Are you a roofing salesperson who has ever found yourself in this situation? A potential customer asks about a shingle brand or product type you don’t typically install, and you launch into a detailed explanation of why that method is inferior. You might think you’re educating them, but in reality, you could be damaging your relationship and losing the sale.
As a roofing industry expert with over 20 years of experience growing multimillion-dollar retail roofing businesses, I’ve seen firsthand how this common mistake, which we call “roofsplaining,” can cost you dearly.
What is Roofsplaining?
Roofsplaining occurs when a contractor responds to a customer’s question about a specific shingle, product or method of installation by bombarding them with reasons why that brand or approach is inferior, often in a condescending manner.
You may be correct, but the homeowner doesn’t care. And now they are working against you.
This approach often causes the homeowner to tune out or become irritated, feeling like you’re imposing your own agenda rather than addressing their needs.
The Problem with Roofsplaining
When you roofsplain, you’re not effectively educating the customer or building value. Instead, you’re creating a lose-lose situation where the customer feels unheard, and you miss the opportunity to demonstrate your expertise and guide them towards the best solution for their needs.
The Solution: A Consultative Approach
So, what should you do when a customer asks about a brand you don’t prefer? Here’s a simple, three-step approach:
- Get curious: Ask the customer what they like about the brand they mentioned. This will reveal the qualities and benefits they value, which you can use to guide them towards better options.
- Investigate further: After the customer shares their preferences, follow up by asking where they learned about that product. This will give you insight into their knowledge level and influences.
- Ask permission to share alternatives: Once you understand their needs and preferences, ask if they’d be open to learning about other options that might better suit their requirements.
By taking a consultative approach, you demonstrate genuine interest in the customer’s needs and build trust by seeking permission to share your expertise.
The Key Takeaway
When it comes to handling customer inquiries about shingle brands, remember this: when you tell, you repel. Instead of roofsplaining, be a consultant. Get curious about the customer’s needs, then ask permission to share options that could be an even better fit.
If you want to master the art of handling customer objections and closing more sales, implement this simple, three-step approach. Your customers will appreciate your consultative style, and your sales numbers will reflect your efforts.
For more scripts and techniques to help you navigate challenging sales situations, schedule a free game plan session with one of our experts at the link below. Don’t let roofsplaining cost you another sale – start building trust and closing deals today.
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