VIEW FROM THE TOP: Upselling: Best for Your Customers and You
All of the hurricane activity this year has left a long trail of devastation that will take years to completely repair. The work by contractors and FEMA has only begun to pick up the pieces of homes and lives that were left in shambles by the roughest hurricane season on record.
All of the hurricane activity this year has left a long trail of devastation that will take years to completely repair. The work by contractors and FEMA has only begun to pick up the pieces of homes and lives that were left in shambles by the roughest hurricane season on record.
However, the worst part of the entire tragedy is that some of those homes could have been saved. Many homes that were ruined by winds and rain would have been protected if the homeowner had installed a higher quality roofing system.
It's hard to fault the homeowners, though. Granted, some of them may have simply tried to save money when it became time to replace their roof, but many of them may not have even known there were more advanced and protective roofing systems available.
You might be thinking that the difference between a standard three-tab roof and a 50-year full system is something your customers just won't pay for, but when you look at things in the long run, it's a small price for a homeowner to pay to ensure their family's protection, not to mention the protection of what is likely their largest investment.
Let's say that they purchase a new roofing system for their home today for $7,000. Now, since that roofing system isn't of the highest quality materials, it might wind up lasting only 12 to 15 years. In 12 years or so, they might be forced to replace that roof again, and this time it's going to cost them $12,000. That means that initial choice cost them $19,000. Plus, if a hurricane hits or adverse weather strikes, they could be putting their home at risk.
However, if they were able to purchase a higher quality roofing system in the first place, their home and safety may be a little more secure. For an initial investment of $10,000 to $15,000, they could purchase a more advanced roofing system that would last for 30-plus years. In that scenario, they could save thousands of dollars over the years and protect their property in adverse weather conditions.
With that scenario in mind, it's obvious that purchasing a more advanced and more expensive roofing system is in the best interest of the customer. It's also definitely in the best interest of the roofing contractor as well.
When you provide your clients with the option of purchasing a more protective roofing system for their home or property, you're giving your clients a powerful benefit. You're giving them the freedom of choice. By providing options, you're able to show your clients that you're looking out for their best interest rather than trying to sell a cheap roof simply to get the business. Ask your customers numerous questions and then decide on what makes the most sense for their situation. What does it all come down to? It all centers on having your team present options to the homeowners when you are presenting your services.
Training is really what it's all about. Train your team to share options with the homeowners. Show them why it's in their best interest to do so, and let them know why it's in the best interest of the homeowner for them to know every option available.
Safety is really the only option when it comes to a successful roofing system, and by giving your clients the opportunity to install the best on their home, you're ensuring that safety. Will all of your clients take that option? Of course not.
There will always be homeowners whose primary concern is price. That's one of the prime concerns with roofing systems or any home improvement, but it might not be an individual's primary concern. They may be more interested in the top-of-the-line system for safety, appearance or lower life-cycle costs. And for that individual, the option to go with the best system, regardless of cost, would be the winner.
As homeowners through the Southeast repair their homes following this deadly season of hurricanes, I'm instructing my team to provide them with all of the options available to them to make sure that next hurricane season, their home will be ready because protection, no matter what the price, is really in the best interest of your customers and your company.
All of the hurricane activity this year has left a long trail of devastation that will take years to completely repair. The work by contractors and FEMA has only begun to pick up the pieces of homes and lives that were left in shambles by the roughest hurricane season on record.
However, the worst part of the entire tragedy is that some of those homes could have been saved. Many homes that were ruined by winds and rain would have been protected if the homeowner had installed a higher quality roofing system.
It's hard to fault the homeowners, though. Granted, some of them may have simply tried to save money when it became time to replace their roof, but many of them may not have even known there were more advanced and protective roofing systems available.
You might be thinking that the difference between a standard three-tab roof and a 50-year full system is something your customers just won't pay for, but when you look at things in the long run, it's a small price for a homeowner to pay to ensure their family's protection, not to mention the protection of what is likely their largest investment.
Let's say that they purchase a new roofing system for their home today for $7,000. Now, since that roofing system isn't of the highest quality materials, it might wind up lasting only 12 to 15 years. In 12 years or so, they might be forced to replace that roof again, and this time it's going to cost them $12,000. That means that initial choice cost them $19,000. Plus, if a hurricane hits or adverse weather strikes, they could be putting their home at risk.
However, if they were able to purchase a higher quality roofing system in the first place, their home and safety may be a little more secure. For an initial investment of $10,000 to $15,000, they could purchase a more advanced roofing system that would last for 30-plus years. In that scenario, they could save thousands of dollars over the years and protect their property in adverse weather conditions.
With that scenario in mind, it's obvious that purchasing a more advanced and more expensive roofing system is in the best interest of the customer. It's also definitely in the best interest of the roofing contractor as well.
When you provide your clients with the option of purchasing a more protective roofing system for their home or property, you're giving your clients a powerful benefit. You're giving them the freedom of choice. By providing options, you're able to show your clients that you're looking out for their best interest rather than trying to sell a cheap roof simply to get the business. Ask your customers numerous questions and then decide on what makes the most sense for their situation. What does it all come down to? It all centers on having your team present options to the homeowners when you are presenting your services.
Training is really what it's all about. Train your team to share options with the homeowners. Show them why it's in their best interest to do so, and let them know why it's in the best interest of the homeowner for them to know every option available.
Safety is really the only option when it comes to a successful roofing system, and by giving your clients the opportunity to install the best on their home, you're ensuring that safety. Will all of your clients take that option? Of course not.
There will always be homeowners whose primary concern is price. That's one of the prime concerns with roofing systems or any home improvement, but it might not be an individual's primary concern. They may be more interested in the top-of-the-line system for safety, appearance or lower life-cycle costs. And for that individual, the option to go with the best system, regardless of cost, would be the winner.
As homeowners through the Southeast repair their homes following this deadly season of hurricanes, I'm instructing my team to provide them with all of the options available to them to make sure that next hurricane season, their home will be ready because protection, no matter what the price, is really in the best interest of your customers and your company.
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