If You Aren’t Doing This In Your Roofing Business, You’re Working Ten Times Harder Than You Need To Be
Are you a business owner, marketer or salesperson huffing, puffing and struggling to communicate your marketing message and earn the trust of your prospects?
Are you or your team constantly trying to convince your prospects of the virtues of your company and your service?
Are you and your team constantly trying to earn the trust of each individual prospect you meet with while an entire army of more persuasive, more influential and more instantly believable salespeople, eager to do the heavy lifting for you, are willing to do it for free?
But instead you keep this army of persuasive, influential and instantly believable salespeople unemployed and sitting on the sidelines.
How dumb is that?
Who are these slam-dunk influential salespeople that can improve your results ten-fold and are willing to do the work for you at no charge?
Insurance Agents. Realtors. Property Managers.
If you fail to put a system in place that leverages the psychological and emotional connection, that can be easily built with these persuasive influencers, you’re missing a huge opportunity to link your company to the thousands and thousands of trusting clients these persuasive influencers already have.
If you don’t have such a system, you’re not only working ten times harder, but you’re losing customers and money every single day. Not only that, but referrals are the best type of customers you can get. They spend more both in the short and long run and are more loyal than the normal customer.
Oh yeah, and did I mention referrals are soooo much easier to close?
This has not only been my experience (and my clients’ experience) but has also been confirmed in studies, such as the one I refer to in my article “Is Your Business Leaking Profits?”
If you’ve ever worked with a referral you know they are far more easy to close and far more enjoyable to work with than a cold lead.
That’s why I refer to insurance agent referrals as Perfect Prospects because these type of referrals are:
Easy to Close and Enjoyable to Work With.
It’s not hard to figure out that when an expert, such as an insurance agent or Realtor, refers you to their clients this serves as third party, credible proof that you are a valuable and trustworthy person and business who treats his customers right—otherwise, why would the agent or Realtor risk their reputation by referring you?
Leveraging a third party expert, whom your prospect already knows, likes and trusts, to get endless referrals, is something you should absolutely start doing today... tomorrow at the latest.
Implementing this type of referral system converts prospects to paying customers with almost zero resistance because that same trust, they have in their insurance agent, is automatically transferred to you.
Not only that but a referral system, like this, get clients being brought to you instead of you having to constantly hunt them down.
That’s right... Not just told about you. Not just referred to you. Brought to you... Hand delivered on a silver platter.
Simply put, insurance agents and Realtors have the influence to give you credibility and expert status that you could never give yourself.
And because your prospects already have a relationship with and an emotional connection to these expert insurance agents and Realtors, it’s much, much faster and easier for the prospect to now trust you as the proven expert to replace their roof.
What others, especially experts and influencers say about you and your business is at least 1,000 times more convincing than what you say about yourself.
So if you want a flood of Perfect Prospects who are already predisposed to do business with you, then let these expert influencers become an army of unpaid salespeople by putting a referral system in place.
-To Your Success!
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To discover how you can create a referral system like the one I’ve been talking about... click HERE!
Five Secrets to Get More Roofing Referrals
Last week I wrote about a leak in your Roofing business that is costing you big money
Common responses to this are: “What can I do about it?” How can I plug this hole?” and ”Why aren’t I getting referrals?”
Without knowing the specifics of your business… the short answer is that you are most likely using worn-out networking strategies or tired sales techniques that simply aren’t very effective.
This is understandable. It’s what I’ve observed over and over again from my coaching clients.
If you know much about me, you know I think networking is a huge waste of time but if you’re doing it, it probably goes something like this: You go to a meeting with a networking opportunity. You meet as many people as you can, you give your 30-second “elevator speech” and you exchange business cards, right? I mean that’s what we are taught to do.
And just by the mere fact you’re reading this article, you’re smarter than the average roofing contractor or roofing business owner so I’m sure you’ve learned some strategies to make you a little more effective than the average bear… I mean person.
