Heidi and Vickie Show- Overcoming the challenges of new products- PODCAST TRANSCRIPTION

Editor's note: The following is the transcript of The Heidi and Vickie Show. You can read the transcript below or listen to the podcast here.

Heidi Ellsworth: Good morning, and welcome to the Heidi and Vickie Show here at RoofersCoffeeShop. I'm Heidi...

Vickie Sharples: And I'm Vickie.

Heidi Ellsworth: And it's another Saturday morning. And we thought we just talk about stuff, see what's happening out there. And actually Vickie has an excellent topic. So Vickie, take it away.

Vickie Sharples: My topic for today is overcoming the obstacles of a new product or new products. And when I say products, I'd like to talk about actual products that are tools that we install and also technology, software, things like that. And I was thinking today just wanted to have a conversation about it because you're super smart and this could apply to a contractor. This could apply to how a distributor sells a new product, how a manufacturer tries to get it to market. The whole experience is tough. And part of it is because we don't like change. And I'll say I used to use QuickBooks for my business years ago. And I think I was still using the same version because it worked perfectly for me. So I had no reason to upgrade it or change. And then it got to the point where they wouldn't even renew it anymore. So see, they did nothing, I didn't have a problem, so why would I upgrade it? Why would I try a new software program? You know? So it's kind of overcoming that because we need to... If I would have tried a better version, I'm sure things would work better. Things like that.

Heidi Ellsworth: I agree with that a hundred percent. It's like getting a new computer. My gosh, what a hassle. I just want mine to work forever and not have to worry about all the new stuff, but unfortunately that's not the way the world is working right now.

Vickie Sharples: We're just saying they have a newer version of an iPhone and people wait in line and can't wait to have the newest version. How come we can't translate that into our business? What's the difference?

Heidi Ellsworth: There's a big reason I think in probably construction overall, but especially roofing and, Vickie, you and I have both seen this over the years is how many times have roofing contractors been burned, right? With a new product that fails, new software that doesn't work. So there's just a basic we're all a little bit of cynics on when new things come into the roofing industry, because there's so much at stake on protecting the homes and the buildings. And so you want to make sure things really work.

Vickie Sharples: Right. Well, Michelle... wait, we have a topic going this month about new products and we, with our influencers, a Michelle Boykin talked about looking for new products because of a pain point. So that's an opportunity for people for try a new product. If they're trying to find a better way, if they have a problem. So I understand that going out and looking for that, but it constantly perplex me. I am constantly perplexed, thank you, on how we can get these guys to try it because nobody wants to try something new. So what are some of your suggestions?

Heidi Ellsworth: Well, I think Michelle Boykin is pretty dang smart and Rackley Roofing is definitely a leader in the industry. And I think what she's saying is have a reason and there's a reason to be trying new things. So pain points and solving things and not being scared of going out there and doing the research and asking around on what's working. But I also think too, what can happen is we have so many young people coming into the industry and starting their own businesses who do not have that fear of failure because they haven't lived through it. And so they're doing things that are actually really working well and older companies, they have to catch up. They have to try new things. So I think I would say some pointers that we always put out there is talk to other contractors. Ask them questions in our forum, or get involved with your associations. Really find out what other people, if they're using these products and how it's working, because other contractors, they'll tell each other the truth on how it's working.

Vickie Sharples: Right, so that is of course a testimonial, [crosstalk 00:05:22] fact that it's same thing. Testimonials are the key of life for any kind of business. But Rudy talked about in an influencer topic this week that he put out, Michelle's topic is going to go next week. But by the time somebody listens to this, they'll both be available online. He talks about going to trade shows. That's why he likes to go to trade shows. And which is really true. You go to the trade shows, you see the newest stuff. That's what I enjoyed walking around is finding the next widget. I'm a widget person. I love my little [crosstalk 00:06:02] that mousepad. And so that is always good. And then they'll try a couple. They'll pick it, a company, and then do their research and stuff. But sometimes I just want... I know my topic was overcoming the obstacles of trying a new product, but it just sounds more developed now that I'm just trying to figure that out. We know what the obstacles are. We don't want to get burned. Period. We know what the best ways to overcome that is testimonials. We understand that people will go look if there's a need, but what's going to make us really try something. I guess it's just if they have a need. So this [crosstalk 00:06:48] or it wasn't.

