By Heidi J. Ellsworth.
I have had the pleasure of being a part of a new roofing organization that is focused on technology, Roofing Technology Think Tank (RT3). It is a group of progressive industry professionals who are committed to learning more about up and coming technology solutions and how they can benefit the roofing industry overall. I have been able to learn from leading marketing technology companies along with overall technology providers who are changing how we do business in the roofing industry.
How does this apply to marketing? How your company embraces technology will make a big difference in your marketing opportunities for the future. Amazon, iTunes and Google services are used by consumers everyday no matter which industry you are working in. So why would roofing customers not look for technological solutions when they are looking for roofing services.
It is becoming more apparent, that the selling model is changing. The days of demanding that the husband and wife both be present for a sales call is changing. In fact, in the very near future some of the sales calls may only be online. Consumers are finding your company in all different ways and demanding a different customer experience that uses technology. Through referrals, social media and the Google searches, they are taking the time to educate themselves on roofing and the companies that provide roofing services. It is a changing dynamic.
So, how do you adapt to this ever-changing reality? I say, common sense. If anything, the explosion of the use of technology is pushing the need for common sense more than ever. But the basis of common sense is understanding your audience. Take the time to understand how they are looking for roofing services and what their expectations entail. It cannot be all technology, we know the importance of relationships but we also cannot live in the unrealistic world of “how it used to be”. Sales and marketing needs to promote your entire business and needs to highlight how the company is delivering amazing service. Technology must be a big part of the service process. If the culture of your company and the business processes are not current with recent technology, customers will know.
Now is the time to evaluate how your company is incorporating technology and whether it is making for a better customer and employee experience. Both groups need to be happy and we all realize that it will not be easy. Taking the time to educate both customers and employees is crucial when it comes to adapting technology or when making significant changes. As you review the following buyer behaviors, understand that by embracing technology for the ease of your customers and betterment of the employee experience, you are doing some of the best marketing you can for an improved customer experience for your business.
We have been seeing the growth of marketing technology in the roofing industry for the past couple of years but get ready for an explosion in 2018. We are now looking at exponential growth as consumers start to demand the use of technology and like-minded sales processes in the buying process. As you work on your 2018 marketing plan, be sure to include technology and how you are going to use it as a marketing tool.
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