Four Tips for Using Safety as a Sales Tool

It’s no secret that roofing is a competitive business and that homeowners often look for the lowest bid among the several roofing contractors they spoke with. In general, the average homeowner does not have direct roofing experience and has not thought through the complexities of the job. When your estimators go out for sales calls, they can learn to change the conversation and present the features and benefits including your safety equipment and protocols that make your company stand out above the rest.

With a little practice, they will find it easy to work safety into the conversation. Here are a few tips that can make a difference in your next roofing bid:

1. Feel Their Fear

Homeowners are rarely elated by needing a new roof considering the disruption, the contract cost, or any extras due to problems found once the job starts. They’re afraid of making a costly mistake or of “being taken” by an unscrupulous contractor. Acknowledge those fears right up front and describe the history of your company. Is it a generational business? That’s a plus, so talk about it. Be sure to present your list of references early in the sales call to emphasize your quality and stability.

2. Quality Sells

Homeowners want a roof that looks good but they also want one that will last. Therefore,  it’s important to emphasize any warranties that you or the manufacturers offer. Your customer may have heard about new materials or architectural shingles, so do your homework beforehand. If you cannot agree with a technique or materials proposed by the customer, say so and have your reasons ready. Once you present the quality story in a professional manner, price often takes a backseat.

3. Promise Your Best

Homeowners have all heard stories or have had personal experience with contractors who make promises about start dates and then don’t show up or fail to complete the job on time. Of course, things can happen including weather events that make roofing impossible. The key here is communication. Ask their preferred method of receiving updates to the project and include phone, text, and email choices. Don’t just communicate bad news such as a delay in shingles or other materials. It’s important to give an update to the customer even when the job is on time and on budget.

4. Sell Safety

These days, all reputable firms make sure that OSHA and other safety regulations are followed on every job. However, it is still a strong selling point with homeowners and one that is not usually stressed during a sales call. Stating your safety precautions positions your company as a quality organization and immediately differentiates your company from ones that cut corners to offer a lower price. Talk about the safety measures you take including safe climbing tools, ladder safety, fall restraint and fall arrest equipment. Do you conduct regular safety training sessions or briefings? Say so. Do your workers have safety certifications? Mention those, too. If there are particular safety challenges on the job, point them out. Steep-slope? Skylights? How will you mitigate those special risks? Your customer will quickly realize your expertise and appreciate your commitment to worker safety.

The Winning Edge

Closing the sale in a competitive industry such as roofing often depends on the intangible. Customers will frequently mention that they just “felt more comfortable” with one contractor among the several they spoke with. Sometimes this feeling comes from the confidence of the salesperson or estimator — their demeanor or expertise. Their knowledge and communication of safety regulations and procedures can provide the winning edge you need to make the sale. Good luck and remember to sell safety.

About the author: Brandon Strawder is the CEO of Strawder Family Innovations, makers of The RIDGEPRO. For more information, visit theridgepro.com.