By Anna Lockhart.
In an episode of the Roofing Road Trips podcast, Heidi J. Ellsworth virtually met with Jon Gardner of Owens Corning and Adam Bensman, the Roof Strategist, to discuss all things roofing sales and how businesses can up their sales practices to dominate their local markets! Their recommendations included tactics for winning more sales in retail, hail damage and door-to-door canvassing, among other ideas!
Adam has taken to sharing his expertise and industry insight by running The Roof Strategist’s YouTube channel and podcasts. Years of hard work in sales has led him to great success in helping clients not only visualize but reach their goals. And he’s done that by teaming up with Jon on the Owens Corning University program.
With OCU, there is an understanding that as times have changed, so have the preferences of customers, and to reach those customers and their new set of requirements, contractors and sales representatives need to know how to adapt their strategies to better fit the new standards.
Now that information is readily available, homeowners are being bombarded with ads and information. Sales reps have had to adapt to these changes, finding new ways to approach customers.
Adam explained, “Attention is the most valuable commodity in today's time, and it wasn't like that before. Everyone is trying to grab your attention, reach through the screen, grab you by the throat and shake you until your wallet falls out, and then grab your money. Homeowners are wiser than ever before. What used to be powerful sales tactics are now viewed as sales gimmicks, and homeowners don't like it.” According to Adam, changing from a sales-focused experience to a more educational sales experience has been the biggest shift he’s seen. While still utilizing sales psychology, Adam explained that it’s important to “be able to marry the two in a way that says, 'We're going to deliver an amazing experience in the home on the foundation of education and helping that homeowner make an informed decision but pairing that educational experience with the right psychological approach.’ Going through the right information in the right order, positioning the questions the right way to guide that homeowner to saying yes.”
Bringing together educational and psychological approaches has helped differentiate the Owens Corning University’s course of teaching sales. Teaching this new approach to the sales process has changed the game, and helps representatives reach homeowners and their unique tastes and preferences.
Anna Lockhart is a content administrator/writer for the Coffee Shops and AskARoofer™. When she’s not working, she’s most likely to be found with her nose in a book or attempting to master a new cookie recipe.
About Owens Corning
Owens Corning (NYSE: OC) develops, manufactures and markets insulation, roofing and fiberglass composites. Global in scope and human in scale, the company’s market-leading businesses use their deep expertise in materials, manufacturing and building science to develop products and systems that save energy and improve comfort in commercial and residential buildings. Through its glass reinforcements business, the company makes thousands of products lighter, stronger and more durable. Ultimately, Owens Corning people and products make the world a better place. Based in Toledo, Ohio, Owens Corning posted 2017 sales of $6.4 billion and employs 19,000 people in 37 countries. It has been a Fortune 500® company for 64 consecutive years. For more information, please visit www.owenscorning.com.
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