Heidi Ellsworth: Right. Well, no, but I think this goes, you're right, it goes a lot deeper in that it's about the progressiveness of the roofing industry. And so one of yours and I's favorite topics to talk about over the years has been solar, right? Because I'm always like, "Solar's it. Solar's the next best thing." And you're like, "Yeah, what's happened. I don't see anything happening out there, Heidi, for the last 10 years, 20 or longer." And so it is hard, I think, for contractors to get on some of those bandwagons that you really do see the future and that it is going to happen. But overcoming that obstacle is I think partnering, finding the right partners, finding the right manufacturers and distributors who can help you make sure you're getting all the information that you need to try some of those out and maybe taking small steps, not jumping in with both feet, but trying some smaller jobs, whether it's a new membrane or a new type of shingle or a new technology, like EagleView. I mean, heck you and I both worked at launching that one. That took a long time and now it's like everyone does an Eagle view. So it does happen.

Vickie Sharples: Yeah. And everybody was so interested in it, but well, we still got to go out there anyway, so why do it. But that has now been proven what the benefits are and that, but yeah, it did take a little while, but it did catch on and now it's a monster and there's a million companies doing it. And I like to think about coatings. I think coatings has been around forever, but it never really proved itself. And so look what that's doing. And then I just think a lot about the software. I think about me and not wanting to upgrade my QuickBooks all those years. And fighting it all I could, why would I do it? It works perfectly but not realizing. So I worry that we're afraid of technology. No, we're better than we are, especially with the new people coming on board, but there's still a lot of businesses that are just afraid of it and don't want to change and the big learning curve, but it's really not benefiting us not growing.

Heidi Ellsworth: No. And what's really interesting now, Vickie, you and I've talked about this a lot is today's July 11th, 2020, and we're still battling COVID out there. The pandemic, we're seeing some spikes now. And so we have really stepped into a new normal, so things that we were talking about last year in technology and people were kind of like, "Yeah, I'll get around to it," or, "I don't really don't buy into that stuff." Now they have to do every single day just to communicate with their customers or to keep up with their competition or to keep their businesses running. And we have just seen such a huge adoption rate of technology in the roofing industry because of COVID. I mean, look at the Zoom meetings, look at our site. I mean, huge amount of people. We've seen tons of growth and people coming in looking for information because now it's all gone digital. And so sometimes it takes maybe like a terrible virus to also push some of this stuff forward and make it a pain point that it has to happen.

Vickie Sharples: Yeah. So what new products, since we're talking about new products, have you seen anything interesting lately?

Heidi Ellsworth: This is going to be so out of left field, but I love what some of our customers are doing with storm coverings. So like blue tarps, storm shield, where they are bringing instead of the old tarps, they are now bringing in membrane on that they can hot weld around the edges of the roof and can really protect the building from either hurricane or hail damage. And I think one of the reasons I like it so much is because it really makes a difference in the consumers. I mean, it's saving people's properties because of this product. Whereas blue tarps blow off, these stay there and it gives the roofing contractors time to come in and really put on good roofs because of those. I love that product and there's a couple of people doing it. FiberTite, StormShield. Yeah. So it's pretty cool.

Vickie Sharples: Yeah. That's neat. You know what I was really intrigued by? Was that product from [Trempo 00:11:52], the monitor on the roof.

Heidi Ellsworth: Yeah. [Novi 00:11:58] . Yeah. I love that.

Vickie Sharples: And so that's like total space age, but so perfect. I remember a while back there was like solar roof pumps around for a while. I don't know whatever happened to that, but so basically we need to do a better job. Well, we do a pretty good job. So I shouldn't say we need to do a better job, but as an industry as a whole, wanting to have the desire to make our businesses better. Michelle Boykin... Somebody else, who was that, was talking about, was it to her or Rudy, I've got a couple of these. The talked about that it pulls your business apart. So trying new things, if we would get up our little dots and tried something new, it differentiates your business. So you have something a little different to offer everybody else. You do things a different way, or you use a little different products. So I think that a new product would be great business differentiator and I will not spell that word. D-I-F-F. Differentiate. Yeah, no, forget it. So-

