Sales is All About Educating Your Customers

RCS Influencer Ken Kelly says that they treat every opportunity to inspect a roof as a chance to educate the building owner. 

Through a very defined and rigid process, the team at Kelly Roofing follows these steps to educate every potential customer:

1. Meet directly with the decision maker: We will never simply “email a proposal.”  A proposal is nothing but a price without explaining what the scope of work covers.  The Rodney Webb lead setting process is what we use to ensure our sales team is meeting with the correct decision maker(s). 

2. Video: If a picture is worth a thousand words, how much is a video worth?  Showing the customer a video allows them to access places they normally would not go so we can bring our expertise in roofing to the forefront.  It’s hard to deny seeing it with their own eyes. 

3. Presentation:  Roofing is not “just fix it” or “just replace it with what I had.”  Today’s roofing industry is much more sophisticated and advanced.  Think of the added benefits we can provide to customers today that were not available twenty years ago when their existing roof was installed; Energy Efficiency, Wind Resistance, Hail Resistance, Longevity, Extended Warranty, Water Run-off Control and Power Generation.  We use the presentation to speak about the benefits building owners can realize if they make a good decision about their roof. 

4. Product Demonstration: Building owners can only make a good decision if they know their options.  Often the better option is more expensive.  But, showing the difference can bring lasting value that is less expensive overall. 

5. References: There’s no better way for customers to learn about roofing than by speaking to another customer who went through it.  We connect our customers with our past customers and allow them to talk about the process, their experience and what they would recommend to someone about to go through it.

To bring customers into our world we use our YouTube channel to showcase our “Roofing Minute” videos.  These purely educational videos help customers and building owners understand roofing, what to look for and how we can help. 

Check out examples of our videos here: https://youtube.com/kellyroofingnaples .  If you have any questions about this or how we use education to help our customers, please email me Ken@KellyRoofing.com. 

Ken Kelly is President of Kelly Roofing, Naples, Florida. See his full bio here.