The secret to winning over the real decision makers

By Marco Industries.

Unlocking sales success starts with understanding who truly drives the conversation.

When it comes to big-ticket home purchases like roofing, the decision-making dynamic isn’t always what it seems. While you might think your pitch should cater to whoever crunches the numbers, the real influence often lies in the hands of someone else entirely. At Marco Industries, we know that women-identifying persons are not just part of the conversation — they’re leading it. Recognizing their pivotal role in the decision-making process can be the difference between sealing the deal and losing out. That’s why Marco honored the accomplishments of women with a special luncheon and recognitions, celebrating the best and brightest women on Team Marco. March 8, 2024, marked the 113th International Women’s Day, and since 1987, Women’s History Month has highlighted women’s contributions to history, culture and society. But even as the calendar moves on to the new year ahead, roofers would be wise to keep women front and center in their sales strategy, no matter the month.

When it comes to primary purchases for the home, women are key. In fact, eighty-five percent of those decisions are made by women. So, when you are selling to homeowners, you need to know how men and women are different in the way they approach purchasing a roof.

Research shows that men see the roof replacement process as a transaction. An Owens Corning spokesperson offered this example of a man’s approach. They shared, “I had a brown roof before, so I’ll replace it with another brown roof — decision made.” Women, however, take a more circular approach to roof replacement. They want to see all the choices available and then eliminate options to get to their decision.

Don’t simplify or rush the process. Your female prospective customers will want to purchase from a contractor who is trustworthy… so building trust should be job number one for you. Take time to educate them on the process. Walk them through each step, from evaluating shingle options to financing and scheduling the install. We’re definitely not talking about “mansplaining” here. We’re simply talking about your approach. Resist the urge to skip this step and rely solely on reviews and data (like the superior performance number of Marco products). These are important, but building trust must come first.

The bottom line is that you need to understand and respect the power that women have in the decision process. When working with a couple, you may not know who is making the financial decisions, but research shows that she is likely making the design decisions and that she will have an important opinion on you, the contractor, which could make or break the sale. So, speak to both parties when selling to a couple. Involve her in the process. Understand that she may want more or different information than he will. Acknowledge the importance of design and curb appeal and how different choices you can offer will fit with the design personality you already see in the home.  

Men and women approach purchasing a roof differently. One approach isn’t better than the other, but they are different. Understanding this and tailoring your message to your audience will deliver a better ROI on your sales time.

Original article and photo source: Marco Industries