Just like every roof is different, so is every customer. You never know for sure what you’re dealing with until you’re onsite.
That’s why Wayne Stanek of Lifetime Shingles, with offices in Jordan, Minn., and Marshfield, Wis., makes sure he always meets with all of the decision makers. The sooner you can answer all the questions, the better chance you have of getting the project. You want to answer any possible objections — not leave it up to someone else.
“When you’re dealing with a church, you’re best bet is making a presentation to the whole board,” Stanek says. “When we can meet with the whole board, we do pretty well. If we get to meet with one board member and trust that board member to relay our message to the rest of the board, we got about a 90 percent failure rate.”
Stanek says the same rule applies when selling metal roofing to homeowners — make sure all decision makers are there. Your chances of closing the deal after meeting with only the husband or only the wife are not as good as they are meeting with both.
You never know what’s going to tip a customer to purchase investment grade roofing. One selling point that comes up more frequently is the fact metal roofing is “green.” Stanek says the best thing is metal has always been green or environmentally friendly. He’s devoted a page on his company website (www.lifetimeshingles.com) to the green benefits of metal. “You never know what people are going to grab on to,” Stanek says.
Education is still the key component to selling metal roofing. Asphalt shingles are a habit, a bad habit, the way Stanek tells it.
“They’ve been puffing along with asphalt shingles for years and it’s my job to find a way to make them quit,” he says. “Sooner or later, something clicks, it makes sense and they can relate to it and say, ‘I want that.’
“People know more about steel than they did a few years ago, but it’s still a process.”