Roofing contractors are continually asked to provide
technical decisions by building owners. The most frequently asked question -
particularly in these tough economic times - is whether the roof needs to be
replaced or if repairs can be made to extend the service life.
This article is the first in a series of three I will
offer you on “Managing the Customer Experience.” It is inspired by the comments
I get from roofing contractors that are struggling to differentiate themselves
from competitors.
During my most recent sales management seminar,
a program I conduct four times per year, I was struck again by the common lack
of structure I see in sales organizations. Nearly every company I have worked
with in my career has a very clear operational plan for production, delivery
and installation services.
Cold process systems consist of multiple plies of reinforcement
sheets that are set in a cold adhesive (solvent based or water based). These
systems are often referred to as cold process BUR systems because the
application procedures are similar to hot applied BUR systems.
My clients often engage my services to write copy for their brochures and Web sites. Most contractors believe they are promising a customer-driven experience. This was the case with one client who I had to challenge on that belief. I noted that the webspeak of his Internet site told a very different story. “Webspeak” is the language and implied message of your Web site.
Flashings are the most common source of roof problems. Leaks often occur at these areas due to improper termination design, improper workmanship or use of inappropriate materials. Oftentimes flashing design is omitted from project specifications and it falls upon the roofing contractor to provide guidance in these locations.
Metal roofs are now common sights on schools, shopping plazas, churches and municipal buildings. The aesthetic value of metal roof systems is making them more appealing to the architectural community.
When you are struggling to sell your higher end products, introduce less expensive options. You will be surprised to discover that your clients still purchase the more expensive goods. The response results from a psychological phenomenon called the Law of Contrast. When two options are presented side-by-side, the law of contrast reveals that people will choose the preferred option even at a higher price.
Codes and regulations play a large role in our day-to-day business operations. They dictate what is required on projects and influence everything from material selection to application techniques. The codes and regulations are constantly changing and it appears we are headed into an environment where regulations will increase and became more stringent.
As new construction starts plummet, many builders have begun shifting their business from new construction to remodeling. It’s easy to assume many won’t understand remodeling. But make no mistake that some will not be worse, but actually will be better business operations than their more experienced remodeling competitors.