofer wants to use more expensive materials for a given job. The most obvious reason is that you'll increase your profit by selling clients better materials, but it certainly isn't the only one. Typically, more expensive materials are just better. They look better, last longer, and provide better protection. Just as importantly, high-quality materials also improve your reputation.
Unfortunately, it can sometimes be difficult, if not impossible, to convince prospective clients that better materials are worth the extra cost. In fact, it can seem so difficult that some roofers don't even try. This is especially true if you don't consider yourself much of a salesman. But this doesn't have to be the case. While good salesmanship may come more easily to some than to others, there are always ways you can improve.
That's why we've compiled the following list of tips for selling clients on better materials. Follow them consistently to develop the honest, effective salesmanship that's so necessary to your company's growth and success.
1. Increase the Cost of Your Initial Estimate
It goes without saying that every roofing job begins with the initial estimate. Not only does the estimate convey important information, it also provides you with an opportunity to present your company in the best possible light. And strangely enough, the best estimate is often higher than you might think. There are several reasons that this is the case.
Many roofers think the best way to succeed is to maximize their number of clients. And while there is a certain logic to this philosophy, it's not always the case. Besides, just like in everyday life, you teach people how to treat you by how you present yourself. We're not suggesting that you make outrageously swollen estimates, but you'd be surprised at the effect a higher estimate can have on client perception.
Of course, you're interested in substance more than mere perception, right? You want to do good work and build a deservedly great reputation. It shouldn't be hard to see how increasing your estimate a bit can help all this along. In addition to what we've already mentioned, a higher estimate will also let you use high quality materials and build a better roof.
2. Work Diligently to Justify the Higher Costs of Good Materials
Just as you would in their situation, clients need to believe that better materials are worth the extra cost. In this section, we'll have a look at some of the best ways to demonstrate the value of better materials convincingly.
Some of it goes back to the initial estimate. First, you should do the estimate yourself and in person. You should also offer to return if necessary, as well as patiently answer any questions that the client might have.
You should also explore the estimate in great detail. In other words, justify every single cent that you're asking the client to spend. One way to do this is to point out problems in their current roof and explain in detail how better materials can prevent these problems in the future. Of course, you should also emphasize the degree to which more expensive materials will pay for themselves over time.
It's also important not to be pushy or stubborn about it. Give the client enough space and time to make their own decision. Lastly, never try to sell a client anything they don't really need. It's in everyone's best interest to find a sweet spot of quality and price, but overselling materials is a lose-lose proposition.
3. Provide Proof and Documentation
No matter how good a salesman you are, clients know that words are cheap. That's why it's often difficult to convince prospective clients of the value of better materials through words alone. Instead of just telling clients why more expensive materials are a better value, bring documentation and proof along whenever you're conferencing with them.
This documentation can come in a variety of forms. You can take photos of roofs you've built with high-quality materials and compare them to pictures of shoddier work, for instance. It's also a good idea to bring samples of different materials whenever possible. Let the clients hold the materials and see firsthand why some are worth more than others. And give them time to think for themselves before making your case.
This practice helps ensure you make the best case possible. Bringing samples and documentation along will also make you look well-prepared and more professional. This inspires trust in your prospective clients, thus making them that much more likely to take your suggestions.
There's More to Doing Great Work Than Good Roofing Hand Tools
Your clients deserve the best and so does your company. Though it's not always the case, more expensive roofing materials are just better than cheaper ones. That's why there's nothing inherently wrong with trying to persuade prospective clients to invest in them. And although there are good and bad motives for selling better materials, neither party needs to settle for poor quality just because.
It's a given that you're in the roofing business to make a profit. But most roofers have other motives as well. First, they want to deliver a high-quality product to their clients. They also want to improve the lives of their employees. Additionally, most roofers want to be respected members of the communities where they live.
Fortunately, selling clients on better materials can help you with all of these important goals. There's no contradiction whatsoever between doing good, honest work and fetching top dollar for the roofing jobs that you do. In fact, these practices are intimately related.