I’ve got a quick question for you to think about. How does arguing about the best shingle help you? I mean, how many contractors have gone out of business by using the wrong shingles, and how might this thinking be costing you? Rarely will you see a more passionate debate on the roofing forums than when the topic of best shingle is tossed out for discussion.
Many times these exchanges result in name calling, belittling and jokes at the expense of fellow contractors, and of course, the manufac. . They also usually are filled with contractors expressing their undying devotion to one or more brands while casting out the others as something they wouldn’t put on their worst enemy’s home.
The question is, how does this serve you?
I got news for you. It doesn’t, This phenomenon of focusing on the manufacturer could be seen as what’s called a red herring. And where Red Herring comes from is back in the 18 hundreds, it said that escaped prisoners would lay fish red herring along their tracks to confuse the scent of the dogs that tailed them so they could, they could get away.
The same can be said for focusing too much on manufacturers, you see, as long as you’re more focused on them and less focused on your business, who’s it really?
Imagine if the same energy put into arguing about who has the best shingle was redirected to figuring out how to be able to raise your prices by 10 or 20%, which actually is pretty difficult to do if you convince all the homeowners that the most important thing is the shingle, then it’s all about the shingle.
Right?
What kind of an impact would raising your price by 10 or 20% have on your roofing business, what kind of an impact would it have on your ability to attract the best talent, provide the best benefits, afford more marketing. This doesn’t mean that you can’t have a favorite brand or that the manufacturer should be disrespected in any way.
It’s not what I’m saying. They all work hard and do a lot for our industry, plus they aren’t the ones causing the issue. It’s in fact, the contractor in a handful of. Gurus out there baiting those contractors so they can get clicks on their social media that keep talking about the shingles and the, the roofing quality and the, and the manufacturer that of, of choice.
What it does mean is that if you aren’t marketing and selling the product of you and your company, first and foremost, you’re gonna struggle to ever compete at an elite level in your roofing business. When this is done properly, you can actually make your business what’s called unshoppable.
Unshoppable is when the price becomes less of an issue and what the client is getting for that price becomes everything to them.
But if most of what you’re talking about is a shingle that they can get from any contractor in town or at the local home center, what do you think that their decision is gonna come down to? You guessed it, the price.
So if you wanna sell more jobs and have more happy customers, stop spending all of your time talking about the shingles and start talking about how you and your company are different and better.
If you like most contractors, this may be a challenge for you. And if that’s the case and you’d like to learn how to sell you and your company first, and start commanding the prices that you need, click the link below for a complimentary discovery. One of our representatives will learn about any issues you might have, as well as share some solutions that you can implement.
You can also determine if roof codes might be a fit for you. Best of all, there’s no fee for our initial consultation, so schedule yours now.