You know better than to be “one of those annoying people” who just goes around trying to peddle their wares to anybody and everybody. Hopefully you’re savvy and smart enough to NEVER hand out business cards unless someone asks you for one. What!?! Yes, you read that correctly. If you’re giving your “elevator speech” and handing out cards to everyone… STOP! Everyone hates that person.
I’m hoping you know how to target your ideal prospect and, only if you are asked for a card, you have an offer on the business card you give out.
So what gives?
Well, there could be a few reasons your not getting as many referrals as you should be… such as focusing on the wrong people, having no systems in place, or unintentionally putting pressure on customers.
Here are five things you can do to increase your referrals:
1. Focus on the Most Profitable Relationships. It’s impossible to have quality relationships with every person you meet. Who has time for that? That’s why it’s mission critical to be very selective about where you focus your time and energy. For example, why would you spend the same time and energy on a customer who purchased one roof in the last 8 years as you would an insurance agent who has a multimillion-dollar agency with 10,000 clients, who own homes?
2. Put Referral Systems in Place. We’ve already discussed how you don’t have time to build quality relationships with everyone; however you can put systems in place to naturally and easily meet insurance agents and cultivate those relationships so that you can have an endless stream of these quality relationships referring you. In fact, my own roofing company has right at 600 insurance offices who refer us business in the Dallas/Fort Worth market.
If you’re not familiar with the value of systematizing your business, reach out to me and I’ll give you two phenomenal books, on systems, as my free gift.
3. Make people comfortable giving you referrals. One of the most vital things to keep in mind is that people don’t like to feel like they are “selling” their clients and/or friends to you.
Offering incentives or bribes, in exchange for referrals not only makes people uncomfortable but it causes people to question the quality of your services. Much in the same way the unquestioned authorities and proven experts DO NOT have to cold call and knock on doors to generate business, neither do they need to bribe their clients for referrals. Don’t believe me? When is the last time, the best cardiologist in town, knocked on your door or paid for a referral? I rest my case!
More specifically, if you’re wanting to generate referrals from insurance agents or Realtors, offering them incentives and or bribes puts them in a ethical dilemma. Can you imagine the explaining they would have to do if their client found out they were paid to refer them to you? No one wants to have that uncomfortable conversation.
Also, some of your customers want to refer you, but don’t know how to approach their friends and family. By giving them easy ways to refer you without making it feel like you are paying them to do so, you will receive more and better referrals.
4. Learn to Ask without Asking. If you learn to implement a system that effectively applies all the psychological triggers required to cause your client to refer you, you NEVER have to actually ask yourself. While people rarely ask if you want help promoting your services, if you’ve provided quality service, and you make it easy for them to refer you, most people enjoy telling others about things they try and like.
5. Show Appreciation. Who doesn’t like to be appreciated? When you show people genuine appreciation, they’re grateful, they won’t feel guilty and they will be more willing to refer you the next time the opportunity arises.
Always remember to thank those who refer you. Keep them updated on what happened and the progress of the job.
Generating referrals takes a well-designed strategy, a system that reliably operates, and consistent effort to maintain. But the pay-off is worth it. Referrals are, without doubt, the easiest prospects to close and most profitable sources of new customers. Eliminate the worn-out networking strategies and tired sales techniques and replace them with intentional, well-designed strategies and systems.
Is Your Roofing Business Leaking Profits?
We’ve all had clients who’ve heard it. The dreaded Drrrrrip…Drrrrrip…Drrrrrip!!!! I recently heard a friend share this story of a lady who first noticed her leak one day during a heavy rain.
It showed up in the ceiling downstairs.
The next day she called a roofing company who, you guessed it, found some damage to her roof.
Insurance paid to replace her roof but the leak returned.
The roofer came back several times but couldn’t find the leak. This lead to an engineer survey, two holes cut in her ceiling and wall, several visits from multiple plumbers and a year later, she finally was able to plug her pesky leak once and for all.
Through all of this, she learned the leak and the cause existed for many years before it became apparent.
While the roof was the cause of some of the issue, the relentless drip was caused by a design flaw in the plumbing of her bathroom upstairs.