Heidi Ellsworth: Some of these products are also things that you can add in that are kind of new and different. So I'm thinking of the product from GE Silicone's Optic, where it's that clear, it's a graffiti proof. It's a coating that stops graffiti basically. And that's kind of a new product that no one really thinks about. But think about all of the roofing contractors who are on roofs out there and in large cities and how easy is it to add that service when you're already doing service and maintenance up on the roof to add that service and really bring another stream of revenue into your service and maintenance department. So sometimes it's kind of like that too, just looking around that it's not just the roof, maybe it's the walls surrounding the roof, or maybe... I love that stuff too, to kind of-

Vickie Sharples: You're right. It's about differentiating. In LA, they get on the roof and they graffiti the roof also, and the parapet wall. So when you're on a freeway going past, you can look down and see all that stuff. So yeah, I never even thought about the fact that that would be a nice business add-on, an nice [crosstalk 00:14:42] service that you could do. And that's kind of a neat thing. I think, yeah, if somebody just set a goal to try some... And they could just get a sample of something and try it in their yard and make sure it works. We don't want anybody getting caught with a bad product and bad taste in their mouth. I know you know, but I don't know if everybody out there knows, I put a new product on my roof and they went out of business. So I just kept thinking to myself, "I've been in this business," but by the time I did that, I've been in this business 30 years. Like I should know better. So everybody gets caught in it, you know? So I have a roof that has improper trim on it. They're long gone out of business. It's not leaking. It's just everyday I come home and it pisses me off. Everyday [inaudible 00:15:34] beautiful house. That damn roof. So, yeah.

Heidi Ellsworth: But then you were able to use another product that is really good. And you coated it, right? A big portion of your roof? Yeah.

Vickie Sharples: No, actually we used this product that's so good, but they don't have good marketing. This product is so good. They painted on my house. And so then you can use it for the wall too. So my house is impenetrable. I [inaudible 00:16:07] them and I helped them with a brochure once a long time ago. And so they only had, I think they had 20 colors. So I had to pick from that. Not the usual house painting overload, but the whole point is if you don't have good marketing, nobody wants to try it. If you don't have a good network and things like that are very important for manufacturers. They've got testimonials, but it's a very a expensive product. So you got to really talk your customer into it. And it's such a long sales process and getting through... I was with a friend of mine a couple days ago that is a manufacturer's rep. And we were talking about the difficulty of getting a product to market takes years and that's kind of a shame because why does somebody want to try something new? Because they're already happy with the product they have. So is this a constant thing. But if it wasn't hard then none of us would have jobs.

Heidi Ellsworth: Right.

Vickie Sharples: Somebody had a new product and somebody bought it right away, then RoofersCoffeeShop wouldn't be around anymore.

Heidi Ellsworth: That's right. Well, and we get all kinds of new products coming in. And I think when you talked about what are the tips for incorporating new products? I mean, you just hit it right there is do testing, talk to your manufacturer or whoever's coming out with it and say we want to test this and we want to do some tests decks, or ask if they already have done test decks and then talk to those folks. Because by not incorporating new products, you really are hurting your business. You really need to continue to look progressive and bringing in new products. And I think also the relationship that contractors have with their customers is a big deal when it comes to new products too. Because you'll know which customers might want to try something different and might want to kind of stand out themselves. Whereas other ones are going to be like, "Nope, tried and true. That's all I want. Same what you've been doing forever." So it's a communication both ways to see your customers, as a contractor, and also to your suppliers and manufacturers, making sure you have all the information.

Vickie Sharples: Yeah. It really does take a team. The wholesaler, the representative, the manufacturer. But this was something I thought of, was that I know when I said testimonial, but what if some people actually, just what you said, it takes a contractor talking to a contractor. And so if that was more available, if you could talk to somebody and people didn't think they were talking to a competitor somebody actually goes, "Okay, I'll give you the real deal of it." It dries really fast. Or it dries really slow, but overall this happened and this happened. If we could have honest conversations, that would be extremely helpful. If a manufacturer could get people that were willing to discuss it other than... in more of a natural setting, a believable setting, you know what I mean?

Heidi Ellsworth: Yep. I [crosstalk 00:19:28].

