Build Customer Trust by Sharing What You Know

By Colin Sheehan, RCS Reporter.

The importance of training your team and sharing your knowledge in the roofing business.

In a RoofersCoffeeShop® Read Listen Watch™ (RLW) now available on-demand, Nick Nobbe from Quarrix comes fully equipped with informative survey results that reveal how important contractor knowledge is for closing a sale. Relatedly, the survey determines that through sharing your knowledge of roofing with your customers, you can close more sales and differentiate your business.

The surveys from Quarrix, which included participants who were homeowners who had gone through a roofing repair or replacement within the last six months or who were going through one currently, found that 92% of their homes were not correctly ventilated. Notably, when Quarrix asked homeowners what led to their choosing of a contractor, almost no one chose low price as the number one factor.

“It always came down to knowledge,” explained Nick. “They wanted to make sure that they had a contractor who knew the products, knew the installation techniques and the science behind roofing and also some of the details around warranties.”

In nearly every single market inquired by the study, the same theme prevailed: The more knowledgeable the contractor, the better. Knowledge of your products and of roofing and ventilation in general built the customer trust that led to a deal.

However, a customer’s first point of contact with your company is often your sales team. Nick explained that homeowners will correlate trust with your company with how they perceive the salesperson. Ensuring your sales team is knowledgeable about the services they are selling and encouraging them to share their knowledge with the homeowner is crucial for closing deals and making your company stand out from the rest.

“They're really the touchpoint between you and your customer,” said Nick. “Those homeowners are going to evaluate your roofing company based on the interaction with that salesperson. So, if that salesperson gets a question about ventilation that they can't answer, then that homeowner is going to apply that knowledge level to the entire company.”

Even if you, your field workers or installers are knowledgeable on ventilation or any other part of the roofing process, the homeowner will move onto the next offer if that initial interaction with your salesperson is poor.

“Everyone from top to bottom, who might ever interact with a customer, needs to be trained. It's important,” said Nick. “And ultimately that's going to help you as a contracting company to put on better roofs. You're going to have better educated [employees] and happier customers."

Read, Listen or Watch the entire webinar to learn more about the importance of training your team and sharing your knowledge with customers.