Just like homes, roofing companies and roof contractors have leaks in their businesses too. In fact, chances are very, very high that you are losing customers and, as a result, money every day and you don’t even know it.
Like I always say: You don’t know what you don’t know.
To make matters worse, according to a Goethe University of Frankfurt study and the University of Pennsylvania, the type of customers you are losing are “more profitable and loyal than normal customers.” The study found that these customers have “a higher contribution margin, a higher retention rate and were more valuable in both the short and long run.”
Now I know, for a fact, that if asked if you wanted more customers, you’d answer with a resounding “YES!” Especially if I told you those customers were easier to close, more enjoyable to work with, would spend more and be more loyal to you.
So, who are these customers and how are they leaking from your roofing business? Well, most roofing companies and roofing contractors have multiple leaks (my company included… unfortunately), but one of the biggest leaks and the one I’m referring to here, is the lost opportunity from insurance agent and Realtor referrals.
Insurance agent and Realtor referrals give you better qualified clients and better profit margins because they cost much less to acquire than pursuing a cold lead. And because they were referred by someone they already know, like, trust and already view as an expert, getting them to sign on the dotted line is almost a slam dunk. And as a result, there is almost zero sales resistance.
Tired of having to earn the trust of every homeowner you meet with? Want to show up, to your appointments, with the homeowner already trusting you? Implement a system where you get referred by professionals that your homeowners already know, like and trust. The trust your customer has, in their insurance agent and/or Realtor, who referred them, is automatically transferred to you.
Want to show up as the unquestioned authority and proven expert? Implement a system where you get referred by experts like insurance agents and Realtors. The expert status insurance agents and Realtors enjoy, is automatically transferred to you. Why? Because experts refer other experts?
Want to start working with higher quality customers, who are not looking to put you out of business or kill your profit margins by asking for you to cut your prices and give them freebies? You guessed it… Implement a proven referral system.
Want yet another benefit to working by insurance agent referral? Referred customers are more enjoyable to work with because they’re not skeptical about you. They’re not constantly looking over your shoulder and micromanaging your every move.
My roofing company has just over 600 insurance agents referring us business in the Dallas/Fort Worth market. If you don’t have a consistent flow of insurance agent and Realtor referrals, coming into your roofing business, then you have a massive leak that is costing you thousands, if not millions of dollars.
Put systems in place now to make it easy for proven experts, like insurance agents and Realtors to refer their clients to you and plug up that expensive leak once and for all.
How to Create "Endless Chains" of Roof Referrals
Today I want to issue a challenge to you.
A challenge that has the power to transform your marketing… and ultimately your business.
The challenge is based on something called “The Endless Chain of Referrals.”
I first heard about it from Paul J. Meyer, a famously successful insurance company developer, who went on to create the Success Motivation Institute (SMI) who for decades have been a leading force in sales and success training and publishing.
Paul’s premise is that you never need to be without a good prospect as long as you have just one client, unless you are inept at trust.
In other words, every client should beget another.
I made this challenging concept THE foundational piece of my own business approach. In my own roofing business, I have over 95% of my business come in via referrals from insurance agents.
Tens of millions of dollars have been brought to me by insurance agent referrals—not just told about me—brought to me.
This reveals how effective I am at creating and managing trust.
When an insurance agent refers one of their clients to my roofing company, they know their client will be putting their trust in my company and that insurance agent is also risking their professional reputation.
And... if that client has an unsatisfactory experience, the insurance agent, who referred him, will hear about it. Endlessly.
This is a critical fact few marketers grasp. There is risk in referring. Even more risk in hand-delivering clients to you. Greater risk than there is in doing business with you.
The trust hurdle becomes increasingly more difficult as prospects ascend from buying from you to referring clients to you.
In other words, it’s easier for said insurance agent to trust you enough to make a purchase from you himself, but it takes a much greater level of trust in you for that insurance agent to risk his professional reputation and refer one of his precious clients to you through word of mouth.
My challenge to you, this weekend, is to look at your true statistics. How many “endless chains” do you have?
Building endless chains of referrals can transform your business. One of my coaching clients recently said that learning to get referrals from insurance agents is
Changing my business model and making door knocking and FaceBook ads a thing of the past.
