Why Are Roofing Salespeople So Darned Pushy?
Roofing Salespeople are Pushy Because of One Phrase...
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No roof sale, no pay. Here are a few classic selling phrases you can expect to hear from pushy roofing salespeople... “Is it possible to get this done today?” “What will it take to earn your business?” “We have a promotion today, it ends tomorrow.” Any way to get a homeowner to commit and sign a contract is the end game. Pushy roofing salespeople don’t care about you or whatever you’re buying, just so you’re buying from them! Every sale is a stepping stone to the next tier or the sales goal. Pressure from management and commissions is why pushy roofing salespeople exist. The circumstance is so common in the roofing industry and the main reason I struck out on my own to do it my way.
I will admit, I was a roofing salesman.
The first step to solving a problem is admitting there was a problem. Now as a business owner I get to meet people and solve problems with their roof and walk them through the whole process. Through the years I’ve found the more pushing a salesman does, the more push back from the customer. Kind of like Newton’s Third Law. Every action is an equal and opposite reaction. People in Minnesota want to know who you are first. The product is secondary the relationship is first.
Here’s a funny story to test this theory.
I was at a home show in Owatonna in 2017 selling for a different roofing company. A saleswoman from Florida was next to me selling steam cleaners. It was a demo booth as seen at the fairs and home shows. A huge stack of cleaners stood behind her with Post-it notes marking some as already sold. The “hurry supplies are limited approach.” I watched her process unfold. Her boss probably said, “Demo the product, deliver the pitch, then push for the sale.” This maybe works in Florida but it flops in the Midwest. I watched as couples approached and were wowed by the presentation. We Minnesotans are curious by nature. The presentation was smooth seamless and done hundreds of times. In the end, it became typical, just like what was expected of me when I sold roofing. The salesman, saleswoman got pushy. “So what do ya say? Buy my product!” My best explanation is an ice fishing tactic. Just because you jig harder doesn’t entice the bite. Husbands put their hands in their pockets and wives gripped their purses tightly. They would slowly back away maintaining Minnesota nice. I couldn’t pick out why she wasn’t selling until later, and she asked me. “What is with people in Minnesota?” I laughed. She spouted off “People want to know my name and where I’m from, who cares!” I relayed to her “Welcome to Southern Minnesota!” “We want to know your story, then we might buy from you.” Just like when I buy, I want to know who I’m dealing with. The price of the item is directly correlated to the relationship. A salesman or saleswoman cannot be pushy but needs to relate. The disconnect was Florida and not that it was a bad thing. I told her “Slop some tater-tot hotdish on the demo cooktop and clean that off” People will get it! On the last day of the show and she still had a stack of these cleaners and slowly they started to sell simply because the customers who visited her the day before gained just enough of a connection to buy.
I Solved the Problem By Not Being a Pushy Salesperson
Pushy Salespeople use contracts early in the process.
Have you ever bought something and were told by the salesperson how much it was needed? After owning the item for awhile the determination was made “This is useless!” Like buying a clear cote for a new vehicle? A new kitchen gadget that makes life easy. Or a $10,000 roof that was bought when the previous one had life left in it. Granted a new roof isn’t useless, but it’s not something that should get rushed into. Trusting the salesperson is key. There is false trust and genuine trust. Sorting it out is up to you. Google reviews, word of mouth, and Facebook is a great place to check up on my business. Choosing the right roofing contractor is an article that discusses this
My way of doing business. My job is to visit your project and helping you solve a problem with your roof. My business is roofing, not siding, not windows, not landscaping, not gutters. We specialize in roofing. I have lots of knowledge of these other items and can direct you to a suitable local contractor, but roofing is our focus.
Doing Business with Rooftop Solutions- I want to say I’m old-fashioned but then again I started my business right when Covid-19 began. I’m rooted in doing things the old-fashioned way but quickly understood the world was changing and I had to change with it. We adapted before even hitting the ground! A great example of us adapting: A homeowner told me this after the job was finished, “There are a lot of nails that were missed.” Instead of arguing, I agreed and built a better magnet!
I have been brought up in a small business since 1991- Roofing is not something that is fun nor should it be pushed unless there are problems. There is a right way of doing things and remaining professional is key
What is the Rooftop Solutions process?
Notification - I give you notification that I will be stopping over to look at the project. Sometimes it’s a text or a call just to inform you I’ll be on your property.
Gathering info Stage - This is the focus of the visit. Understanding what your needs and wants are a priority here. Gathering info starts with you! Sometimes there are necessary things that you just want to be taken care of! Take that antenna down, get rid of the dish, clean the gutters! The conversation goes where you want it to go.
Estimate - For the second visit I have a presentation based on your roof and what was seen with a written estimate. This is my agreement/contract. No fine print, just a document stating what is required of me and you. Sometimes people say “Put us on your list!” Sometimes “We’re getting other bids.” or “We need some time to think.” all are respectable responses
Let’s say you said “Put us on your list!” - We schedule the project and keep you in the loop for the install time frame. The time frame that works best with Minnesota weather.
Roofing day arrives - Enter the site supervisor whom you’ve never met who’s extremely well versed with phone scrolling… WRONG! I’m back with the crew and we see the completion of your roof.
Telling the Difference Between Pushy Roofing Salespeople and Assertive Salespeople
There are two types of salespeople: Pushy and Assertive. We all know the pushy type, but don’t confuse an assertive salesman with a pushy one. Assertive salespeople are informing you of the situation and getting you information to make a logical decision. Prices change and inventory gets sold. Misjudging the situation means paying more or not getting what you want.
Pushy Roofing Salespeople Tactics
Ripping the competition. This has got pushy salesperson written all over it! Nothing says unprofessional like tearing competition down to make one look better.
An aggressive salesperson can come across as a nice guy/girl for only so long. The second there is a little wavering from the prospective buyer the teeth may come out. Being rude or downright mean can be the response from this type of person. Aggressive salespeople don’t listen and have one goal: Sell you and move on to the next.
Using free items to get you to buy. Old tactic but not dead. Sign the contract and get a free: grill, steak knife set, or free labor on install. Nothing is free, it will be absorbed into the cost of the roof. The buyer just doesn’t see it on the invoice.
Artificial deadlines- These tend to be made up, or just a tactic to get you to buy now. Real deadlines exist. 2021 is a prime example. The roofing and lumber market is all over the place. An assertive salesperson will try to get this point across without being overly pushy. Trust is pretty important here.
Your roof is damaged from hail and needs replacement immediately. A great statement from a long-distance storm chasing outfit! Ask your insurance adjuster to get the real answer.
With roof damage, some roofing companies offer deductible coverage. Even offering $1000 to put their yard sign up is a back-door way of paying a deductible. This is insurance fraud, be careful.
Doing your homework is so important. The harder you may feel pressured the more you may want to step back and evaluate the situation.
Assertive Salespeople Characteristics
Are looking to understand your situation, They are listening and trying to find the best fit for you.
They listen. Some customers want the best products and others don’t. Assertive salespeople give you options.
These are the salespeople that really do want to help you out.
They want to give you the information needed to make a wise decision.
Assertive salespeople have integrity and may opt to walk away from a potential sale. Simply put there is a quality line that doesn’t get crossed, business headaches are sprouted from stooping to meet a competitor that just doesn’t offer the same value or product.
At Rooftop Solutions my goal is to provide you with valuable information needed to make a good decision on your roofing project.
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