Vickie Sharples: [crosstalk 00:19:31] videos of a guy talking, but like if they had a network where they could provide a number of happy customers and not just product, I mean, software too. Because, look, I can't even program my VCR and I could figure this out.

Heidi Ellsworth: One of the things that I am seeing along that lines is more user conferences. And now of course, a lot of them are online. So it's not quite as easy to have that interaction, but a member of our partners on the Coffee Shop are doing user conferences in software where they get all the contractors together and they can share best practices and how they're using the software. So they're really hearing it from another contractor. And I also know a number of the shingle manufacturers are doing a lot of trainings that way too. And so I think you're right. Being able to provide that opportunity to talk in a more casual way and really know you're getting the straight information is important. I do think our forum is a great place for that. People coming in and asking questions.

Heidi Ellsworth: We have stuff on there right now about metal shingles about technology. And so starting those conversations and getting to know people there, other contractors, that's a nice safe space too.

Vickie Sharples: Yeah. That is.

Heidi Ellsworth: Vickie, one of the things I want to point out, you said this earlier and it just took me a minute to kind of think about it and have it get into my head. But the manufacturer's reps, I was visiting with [Maryanne Sumptner 00:21:16] from Willmar this week on a podcast. And we were talking about manufacturer's reps. She hired a manufacturer's rep and it's just been amazing for her business. And I think they're kind of the unsung heroes of our industry because they do bring a lot of those new products to market and they're knowledgeable. They kind of have all that information in the inside, they know which contractors are using it. And so they are a wealth of information.

Vickie Sharples: That is true. And they go out and they mine... Is it mine, is that the word?

Heidi Ellsworth: Yeah.

Vickie Sharples: They cultivate. What's the word I'm looking for? Oh, well, yeah. And they have relationships because it's still a handshake business, even though we've gotten big and we're all we can't shake hands now, there's still that element of personal relationships in there with new products also. And you want to do business with people you like.

Heidi Ellsworth: And manufacturer's reps get called upon to bring a lot of these new products to market. They're the frontline on new products. And so, yeah, they're selling them. So of course you always need to be aware of that. But at the same time, they know their contractors, they know their distributors and they are trying to look for the best fit for the products. And having myself worked for a number of manufacturers and worked with manufacturer's reps, I can tell you the manufacturer's reps are the advocates for the roofing contractors. They come back to the manufacturers and they say, "This works, or, "This doesn't work," or "We need to change this," or, "We need to do that." And they really do advocate all the time for their contractors.

Vickie Sharples: So with saying that, if we really look at it, the way to overcome the obstacle is manufacturer reps?

Heidi Ellsworth: Yeah. One of the ways. Talk to one of them.

Vickie Sharples: We've done it. Goes out there and knock on doors and does it. Well, I was just hoping that that today by talking about this, we could be an inspiration for people to try something new. That's bottom line what think that we all need a little bit of kick in the behind for going out on a limb and trying something new and figuring out a way to make them work. But if we don't have a need for it, like Michelle is trying to solve a problem. If we don't have a problem, why do we want to. We should still want to do it because it might make our business better.

Heidi Ellsworth: Yeah. Well, and how many times do people think they don't have a problem and they do?

Vickie Sharples: Right.

Heidi Ellsworth: Right.

Vickie Sharples: That's what a lot of advertising is, to get you excited about something you didn't know, you needed.

Heidi Ellsworth: Right. Yeah. And how do you work your way through that? Kind of having that honest conversation internally in your business like you and I've had to have like, "You know what, this really isn't working. We have a problem. We need to fix this." And, but...

Vickie Sharples: We've never had that meaning because we don't have problems.

Heidi Ellsworth: That's right.

Vickie Sharples: When you say, We haven't, maybe we need a [inaudible 00:24:48].

Heidi Ellsworth: Yeah. No, we just do it.

Vickie Sharples: We don't have any problem. All we do is grow and grow.

Heidi Ellsworth: I know. My gosh. Well, and I need a new computer, so now I've got to get off and I got to figure out how to go get that new computer because one of the things, that when coming back on the technology front, is I always try to go out and buy the most current, the newest model, the newest technology, because I pray that then it will last me longer. And I won't have to go through that buying situation again. Because you know I don't like to shop and I don't like to go out and do that stuff. So I always go for the newest stuff.