Acquiring new business is one of the toughest challenges businesses face. Asking the question “Where can I find clients?” is the wrong question to ask.
The right question is “How can I construct a business model and marketing system so that clients seek me out, with trust in place in advance?”
Building chains of endless referrals brings you more, of what I call Perfect Prospects, and helps you save a ton of time and money by attracting only those prospects who have already been told you are the trusted expert.
You must have trust in place to do this.
If you do not have highly influential people bringing you Perfect Prospects and endless chains of referrals, you won’t like this, but you are failing.
There’s something wrong.
You are creating only enough trust to get customers, but you are NOT creating enough trust to get referrals.
Don’t kid yourself. Results are reality. If they are harsh reality, do something about them.
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If you're ready to take a deep dive into the psychology of why you need referrals and learn how to get them at will...
Check out my Master-Class for Roofing Owners and Marketers HERE!
5 Signs You Still Have What It Takes To Be A Roofing Contractor
“The biggest risk is not taking any risk... In a world that’s changing really quickly, the only strategy that is guaranteed to fail is not taking risks.” --Mark Zuckerberg (Founder of Facebook)
When I look back at what it took to start my roofing business, it almost feels like that was another life. Or like I was another person back then.
I took chances and made decisions as though there were no consequences.
I didn't worry about what would happen if it didn't work out. I never spent time mulling it over. I just reacted.
And it's a good thing that I did, because that's exactly what was required to get me to where I am today.
Any hesitation or reluctance to push forward would have resulted in a less desirable outcome. If not outright failure, prolonged discomfort for sure.
Now I find myself in a different place. Not having to react. I have the luxury of time. Nothing is so pressing that I have to make a decision about it today.
And while that may feel good, it is actually a false sense of security. Even though there are no barbarians at the gate, the danger is real.
I have to guard against getting so comfortable that inaction becomes the enemy.
I believe that you are either growing or dying. There's no such thing as maintaining a business, because there's always someone in your market willing to take the risks necessary to grow and acquire your customers.
I've learned that every new level of success comes at the expense of where you are now. You can't become who you want to be without deciding who you are now isn't good enough... and really meaning it!
So when your back is against the wall, (like it was when I started my business) you'll do whatever you have to do, instinctively.
But when it's not, you have to convince yourself that what you have isn't good enough, and keep pushing forward.
To that end, let's look at some of the characteristics that made us entrepreneur material in the first place. And what we just might need to rekindle to keep us that way.
1. You Can Execute on Your Ideas
The roofing business you currently operate started out as an idea. And without proper execution, you would be working for someone else right now, dealing with an entirely different set of problems, so congrats for making it this far. Most let their fear take over, but something told you that your idea mattered and drove you to make it a reality. If you have trouble executing along the way, my advice would be to find someone who has already climbed the mountain and follow their lead. Trust me... it's a whole lot better than trial and error and spending another year stuck.
2. You Genuinely Care About What You Do
This is a given for most owners, at least in the beginning, because of the sheer determination required to move a business past the idea phase. The problem occurs when you run into challenges that seem to have no answers and your passion becomes a source of frustration that affects not just you, but those around you. That's usually about the time that your dedication to roofing begins to waver. Not to say that you can't get it back, but wouldn't it be easier to focus on your customers if you had a handle on every facet of your business? If you can figure it out... then do it. If you can't, find someone who has.
3. You Are Able to Get Over Failures
No one gets it right every time. As a new entrepreneur, we expect to stumble. That makes it easier to chalk it up to a learning experience and move on. But later, when we have years of experience under our belt, we take mistakes personally. When we take a risk and it doesn't go exactly as planned, we don't see it as a temporary setback on the path to ultimate success. Instead, we associate every risk with failure until we eventually grind any and all progress to a halt. Think like a new business owner and expect to get it wrong occasionally. That way you can find out what doesn't work quickly... and move on to what does.
