Upselling is about more than profits

By Emma Peterson. 

How upselling your customers with premium products can help them spend their money smarter. 

When we hear the term upselling, often it conjures an image of a salesperson who pressures you and won’t take no for an answer. But this negative connotation does not fully encapsulate what upselling is. To learn more about upselling and how it can help customers get higher-quality and longer-lasting solutions, Heidi J. Ellsworth hosted Mike Vaughn of Westlake Royal Roofing Solutions’ DaVinci Roofscapes, Jake Daniels of Classic Construction & Consulting, Cody Raymond of Westlake’s Unified Steel and Austin Davis of The Roofing Center for an episode of Roofing Road Trips®. 

Upselling at its core is the process of selling a customer a higher-value, more premium product than they walked in thinking they were going to purchase. A big reason those car salespeople try to upsell their customers through pressure is because it can lead to more revenue. But there are other reasons salespeople upsell their customers that are not tied to profits. Austin shared his team’s philosophy on upselling:  

My team, we view our role as an educator. We enter every customer conversation with the goal of finding out what the homeowner needs out of their roof. And a lot of the times we see people looking for durability and savings. And from there, we try to educate them on how investing in premium products, like DaVinci and Unified Steel can help them get to those goals.  

Cody added, “The perspective of being an educator is huge, because homeowners don’t know all the details. They don’t realize that premium products like DaVinci and Unified Steel might be more expensive now, but over the course of the roof’s lifespan they’ll actually save them money.” 

How does investing more in a premium roof save you money? Mike explained:  

When we're talking about Unified Steel and DaVinci, aesthetics really stands out. These products make buildings look really fantastic, which raises property values. And they are also really durable and quite low maintenance... So not only does this mean you get peace of mind with these products, a lot of homeowners get savings related to their insurance premiums. Further, these roofs last longer than asphalt’s typical 20-year lifespan, meaning you have to pay for fewer roof replacements overall. 

At the end of the day, Jake put it best when he said: “Unified Steel and DaVinci products create beautiful, long-lasting, bulletproof roofs.” 

Want to learn more about the value of selling premium products? Listen to the whole episode or Watch the recording!