Don’t whiff a roofing sales pitch ever again! Follow this step-by-step strategy to create a roofing sales pitch that actually works!
There are two pitches every roofer should know. There’s the pitch of the roof they’re working on. And then there’s the sales pitch. Of the two, there’s a strong case that the sales pitch is the most important. Why? Because all the quotes and measurements in the world won’t make you any money if you can’t close the sale.
Fortunately, a good sales pitch isn’t rocket science. It takes three steps…
- Find the emotional root of the homeowner’s problem before the pitch
- Lead your pitch by restating that emotional problem and it’s consequences
- Offering your solution, starting with the most complete package you offer
Plain and simple! Let’s break it down.
Asking Questions That Reveal the Problem
Alright, kid, let’s get into the nitty-gritty of asking questions that reveal the problem. You’ve got to dig deep. Don’t just scratch the surface. Your goal is to uncover the root issue.
First, start with open-ended questions. Avoid yes or no answers. You want them to talk. Ask, “What problems are you having with your roof?” Let them spill the beans. The more they say, the better you can help.
Next, dig a bit deeper. Follow up with questions like, “How long has this been going on?” This gives you a timeline and shows you care. It also helps you understand the urgency.
Then, get personal. Ask, “How has this issue affected your daily life?” This makes them think about the problem’s impact. It’s not just a roof issue. It’s a life issue. You’re connecting the dots for them.
Throw in a curveball. Ask, “What have you tried to fix it?” This reveals past efforts and frustrations. It shows where others have failed. You can step in and be the hero.
Don’t forget to listen. Really listen. Don’t just wait for your turn to talk. Hear their words and feel their pain. This builds trust and rapport. They’ll see you’re not just a salesman. You’re someone who cares.
Ask Questions that Reveal the Consequences
You’ve found the problem. Now, show them why it matters. Ask questions that reveal the consequences. Make them see the cost of doing nothing.
Start with a simple question. “Why are you looking into getting a new roof now and not in six months?” This gets them thinking about the urgency. They’ll start to realize waiting has a price.
Dig deeper. “What happens if you don’t fix this soon?” Let them imagine the worst-case scenario. Water damage, mold, higher repair costs. Make them feel the weight of their problem.
Get personal. “How has this issue affected your daily life?” They might mention stress, sleepless nights, or constant worry. Make them connect the dots. A leaky roof isn’t just a nuisance. It’s a source of constant trouble.
Push a bit more. “What’s the impact on your family?” This one hits home. A bad roof can affect health, safety, and comfort. Let them see the full picture. You’re not just fixing a roof. You’re fixing their peace of mind.
Finally, ask about the financial side. “Have you thought about the long-term costs of waiting?” Repairs get pricier the longer they wait. Insurance might not cover damages. Help them see the dollar signs adding up.
Show Concern, Not Control
Let’s talk about your tone when asking these questions. You need to show concern, not control. You’re on their side. Make sure they feel it.
Show Genuine Concern
When you ask, “Why are you looking into getting a new roof now and not in six months?” look puzzled but sincere. Show you care about their reasons. Don’t make them feel judged. You’re trying to help, not put them on the spot.
Don’t Lord Over Them
Avoid sounding like a know-it-all. Asking, “What happens if you don’t fix this soon?” should come from a place of concern, not superiority. You’re not trying to scare them. You’re helping them see the big picture. Be their guide, not their boss.
Not that you’ve gathered the intel you need, it’s time to pitch. This might be in the same conversation as your question asking. It might be a few days later. Either way, you’ve got the raw materials you need for a stellar pitch!
Stage One of the Pitch: Representing the Problem
The first stage of your pitch is representing the problem. This is where you remind the homeowner of their pain points.
Restate the Problem
Start by restating the problem. “Mr. Smith, you mentioned that your roof leaks every time it rains.” Keep it simple. Make it clear you’ve been listening.
Highlight the Emotional Pain
Next, dig into the emotional pain. “This leak has caused you a lot of stress and worry, hasn’t it? Every time it rains, you’re on edge, wondering what damage might be happening.” Make them feel the strain.
Emphasize the Consequences
Then, emphasize the personal consequences. “If this keeps up, it’s not just the house that suffers. Your peace of mind takes a hit. You lose sleep, worrying about what you’ll wake up to. The longer it goes, the more it eats at you.”
Show Empathy
Show empathy. “I can see this has been tough on you and your family. It’s not just about the roof. It’s about feeling safe and secure in your own home.” A little understanding goes a long way. It builds trust.
Ask for Confirmation
Finally, ask for confirmation. “Is that right? Did I miss anything?” Let them confirm their pain. This makes them own the problem. They’ll feel more inclined to fix it.
Stage Two of the Pitch: Offering Your Solutions from Most Complete to Least
You’ve shown the problem. Now, show how you can fix it. Start with your best offer and work your way down.