4. You Are a Passionate Life-Long Learner
This is a big one. When you stop learning, you stop growing. And when you stop growing, you die. But it's not enough to just learn for the sake of learning. You have to learn exactly what you need to know, when you need to learn it. Otherwise, you're out of sequence. What good does it do you to level up your management skills when you're still a one man show? How important is it to develop detailed hiring practices when you can't even keep your first crew busy? These examples may be extreme, but we are often guilty of working on projects that don't matter, so that we can hide from the difficult ones that do. If you've already learned how to solve the tough problems and just haven't, then stop procrastinating. If you haven't... get some help.
5. You Can Handle Risk
Now for the grand finale. A lot of roofers think their success lies in the quality of their craftsmanship. And in the beginning, that's technically true. But when you graduate from skilled labor to ownership, your role changes entirely. Now you're responsible for things that you never had to worry about before. You probably feel like a temp service one day and a finance company the next. People are counting on you to keep the jobs coming in and everyone wants to be paid before you get yours. Responsibility and risk. These are your new stock-in-trade and you're not a business owner without them. And your customers still demand a quality roof, of course, but that's only after you've sold the job, arranged the labor, and taken on all the other risks and responsibilities. So, the moral of the story is that labor builds roofs by managing quality... just as ownership builds a business by managing (not avoiding) risk. Embrace your role.
To your success!
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If you’re ready to take a deep dive into the psychology of growing your business at will…
Check out my Master-Class for Roofing Owners and Marketers HERE!
The ONE Mistake 99% of All Small Biz Owners Make (including Roofers)
I hope this Wednesday finds you well. I hope that for you, business is good and life’s fun, and you’re on your way to making 2020 your best year yet... not your best year ever, but your best year yet!
That being said… even though I am not typically in the habit of sharing doom and gloom – I do think offering a word or two regarding imminent harsh realities may well be in order.
Sure – global economy-wise, right now on the surface, things look hunky-dory:
- Corporate earnings are up.
- Job numbers are at historic levels nearing full employment.
- GDP here in the US is soaring.
It sure appears as if everything is great. However a closer look reveals that dark clouds exist for many if not all small business owners, a category in which you, as a roofing contractor, fall into.
These same clouds affect every industry – from brick and mortar storefront to professional services like a financial planner and yes… ROOFING. Whether you wield a hammer or a spreadsheet… for any one of a number of different specialties or providers of sundry goods and services you are being affected.
These gathering clouds are formed from the same underlying economic trend that enabled Jeff Bezos to build his dominant Amazonian empire, affecting every business in every market and it is most certainly affecting ours as well…
COMMODITIZATION
If you are viewed as a commodity, which roofing is – and you can’t clearly distinguish your business from any and all competitors – your prospects have only one way to decide which option to choose: PRICE. And the “conventional wisdom” that mandates you do indeed compete on price offers a fast, sure downward path to oblivion.
Once you start competing on price... There’s only one way to go to keep winning and that’s down.
Business are being destroyed at an alarming rate by commoditization.
Commoditization leads to price destruction. Because when you sell on price alone, customers see little or no value difference between you and a competitor.
Keep competing on price and sooner rather than later it’ll be game over.
You can innovate and reinvent but this can often be short-lived as competition is quick to pick up and create “me-too” products and services.
It happens more often than you think even with companies with big resources. Hewlett-Packard computers once a pioneer in their industry, now don’t seem differentiated from their competitors.
JC Penny and Sears are other prime examples that are falling into commoditization pit.
Lawyers: LegalZoom. Financial Advisors: robo-advisors. Orthodontists: SmileClub.
The Internet is the gift that keeps on giving, but it’s also the gift that keeps on taking away by commoditizing your business.
Name a product or service and you’ll find commoditization. So how do companies differentiate?
By taking a different path – a path based on the timeless proven principles of “Invitation Marketing”- where you finally stop the endless pursuit of customers, clients, and patients and instead irresistibly attract them to you in droves like moths to a flame.
The path of Invitation Marketing leads to steady growth, reliable revenues, and ever-growing profits regardless of whether the economy was rising or falling.
