MRA: Turning leads into sales

By Bill Hippard

Building on the strong partnership we’ve built during the past few years, MRA will once again be working with Dave Yoho Associates to present a series of free educational webinars for all contractors.

Metal Roofing AllianceOpen to all roofing contractors and remodelers, the free webinars will address issues critical for all home improvement businesses, including marketing, lead generation and sales tactics. To register, simply visit Dave Yoho’s Home Improvement Seminars site:

The first webinar, entitled “Cracking the Code on Lead Generation,” featured the basics of prospect development, tactics for generating more leads and the importance of follow-up.

Nearly 1,000 attendees participated in the webinar, which featured home improvement veterans such as Frank Farmer sharing relevant examples of what works and what doesn’t.
A poll conducted during the session revealed that 77 percent of the participants believed consistently generating enough leads was their biggest business challenge. Another 18 percent listed closing leads as their toughest hurdle.

A hot topic of conversation was the classification of leads. Everyone’s familiar with the negative terms used to label leads, including “soft,” “tire kickers,” “shoppers.” Dave Yoho dispelled the myth of the unworkable lead, saying, “Every lead, even the most nebulous, is an indication of interest in your product or service.” In his view, contractors should not stop working a lead until the prospect has bought the product, whether from you, a competitor or the homeowner moves.

Farmer, president of American Metal Roofing in Flint, Mich., agreed, saying he finds multiple reasons to stay in contact with all of his leads. Even if a homeowner schedules an appointment but doesn’t sign the contract, Frank’s team calls back to survey the prospect and discover the reason. This simple follow-up call can sometimes resurrect a sale. At a minimum, the homeowner can provide valuable information to help with the next prospect.

The upcoming webinars will continue to focus on turning leads into sales. Topics will include:

  •  New methods to overcome high costs as well as low performance
  •  How to attract the “little or no” competition lead
  •  Methods to properly identify the type of lead your salespeople can sell
  •  The reasons why most canvassing programs fail
  •  How to make “radiation marketing” work every time
  •  How to effectively stimulate more “self generated” leads
  •  How much you should budget for your lead generation efforts
  •  The “how-to’s” of profitable “Personal Contact” marketing


Dave Yoho Associates is one of the oldest, largest and most successful business consulting companies operating within North America. Launched in 1962, DYA’s consulting group has been dedicated to improving productivity and profit for its clients. The company maintains a primary niche within the building products and home improvement industry, offering onsite and online seminars throughout the year.

“Contractors should not miss this unique opportunity to learn from one of the best in the business. Dave Yoho and his team will provide contractors with real-world advice and ideas that can be implemented immediately to grow your business,” says Tom Black, executive director of the Metal Roofing Alliance.

For more information on any of our educational programs, or to become a member of the Metal Roofing Alliance, visit our website at

Bill Hippard is the executive director of the MRA and vice president of sales at Precoat Metals.

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