Overcoming Common Problems…. - PowerPoint Presentation

Slide1

Overcoming Common Problems….

To Increase Sales and ProfitsSlide2

Scott Siegal BioRoofing contractor for + 25 years. Owned and operated 4 roofing companies doing all types of roofing work from minor repairs to million dollar projects including historic restoration. Former President local Roofing Contractor Association Conducted over 250 roofing contractor seminars sponsored by CertainTeed, GAF, NRCA and numerous distributors and local trade associations.Currently President of Maggio Roofing and Certified Contractors Network with members in the US & Canada.Slide3

Most Common ProblemsThe “Fly by Night” Low Price CompetitionMost Common ComplaintProfessional roofer competing against a non-professional Only overhead may be their truckNo insurance Price is cheaper, but disappears or fails to perform a professional jobSlide4

Juggling ActAre you wearing too many hats within your company?SalesmanManagerProject schedulerCustomer serviceRevenue collectorPurchasing agentSlide5

Peaks & ValleysEvery trade has cyclesResult is too much work, difficult to get it all doneSo little work that can’t get a job no matter how low the priceSlide6

Too Little ProfitWorking all year only to find that there’s not enough left on the bottom line to make it worthwhileSlide7

Frustrated?Is all this pressure with the roofing business worth it?Low Priced Competition,Juggling Acts, Peaks and Valleys,and not enough profit createStress and lack of peace of mind Slide8

Average GAF Residential RooferAverage Gross Profit: 23%$178.43 is the average cost of a leadAverage marketing budget is $48,119.42Slide9

Reasons For Too Little ProfitIncome vs ProfitDon’t confuse money in your pocket equals profitIncome is the money paid for work performedProfit is the money the business makesGoals need to be set for both income and profit (or you will end up working for a paycheck…maybe)Slide10

Contractor Myth # 1The customers main concern is priceConsumers only see price as important when value is not shownHigher the value, less price is consideredSlide11

Myth # 2Jobs are sold, not boughtMost consumers have to find their own contractor (either through the internet or referral) Contractor responds by preparing a bid and sending it to ownerThis process is bidding, not sellingSlide12

Selling Professional contractorsDevelop prospects from a marketing planCover leads professionallyMake a professional presentation to solve a problemProvide reasons for selecting him/her over othersProvide reasons to act now without high pressureSlide13

Good Selling programs…Help overcome the 4 most common problems Overcome low-ball competitor – sales plans differentiate the professional from the low ball competitor. A sales plan will help to explain the differences between the two, so the owner understands the value and is comfortable paying a higher priceOvercoming juggling too many balls – The sales ball is the easiest to pass off to another in order to lighten the owner’s load. Hiring salespeople requires development or acquiring an estimating and sales plan, a training program and a plan for lead generationSlide14

Overcoming peaks and valleysA direct marketing/sales approach is required to develop leads when there is no business due to seasonality or other reasonsOvercoming too little profit A professional sales presentation can justify a higher priceGood Selling programs…Slide15

The “Selling Puzzle”

Presentation

The

Power

Buying

Motive

Proposal

Basic

Buying

Motives

LeadsSlide16

Marketing & Lead ManagementInbound Leads vs.Outbound Leads

LeadsSlide17

Are You Raising “Lead Babies”Do your salespeople generate their own leads?Do they wait for you to hand them leads BEFORE they do anything?Slide18

I’m A Salesperson…It’s Not My Job To Generate Leads.Slide19

It’s a numbers GameSalespeople should be cold calling around existing leadsRun more appointments!Leads are the life blood of a roofing business Slide20

Basic Buying MotivesBasic BuyingMotives

Fear

Gain/Loss

Pride

ImitationSlide21

Basic Buying MotiveFear/Concern – Motivated out of fear for something (leaks)Financial – Buys for either financial gain or to avoid loss. Purchase in the off season for a discount or avoid high season pricesSelf- esteem- Pride in their home (perfect home in the neighborhood whose lawn is perfect, paint is perfect, driveway is sealed)Joneses – Keep up with the neighborsSlide22

Power Buying MotiveThis is separate from basic buying motivesThis is the motivation for selecting the specific contractor at a higher price and REJECTING the non-professionalSlide23

ConfidenceSurvey asking consumers why they rejected or purchased projects They either lacked confidence in the contractor, so they didn’t buy or they had confidence and they did buySlide24

How to build ConfidenceIn you – Think of yourself as a doctor, not a contractorAsk questions and diagnose the problemDress appropriately – 1st impressions matterVehicle should be cleanShow up on timePresentationSlide25

In Your Company –Pictures of jobsTestimonialsInsurance certificatesTraining certificatesLicensesList of satisfied customersHow to build ConfidenceSlide26

In the productWarrantiesKnowledge of the productWhy you reject other productsClean presentable brochures/samplesComputer appsConvert features into benefitsHow to build ConfidenceSlide27

In your proposal – Use a professional proposalSilent salespersonMulti-pageHow to build ConfidenceSlide28

Proposal & PriceProposalProposal should be presented to complete buying partySlide29

Four basic stylesBusiness card – some write the price on the back of a cardBoiler Plate – form on which the contractor checks off choices that define the jobOne liner – This is a custom proposal for a project that has been typed and usually consists of one line, usually a feature that doesn’t explain the benefitESP (Effective Sales Proposal) – Designed to provide feature and benefit of the product and service. Anticipates how the owner thinks and what questions he might have so that he has the information needed to make a buying decisionProposalSlide30

What Can CCN OfferNetworking Best PracticesTraining Boot CampsSalesProductionAdminProprietary programsSales App for IpadVideo emailLead generation programsMuch moreSlide31

Any Questions ???Scott Siegal 301-891-0999 x 113 Office scott@contractors.netSlide32

Certified Contractors NetWork800.396.1510www.contractors.net