Build a lasting connection with your customers through color

By Emma Peterson. 

Succeeding in the roofing industry requires more than building structures and developing materials, it requires understanding your customers’ emotions. 

In this Coffee Conversations®, Heidi J. Ellsworth hosts a panel of industry professionals who discuss the importance of emotional intelligence in the roofing industry. The panel included Sue Burkett and Jessica Tinney from Owens Corning, Tara Coopley from Third Estimate Corporation and Pam Torrey from Ingage.  

At Owens Corning, there is a concerted effort to recentering roofing as a choice and a form of self-expression rather than just another commodity, which helps build a stronger connection with the customers getting these roofs. Jessica explained that developing and selling color is key to “creating an emotional connection for the homeowners and contractors too.” And using well-developed colors can enable those choices to grow with the customer, as Sue explained, “If that roof has enough color in it, it can make the transition across life phases with you.”  The incorporation of these types of colors into your business can grow your positive reputation and help close more deals. 

Pam emphasized the importance of strong emotional intelligence to fully experience the power of color in sales. She explained, “If you use all the visual assets in your sales presentation, you're more likely to have one that will connect with that buyer. And that's really where the emotional savvy of the sales rep comes in as they must know what is connecting with the buyer.” Tara added, based on her experience as the CEO of Third Estimate, “We make sure that our mobile showrooms are stocked with tons of samples of all different colors and textures, and that is very important to hit that emotional button in the home.” 

Read the transcript, Listen to the podcast or Watch the YouTube video to learn more about emotional intelligence in roofing.