Vickie Sharples: Right. Yeah. The newest, most advanced. The newest iPhone. But when, again, see, this is my iPhone works perfectly. I was like 12 behind. I was still using a six or no, did I have a five or six before I had to go to the 10? And then I still didn't want to spend the extra. Nobody needs to spend that kind of money on a phone. So I just want to... I don't know how to do all that stuff. And I don't play games on it. I just want to call my friends. Yeah. I have to fight this in my... I should be talking to myself with this podcast today about trying new things, but...

Heidi Ellsworth: Well, and you know what, I think that kind of brings us back to really, again, doing that research on what questions to ask. And we did that, we worked with Estimating Edge on that excellent white paper that really goes over the 10 questions you should be asking about software for a roofing contractor. And Estimating Edge, heck, they've been around 30 plus years doing technology in roofing for 30 plus years. And so I think using the research that's out there, or at least researching what questions you should be asking about new products and new technologies is half the battle.

Vickie Sharples: Yeah. There's some great technology out there, boy. [crosstalk 00:27:04]

Heidi Ellsworth: I know. And it's moving fast.

Vickie Sharples: Yeah. It is moving fast. Well, good talk, Heidi.

Heidi Ellsworth: Yeah. So I like this topic. I like it a lot and you know what? I think we need to be letting everyone who's listening to this podcast... We have our opinions, as you all know, Vickie and I have a lot of opinions. But our influencers are so smart and they're in the field doing it right now, working with the distributors, working with the manufacturers, working with the technology providers. So I had really say that tip that we've been kind of chasing through this whole conversation. The tip is, see what the influencers are saying, see what they're using. I mean, honestly, Rackley is leading the industry right now. See what they're doing and Michelle is just wide open and we'll talk to anybody about it. So I think this month, with the influencers topic of new products, it's the perfect time to do some research and see what, especially since we don't have trade shows right now. This is an opportunity to come to the coffee shop every day, like it's a trade show, and check things out.

Vickie Sharples: Because we do have the newest stuff on here.

Heidi Ellsworth: We do.

Vickie Sharples: Because that's where they come. People have a new little widget. One thing that is a lot is a lot of training or opportunities in any kind of thing that you're thinking about. Metal, roofing, sustainability, safety training, things like that. So that lot of manufacturers have that stuff. You can kind of see their products that way. And it's just exciting.

Heidi Ellsworth: Yeah. Move out of their comfort zone, move out of your comfort zone and really talk to other contractors. Check out the [Read List and Watch 00:28:58] has all those, we have videos and webinars and I mean so many things that really will help kind of take the fear away.

Vickie Sharples: Hey, did this turn into a commercial for the Coffee Shop? I think it did.

Heidi Ellsworth: Of course. Always.

Vickie Sharples: That's kind of funny because naturally we don't plan this. I want you to know it, anybody out there listening, we don't play on this. I think [inaudible 00:29:23] the topic.

Heidi Ellsworth: I love it.

Vickie Sharples: But yeah. It works. I mean our website, that's what it's for. But yeah, we don't, I don't have any particular product to push because everything is new and exciting is on the site. So, and I always feel, I don't have to right to push anything because I'm not a contractor. I just live vicariously through them.

Heidi Ellsworth: Exactly. Me too. And my husband puts on every now and then does a little bit of roofing out there. So that always helps. But I think this has been an awesome topic, Vickie, thank you. You always come up with the best topics every week. And I just would really say, go back and listen to all of the podcasts and yeah, this is a commercial, but go listen to all the podcasts, all the webinars, take that opportunity to see what's out there on RoofersCoffeeShop and Vickie and I appreciate all of you so much for listening. So Vickie, any last words?

Vickie Sharples: Hey, speaking of, we have lots of free samples on the site too. If you go into the promo rebates area. There's a lot of samples to try some of this stuff that's free. So yeah, that's my last word. And also I have a good [crosstalk 00:30:45].

Heidi Ellsworth: So smart. Yes. Have a good week. So smart. Try get some free stuff. It always is good. And thank you so much for being a part of the Heidi and Vickie Show. Have a great week and we'll talk to you next week. Bye.

Vickie Sharples: Bye.