And your fastest, most effective way to discover, embrace, and integrate these foundational principles into your business is by developing USPs (Unique Selling Propositions) and becoming the TRUSTED AUTHORITY/EXPERT in your market.
There are some very simple marketing techniques you can implement to differentiate yourself from your competition.
Put yourself in your customer’s shoes... Who doesn’t like dealing with the Trusted Authority/Expert in the industry?
You must stop marketing your roofing company like 99% of all your competitors because that makes you EXACTLY the same as every other roofing company. This has caused the consumer to think that “a roof is a roof is a roof is a roof.”
And if a “roof is a roof”... then the only thing a consumer needs to do is find the cheapest one out there.
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If you’re ready to take a deep dive into the psychology of why you need referrals and learn how to get them at will…
Check out my Master-Class for Roofing Owners and Marketers HERE!
3 Simple Things Between You and Next Level Roofing Success
Having a successful roofing business isn’t easy for most. There’s a lot of bad information out there telling you to do things that quite frankly don’t work.
You always have more stuff to do than there is time to do it.
And worst of all, you’re not sure where the best place is to invest the time and money you do have.
BUT…being successful in business IS easy when you have three things in place.
Easy Thing #1:
You MUST have a reliable lead generation system that generates a steady rush of your Perfect Prospects, day-in and day-out. (What is a Perfect Prospect? Someone who is EASY to close and ENJOYABLE to work with.)
This way you never wonder where your next sale is coming from and you NEVER EVER need to do any cold-calling, or door knocking grunt work.
Easy Thing #2:
You NEED a proven conversion machine. One that turns your prospects into paying customers on auto-pilot. Long gone are the days of “sales scripts and techniques” and “closing tactics.”
The machine you need is one that has the prospect primed, to sign on the dotted line, before you even meet them because they’re predisposed to know you, like you and trust you and they already view you as the proven expert.
Easy Thing #3:
You generate maximum wealth by putting a blueprint in place that leverages the exponential power of referrals and repeat business.
One that ensures you’ll receive more referrals than you ever thought possible… you forever eliminate “referrals by chance” and instead you’ll get “referrals by design” by using a proven blueprint.
Long gone are the days of your customers coming back simply because you gave them good service or sold them a good product.
Instead, seek to design and implement a blueprint that systematically builds value with your customers and positions you as the RESPECTED and UNQUESTIONED EXPERT and never lets them fall into the grasp of your competition.
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If you’re ready to take a deep dive into the psychology of why you need referrals and learn how to get them at will…
Check out my Master-Class for Roofing Owners and Marketers HERE!
Where Does Your Money Come From?
What types of customers does your sales process bring into your business?
I talk a lot about analyzing your business, to determine who among your clientele is supporting you in style and who is an anchor around your neck.
It’s vitally important to figure out how to get more of the former and less of the latter.
Who is a Perfect Customer? Where did they come from? How were they developed?
Who is an Inferior Customer? Where did they come from? Why do you keep working with them?
The answers to these questions lead to more targeted and cost-effective marketing.
Re-assessing which customers you spend money on, develop marketing systems to attract, reward, recognize and nurture improves marketing and bottom-line profits.
If you’re willing to take the time to find the answers to the questions above, you’ll no doubt discover that the 80/20 rule probably applies regarding your profits.
Now… What to do about it? The response is regrettably not as simple as just shooting everybody in the bottom 80%.
But clearly, it is a shocking and valuable piece of information.
Sharpen your marketing sword.
You’ll not only make more money, but you’ll be ten times happier because you’ll actually start working with more of your Perfect Customers...
The ones who are Easy to Close and Enjoyable to Work With.
Talk to you soon!
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If you’re ready to take a deep dive into the psychology of why you need referrals and learn how to get them at will…
Check out my Master-Class for Roofing Owners and Marketers HERE!
Are You Making Sacrifices for Growth? Or Just Sacrificing Your Future?
"Growth and comfort can't ride the same horse"
The success of your Roofing Business is absolutely dependent on the amount of comfort you are willing to sacrifice.
