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RCI January 2018

Why it pays to add value SIG ROOFING IN FOCUS Entering a customer’s home to persuade them to use your roofing services rather than a competitor is by no means easy. At the end of the day, you are entering their private space whilst they are considering a substantial investment, and it’s often one that they weren’t planning to make. However, by adding value to your offer, not only will you stand a greater chance of winning the job, your customers will gain a satisfactory solution for their roof and the referrals will flow. To many of us, the term ‘added value’ conjures up product extras, finance deals, or even freebies. Throwing in these extras may help to win some jobs, but placing the emphasis on price instead of quality of work may make customers question your overall service. So, let’s consider how to offer real added value without compromising the customer’s view of your company. Ask questions: If you’ve successfully made it through the initial enquiry stage, then your efforts are working and it means it’s now the time to work on building a relationship with your customer so you can deliver a truly valuable service. By asking detailed and relevant questions, you will help your potential customer to think more fully about the job and their needs. Do they have a budget in mind? How long do they intend staying in the property? Does curb-appeal matter to them? Do they already want to use a certain type of covering? Do they have concerns about the environmental impact of the products? How will the repairs impact on their day-to-day living arrangements? These types of questions will help you gain a clearer picture of their situation and demonstrate that you are trying to find the best solution possible. Share your knowledge and experience: Whether it’s a small repair or a substantial investment in a new roof, your customers will have lots to think about. Instead of blinding them with technical jargon and complex details, you can keep things simplified and help them consider the options and variables relating to their roof. To add value, you need to do this in a way that saves time without undermining the quality of your information and advice. For instance, if the roof has sprung yet another leak and the customer wants a quick repair, but in your opinion it would be better to replace the roof entirely, you need to impart this information and give guidance on cost benefits so they can weigh up the options. Whilst you can and will complete the work as the customer decides, they will always appreciate being able to make that informed decision themselves based on the knowledge that you provide. Another great way to confidently sell your company’s experience, ability and reliability is to share customer testimonials, along with images of similar jobs that you’ve already completed. Remember, you’re probably not the only company they are talking to, so why not differentiate yourself from the rest in this way? Put together a file to showcase your work – keep it clean, tidy, up-to-date, and always on hand. Suggest new products and solutions: By taking the time to listen to your customers, you may be able to suggest a roof covering or solution that they may not have previously considered. For customers looking to add value to their property, it’s worth introducing them to a premium roof covering that will stand the test of time and give added curb-appeal. Just because the existing roof is concrete or bitumen doesn't mean it has to stay that way. Also, why not recommend roofing products that come with extended or single package warranties? This will give customers further reassurance in the quality of your products, company, and services. Equally, once the job is completed, why not suggest a maintenance plan? By keeping your suggestions in line with what you’ve learned about your customers, you won’t be wasting their time, or alienating them with a pushy sales pitch for something that’s not relevant. Follow-up: We know it makes sense to follow up a quote to win the work, however even when the customer has placed their order, you can still follow up with them to confirm timings and details of the job. Knowing that you are there to provide a full service and that you can troubleshoot – if necessary – gives your customer further peace of mind. Added touches like this will help create value for your customer, secure your chances of a great referral, and increase the likelihood of repeat business in the future. When carried out properly, adding value to your offering has the potential to add value to your business in so many ways. People buy from people that they like and trust – so by becoming a trusted contractor whose main concern is to provide quality roofing solutions, you will switch the focus away from price and added value will win the day. www.sigroofing.co.uk 022 RCIMAG.COM JANUARY 2018 By Janine Brady, marketing manager at SIG Roofing “Instead of blinding them with technical jargon and complex details, you can keep things simplified and help them consider the options and variables relating to their roof” “For instance, if the roof has sprung yet another leak and the customer wants a quick repair, but in your opinion it would be better to replace the roof entirely, you need to impart this”


RCI January 2018
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