Are you tired of losing jobs to competitors who seem to be giving away roofs? You’re not alone. As a roofing contractor, you know the frustration of putting together a solid bid, only to lose out to someone charging rock-bottom prices. But here’s the thing: you don’t have to join the race to the bottom. Let’s talk about how to win more jobs at higher prices without compromising your ethics or quality.
The Real Problem Most roofing contractors don’t have a sales process that clearly demonstrates their value to homeowners. They rely solely on relationships, which can work sometimes, but falls short when homeowners don’t understand the differences between contractors.
The Simple Solution
Educate Your Customers The key is to shift the homeowner’s focus from upfront cost to long-term performance.
Here’s a tactic that works:
- Ask this question: “How long do you plan on living in this home?”
- Follow up with: “In that time, how many extreme weather events do you think we’ll have?”
- Explain their choice: Build a roof for normal weather or extreme conditions.
This approach accomplishes two things:
- It makes homeowners think long-term about their investment.
- It highlights the difference between quality work and cheap alternatives.
Exposing the Competition (Without Being a Jerk)
Once you’ve shifted their perspective, you can start to expose potential shortcomings in competitors’ offers:
- Are they bringing the roof up to code?
- Are they educating homeowners on warranties and insurance requirements?
- Are they building to the lowest tolerances just to offer the cheapest price?
Remember, don’t just tell homeowners these things. Introduce ideas through questions and back them up with solid information.
The Takeaway To start winning more jobs at higher prices, you need a sales process that:
- Educates the homeowner
- Demonstrates your value
- Exposes the risks of choosing based solely on price
It’s not about high-pressure tactics or badmouthing the competition. It’s about helping homeowners make an informed decision that they’ll be happy with for years to come.
Ready to Level Up? Developing this kind of sales process isn’t easy, but it’s essential if you want to grow your business and stop losing out to lowballers. If you’re ready to take your roofing business to the next level, consider scheduling a free game plan session with our experts. We’ll help you craft a strategy tailored to your business.
Remember, in roofing, as in life, you get what you pay for. Make sure your customers understand that, and you’ll be well on your way to beating the lowballers at their own game.
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