Every roofing contractor knows the feeling. You’ve just finished a thorough presentation, shown the homeowner everything they need to see, and then you hear those dreaded words: “We need to think about it.”
Most contractors immediately assume it’s about price. In fact, many will instantly start offering discounts, hoping to close the deal. But here’s a question worth considering: If it’s always about price, why are there companies in your market successfully selling roofs for more than you charge?
The Costly Assumption
When homeowners say they need to think about it, they’re not lying. They really do need to think – but not about what most contractors assume. Making assumptions about what homeowners are thinking can be expensive. It’s like offering ice cream to a kid who doesn’t want to go to school, only to find out later they were struggling with math. No amount of sweet treats would have solved the real problem.
The Four Questions Every Homeowner Needs Answered
Through decades of experience in the roofing industry, we’ve identified four critical questions that must be answered before any homeowner will sign a contract:
1. WHY – Understanding the Need
Just as no one schedules surgery without understanding their medical condition, homeowners need to clearly understand what’s happening with their roof. They need to grasp the problem and agree with your diagnosis.
2. WHAT – Finding the Right Solution
Once they understand the problem, homeowners need to be confident in the solution. They need to know their options and feel certain they’ve found the right roofing system for their home.
3. WHO – Choosing Their Contractor
When choosing a surgeon, people don’t look for the cheapest option – they want someone they trust. The same applies to roofing. Homeowners need to be confident that you’re the right contractor for the job.
4. WHEN – Timing the Project
This isn’t about high-pressure sales tactics. It’s about helping homeowners understand the implications of timing – both the benefits of acting now and the potential costs of waiting.
How to Know Where You Stand
Each of these questions has clear indicators that tell you whether you’ve successfully addressed it or not. For example, when homeowners understand and agree with the WHY, you’ll hear things like:
- “I had no idea those shingles were that worn”
- “Show my husband exactly what you showed me”
- “That water’s going to destroy my ceiling”
When they’re unclear, you’ll hear:
- “It’s lasted this long…”
- “Can’t we patch it?”
- “We’ll call you when it starts leaking”
The Path Forward
Instead of immediately offering discounts when you hear “we need to think about it,” work backward through these four questions. Figure out which one wasn’t fully addressed and focus there. Remember, dropping your price before answering these questions is like throwing money out the window.
When you successfully address all four questions, price becomes just a detail to work out, not a roadblock to overcome. Your close rates improve, your margins increase, and most importantly, you start attracting better quality jobs.
Ready to Transform Your Sales Process?
If you’re tired of hearing “we need to think about it” and ready to start closing more premium jobs without cutting your prices, it’s time to implement the W4 System in your business. Schedule a Strategy Session to learn how we can help you make this system work in your market.
