search
cart
facebook twitter linkedin youtube instagram Spotify Podcasts Apple Podcasts Spotify Podcasts Apple Podcasts
  • Sign In
  • Create Account
  • Sign Out
  • My Account
  • NEWS
  • TOPICS
    • Cool Roofing
    • Event News
    • Latinos in Roofing
    • Low Slope
    • Legal
    • Metal
    • Project Profiles
    • Roofing Supply Pro
    • Roofing Safety
    • Steep Slope
    • Sustainable Roofing
    • Technology
  • EXCLUSIVES
    • Best of Success
    • Contractor Profile
    • IRE Show
    • Roofing Contractor of the Year
    • Top 100
    • Young Guns
    • State of the Industry
    • Century Club
  • MULTIMEDIA
    • Videos
    • Podcasts
    • Interactive Spotlights
    • Roofing Quizzes
    • IRE Videos
    • Webinars
    • Photo Galleries
  • PRODUCTS
    • New Products
    • Featured Products
  • COLUMNS
    • Editor's Note
    • Exit Planning
    • Legally Speaking
    • Safety Advice
    • Technical Details
    • Guest Column
  • EVENTS
    • International Roofing Expo
    • Webinars
    • Best of Success Conference
    • Industry Events
  • DIRECTORY
    • Associations
    • Distributors
    • Manufacturer/Supplier
    • Business Services
    • Get Listed
  • MORE
    • Roofing Contractor eNews
    • Techos y Más Advisory Board
    • RC Store
    • Roofing Supply Pro
    • Custom Content & Marketing Services
    • Market Research
    • Sponsor Insights
    • Company Spotlights
    • Classifieds
      • Auctions
      • Business For Sale
      • Business Opportunities
      • Equipment For Sale
      • Positions Available
      • Products
      • Safety
      • Software
      • Services
      • Training
    • Contact Us
  • EMAGAZINE
    • eMagazine
    • Advertise
      • Media Kit
      • Editorial Calendar
      • Contact
    • Archive Issues
  • SIGN UP!

King's Corner: How to Sell in a Down Market

By Chris King
December 4, 2008
Sales the lifeblood of any business, and selling becomes even more important in a tough economy. I recently spoke with Rick Davis, the president of Building Leaders Inc., a Chicago-based sales training company, who shared with me some tips for selling in a down market.

Sales the lifeblood of any business, and selling becomes even more important in a tough economy. I recently spoke with Rick Davis, the president of Building Leaders Inc., a Chicago-based sales training company, who shared with me some tips for selling in a down market.

“This is a market that presents the perfect storm of challenge, more than most businesspeople have ever faced - a banking crisis, world economic recession, a housing drop-off as bad as the Great Depression, political polarization,” Davis said. “All these crises challenge the career and spirit of every salesperson in our industry.”

The roofing market still holds opportunities, according to Davis. “I think the thing that many people forget is that we have a very segmented market - i.e., lots of small businesses in various markets with no one company holding more than a 10 percent share,” he said. “Thus there is an abundance of opportunity for those that are willing to work at it and position themselves properly, even in these tough economic times.”

Davis urged contractors to do three things:

1. Focus on home improvements. “With the likelihood that people will stay in their homes longer, expect people to reinvest in the valuable asset in which they currently live,” he said.

2. Plant seeds of future growth. “While the new construction market is down 60 percent over the past four years, there are still hundreds of thousands of homes being built,” said Davis. “Rather than strive for instant transactions, I teach contractors to make contacts and forge relationships with builders in order to be the first choice of supplier when things go wrong with their existing supplier.”

3. Change your mindset. “Increase you intention to help other people and reduce your expectation of what is in it for you,” he advised. “Remember that your customers are scared and do not want to feel your pressure or fear. Try to be the level-headed hero that creates calm in tough times and they will remember you as a valuable resource for the future.”

Davis also offered some advice on obtaining leads. “Besides the obvious answers such as lead lists and referrals, I recommend that contractors proactively seek the leads they can get from their vendors and, in particular, manufacturers,” he said. “Those are the leads that rarely get distributed to the contractor. Even when they do get distributed, they often are not properly utilized. Manufacturers receive thousands of requests for information from magazine inquiries that are hot leads which should be leveraged daily. Networking is also critical.”

