Learn Primal Selling at IKO’s Virtual Power Profit Workshop

By Karen L. Edwards, RCS Editor.

Primal selling appeals to the part of the brain that makes the decision to buy or not to buy.

IKO is hosting a virtual Power Profit Workshop, free for IKO’s ROOFPRO Loyalty Program members or contractors interested in applying to the program, on Wednesday, July 22, 2020. You won’t want to miss the presentation from Scott Siegal on primal selling techniques.

Scott started his first roofing company at 23 years old. He found plenty of training about the products, the installation techniques, safety and more. What he couldn’t find were resources and training on how to run a roofing business successfully, how to sell, how to make a higher profit margin.

His company weathered the 1992 recession, but he couldn’t seem to grow past the $1.5 million mark. “I bought three other roofing companies along the way thinking that is how I would grow,” explained Scott. He attended a manufacturer’s seminar in 1997 where he learned about Richard Kahler who founded the Certified Contractors Network (CCN) and was holding trainings to teach contractors how to be successful as business owners.

“I joined [CCN] and it changed the trajectory of the business. We began to grow and make money,” said Scott. “We were actually making profits and being able to invest in the company and not just earn a salary.”

A couple of years after Richard’s death, his wife contacted Scott about buying and taking over CCN, which he did. He continued to develop training and business processes to help contractors, grow, be profitable and enjoy success.

IKO reached out to Scott to form a partnership that would help their contractors in their businesses. “We’ve revamped systems, processes and training,” says Scott. “We’ve put together a contractors’ toolkit. We are coaching them through how to run the business from every aspect, not just sales. Sales trainers teach people how to sell but not how to run the business and figure out what the right number to sell at is.”

“Many contractors don’t know why they are making money or losing money from year to year. They don’t know how to make the right management decisions. We are going to teach all those tools at the workshop including how to make money and turn a profit.”

Scott says that to make a profit, contractors need to understand their numbers how to determine if they are selling at the right price for their company. The question of raising the price results in contractors asking, ‘How do I do that? How do I get homeowners to buy at a higher price?’

This is where primal selling comes into play. “We had one of the top neuroscientists in the country work with us to tear apart our sales process and put it back together,” explains Scott. “Primal selling is based on the primal brain. The primal brain that controls our fight or flight instincts also makes the decisions to buy or not to buy. Our process appeals to that part of the brain. It’s teachable and replicable.”

If you’re looking for ways to be a leader in the evolving business landscape of today, don’t miss the virtual Profit Power Workshop.  Register for the morning session here or the afternoon session here.

Learn more about becoming an IKO ROOFPRO® contractor.