Ways to Sell Creatively – Setting Yourself Apart From Your Competitors

RCS Influencer Wendy Marvin says that creativity goes a long way to selling your company to a potential customer.

A personalized experience leaves your customer with a good impression of you. Over the years, we’ve noticed similarities between customers that assist us in identifying what they value and therefore how to present information. 

Here are our top customer types, and ways to highlight products with your prospective client:

Energy conscious

Highlight how a new roof with modern insulation and ventilation can significantly reduce energy costs by maintaining a consistent temperature indoors. Quote energy-saving statistics to show how much money can be saved over time. Appeal to their overall desire for lower utility bills and less environmental impact. 

Concerned about harsh weather

Discuss their concerns about weather and the changing outdoor environment in your area. Emphasize the durability and strength of your chosen company’s material and the focus on quality manufacturing. Discuss wind warranties, response to harsh heat or cold and how their new roof can stay sealed to protect them from water damage inside. Don’t forget to mention fire retardant materials or components to assist them in keeping their home from catching fire too. WUI areas are often being expanded due to wildfires.

Forward thinking/tech integration

Discuss the use of solar “smart roof” options. Whether by the mention of a solar operating skylight, fan or other advanced devices, tech conscious customers can still be wowed by our conservative industry. Sensors that detect leaks (and send notifications to your cellular devices) are often exciting as are upcoming innovations that you have heard about due to your association memberships such as NRCA or your regional or state affiliations. Technical membership groups like the Roofing Technology Think Tank (RT3)  can also give you good talking points with this type of customer, elevating your interactions. 

Family/home safety

A new roof is an investment in their family’s safety. A solid roof provides not only structural integrity, but it prevents leaks, mold and other potential health hazards that could harm their family. Roofs with exceptional warranties are a good long-term investment in their families’ future. 

Spend time explaining how your maintenance program also assures the integrity of their warranty as maintenance is called out as a requirement for many manufacturers. 

Curb appeal/neighborhood best

Some customers are focused on being the best. Best car, or best school are good examples. Notice the home as you arrive. A perfectly manicured lawn? Sculpted shrubs? The indications are there for you to notice. Subtly mention how an exceptional roof can transform the look of their home. Utilize virtual or augmented reality tools to show them the roofing styles or colors that could “perfectly” match their aesthetic (obviously thus increasing their home value). Tell them a story about how it feels to arrive home to the most beautiful home on the block. Give your customer what they need to feel heard, or seen. 

By presenting a customized approach based on their specific desires, you set yourself apart in an otherwise similar industry. Price isn’t the only differentiator and by not fighting for “best price” you will increase your revenue and your perceived professionalism in not only your customer’s eyes, but in the community’s as well. Be innovative and give your customer a very different and memorable customer experience. You’ll be rewarded.