Lead with the Best
Begin with your top-tier solution. “Mr. Smith, we can replace your whole roof with top-grade materials. This will last for decades and give you peace of mind.” This is your Cadillac option. It’s the full package. It fixes everything and then some.
Highlight the Benefits
Explain the perks. “This new roof will stop the leaks and boost your home’s value. You’ll sleep easy, knowing your roof can handle any storm.” Paint a picture of a worry-free life. Make them see the benefits beyond just a new roof.
Move to the Mid-Range Option
If they balk at the top option, slide into the mid-range. “If that’s too much, we can do a partial replacement. We’ll fix the most damaged parts and extend the roof’s life.” This is the middle path. It’s a solid fix without breaking the bank.
Offer the Basic Fix
Finally, present the basic option. “For a quick fix, we offer three-tab shingles. This roof system has about two-thirds the lifespan of our other two packages. But it’s better than nothing.”
Making the Mid-Range Option Look Like a Deal
Let’s dive into the strategy behind offering your solutions. This isn’t just about giving choices. It’s about anchoring the price. You want the top package to set the standard, making the mid-range look like a steal.
Set the Anchor with the Best Package
Start with the best option. It’s the anchor. “Mr. Smith, our top package is a full roof replacement with the best materials. It’s the gold standard.” This sets the high bar. It shows what’s possible and sets expectations.
Highlight the Benefits of the Best
Explain why it’s worth it. “This package will fix all your problems for good. It adds value to your home and lasts for decades.” You’re showing why the high price is justified. You’re planting the idea that quality costs more.
Introduce the Mid-Range as a Smart Choice
Next, slide into the mid-range option. “If that’s too much, our mid-range package is a great choice. It covers the most damaged parts and extends the roof’s life.” This option now looks like a smart compromise. It’s not as pricey, but still offers solid benefits.
Compare to the High-End
Compare it to the top package. “You get many of the benefits of a full replacement, but at a lower cost. It’s the best value for your money.” Make the middle option look like a savvy decision. It’s not cheap, but it’s not the top price either.
Downplay the Basic Fix
Finally, mention the basic fix. “We can patch the leaks, but it’s a short-term solution.” It’s there, but it’s not ideal. You want them to see it as a last resort. The mid-range should look far more appealing.
Emphasize the Value
Drive home the value. “The mid-range option gives you peace of mind and solid protection without the big price tag.” Highlight how it balances cost and quality.
A Simple Question to Flush Out Objections
Now it’s time to handle objections. You need to know what’s going on in their head. Here’s a simple question to flush out any fears.
Start by asking, “Is the price not what you expected?” This question isn’t about money. It opens the door for any concerns they might have. It lets them share their worries, whatever they might be.
Now, address their concerns. Maybe you can offer financing. Maybe you can educate them about your roofing system. But at least you’ve sparked the conversation now before you’ve gone any further!
Conclusion: Nail the Sale with Confidence
So, you’ve mastered the two pitches every roofer should know. There’s the pitch of the roof, and then there’s the sales pitch. The sales pitch, my friend, is the key to making money. Quotes and measurements don’t matter if you can’t close the sale.
Luckily, a good sales pitch isn’t rocket science. It takes three steps. First, find the emotional root of the homeowner’s problem. Next, lead your pitch by restating that emotional problem and its consequences. Finally, offer your solution, starting with the most complete package.
Let’s recap:
Find the Problem
Dig deep with open-ended questions. Uncover the root issue. Don’t just scratch the surface. Get personal and make them think about the impact on their life.
Reveal the Consequences
Show them why the problem matters. Highlight the emotional and personal consequences. Help them see the cost of doing nothing. Make them feel the urgency.
Show Concern, Not Control
Your tone matters. Show genuine concern. Avoid sounding like a know-it-all. Be their guide, not their boss. Make sure they feel you’re on their side.
Represent the Problem
Remind the homeowner of their pain points. Restate the problem, highlight the emotional pain, emphasize the consequences, show empathy, and ask for confirmation.
Offer Your Solutions
Start with your best offer and work your way down. Lead with the top-tier solution. Highlight the benefits. Move to the mid-range option and finally offer the basic fix.
Price Anchoring
Set the top package as the standard. Make the mid-range option look like a deal. Compare and contrast to show value.
Flush Out Objections
Ask, “Is the price not what you expected?” to reveal any hidden fears. Listen, empathize, and address their concerns. Offer flexibility and reassurance.
Now, armed with these steps, you’re ready to nail the sale. Remember, you’re not just selling a roof. You’re offering peace of mind, security, and a better life. Go out there and close those deals with confidence!
Wish you had more opportunities to practice your roofing sales pitch?
Then book a demo of ProLine!
It’s a CRM that helps you close more sales and make more money with less work!
Also, check out this sales training video from Jeremy Miner.
It provided tons of inspiration for this article, is almost certain to make your sales pitch better!