If you’re interested in more advice on this timely topic, Davis will present seminar at the International Roofing Expo (IRE) titled “How to Sell in a Down Market. ” The seminar is scheduled to take place Tuesday, Feb. 3, from 7:45 a.m.-9:15 a.m.

For more information about the seminar, visit www.theroofingexpo.com.

For more information on Building Leaders Inc., call Rick Davis at 773-769-4409, e-mail him at rickdavis@buildingleaders  or visit www.buildingleaders.com.

Share This Story

Chris King is editor of Roofing Contractor. He can be reached at 248-244-6497.
You must login or register in order to post a comment.

Report Abusive Comment

Blog Topics

Damato of the Day

Guest Blog

Recent Comments

Foundation Bolts Manufacturer and Supplier

Scratch Games

CDSCO Certification

Justin Bieber’s purple hoodie is an iconic piece...

It's fascinating to see how virtual trade shows...

Manage My Account
  • eMagazine Subscription
  • Sign Up for the eNewsletter
  • Online Registration
  • Manage My Preferences
  • Subscription Customer Service

More Videos

Sponsored Content

Sponsored Content is a special paid section where industry companies provide high quality, objective, non-commercial content around topics of interest to the Roofing Contractor audience. All Sponsored Content is supplied by the advertising company and any opinions expressed in this article are those of the author and not necessarily reflect the views of Roofing Contractor or its parent company, BNP Media. Interested in participating in our Sponsored Content section? Contact your local rep!

close
  • TAMKO Titan XL Shingles
    Sponsored byTAMKO®

    Built for Business: How Titan XT® Shingles Keep Proving Their Value

  • An overhead view of a residential block
    Sponsored byCBIZ CompuData

    From Spreadsheets to Strategy: How Roofing Companies Can Transform Financial Operations

  • Snow Guard Solutions for Metal Roofs by S-5!
    Sponsored byS-5!

    Safeguard Your Building: How Snow Guards Prevent Costly Roof & Property Damage

Popular Stories

The Home Depot is weighing a bid for GMS. The potential offer would pit the retail giant against QXO Inc.

UPDATE: Home Depot Pushes QXO Out of GMS Pursuit

Brad Jacobs, chairman and CEO of QXO, offers $5 billion to acquire GMS, a major distributor of gypsum and interior building products.

QXO Sets Its Sights on GMS in $5 Billion Offer

Undocumented workers make up 36% of the U.S. roofing workforce, leaving contractors and workers alike especially vulnerable.

Roofing is Left Exposed by Trump’s Deportation Flip-Flop

Roofing Contractor Webinar

Events

December 3, 2025

The Premier Roofing Conference: Best of Success

Join roofing professionals from across the nation at the 2025 Best of Success conference, the ultimate destination for roofing professionals seeking the latest industry insights and networking opportunities. Pick up strategies for critical challenges like workforce shortage with innovative solutions, explore the latest advancements in roofing technology and sustainable practices, and gain valuable insights from industry leaders on navigating the evolving roofing landscape.

View All Submit An Event
×

Be in the forefront of the roofing industry!

Join thousands of professionals today. Shouldn’t you know what they know?

JOIN NOW!
  • RESOURCES
    • Advertise
    • Contact Us
    • Directories
    • Store
    • Want More
  • SIGN UP TODAY
    • Create Account
    • eMagazine
    • eNewsletter
    • Customer Service
    • Manage Preferences
  • SERVICES
    • Marketing Services
    • Reprints
    • Market Research
    • List Rental
    • Survey/Respondent Access
  • STAY CONNECTED
    • LinkedIn
    • Facebook
    • Instagram
    • YouTube
    • X
  • PRIVACY
    • PRIVACY POLICY
    • TERMS & CONDITIONS
    • DO NOT SELL MY PERSONAL INFORMATION
    • PRIVACY REQUEST
    • ACCESSIBILITY

Copyright ©2025. All Rights Reserved BNP Media.

Design, CMS, Hosting & Web Development :: ePublishing