Think of the discomfort you experienced when starting your business:
- Loss of regular paycheck
- Funds invested in the new business
- Time and effort spent getting the business up and running
- Assumed liability
- Uncertainty that comes with a new venture
And that was just to get you in the game. To get from where you were in your life to where you wanted to be, required you to assume risk. You risked your time, your energy, and your effort expecting that if you did your part, it would pay off.
The risk was uncomfortable, but you understood that it was the price of admission.
Since then, any advances that you've made since then have, no doubt, been accompanied by additional sacrifices.
The ability to do more work comes with the discomfort of more payroll, more training, more expenses, more complication, etc.
I guess there really is no such thing as a free lunch.
Do you really want what you say you want?
If we take a closer look at why someone chooses discomfort over comfort, we start to see a common thread.
It has to do with the human brain being wired to keep us safe and comfortable.
There is security in doing what you've always done. If it worked yesterday, it can seem logical to assume that it will work tomorrow.
With markets changing constantly and new competitors joining the fight every day, that's not exactly true, but it's the way that we've evolved to think.
It kept us from being eaten by lions thousands of years ago, but today it prevents us from venturing outside our comfort zone and reaching our full potential.
The question you have to ask is... do I really want what I say I want? Or am I more committed to being comfortable? Whichever one you want more is what you'll have.
Losing weight is uncomfortable. Quitting smoking is uncomfortable. Investing money in fixing or growing your business is uncomfortable.
But if you want to have success with these or any other goals that you set for yourself, you have to want the outcome more than you want the comfort of doing what you've always done.
You'll know when you've decided that you want the results more than the comfort, because you will find yourself taking steps to bring about change.
That doesn't mean you won't have to earn it, it just means that you've crossed the threshold and you're no longer willing to accept being stuck.
Is security really safe?
Often we find ourselves thinking about the right concepts, but in the wrong time frames. Doing what feels safe to us today can have an incredibly negative effect on our security 5, 10, or even 20 years from now.
Now, I don't advocate being careless with your resources (time, effort, money, etc.), but there is another enemy that we have to keep at bay...
Stagnation. This is what happens when, as business owners, we are constantly trying to make the prudent play. To most, that means not behaving recklessly today so we don't get knocked out of the game tomorrow.
The problem arises when we become too "prudent" and lose our ability to keep up in a constantly changing marketplace. We don't fail while fighting for better opportunities for us and those around us.
We do something much worse...
We wither and die.
Motion is the cure for stagnation, but we can never be sure which moves will produce the best outcomes without experimentation. If you have an abundance of ideas and the time and patience to determine which ones give you a return...
Then get to work!
If not, find someone who has already figured it out and get them to share their secrets with you.
Your future self will be glad you did.
👇
If you’re ready to take a deep dive into the psychology of marketing and growing your business at will…
Check out my Master-Class for Roofing Owners and Marketers HERE!
Who Is The Easiest Roofing Customer?
In this post we’re going to talk about one of the most powerful and effective marketing strategies of all... word-of-mouth advertising.
Word-of-mouth advertising is the most powerful, effective type of advertising there is. However the down side of that is it’s the only kind of advertising you can’t just buy by the page, ad or by the minute.
It has to be created, stimulated and nurtured with truly creative techniques.
Most businesses are grateful for whatever word-of-mouth advertising they get. Unfortunately they don’t know how to control it and produce it on demand. Today,
I’m here to tell you that you can exercise a considerable degree of control over this type of advertising and marketing and systematically produce word-of-mouth advertising on demand.
The reason that word-of-mouth advertising is so valuable is simple. Nothing you could ever say about you, no matter how well you say it, can ever have as much impact and credibility as something someone else says about you – especially an enthusiastic customer or client.
On top of that... there are just some things you simply can’t say graciously about yourself that others can say.
Artificial word-of-mouth advertising is still the most effective form of TV commercial. It’s called ‘Slice of Life’ and you’re very familiar with it.
It shows a scene with one ordinary person telling a friend or associate how good a service or product is. Laundry soap, personal computers and hundreds of other products and services are still sold this way.
Even better though, than artificial word-of-mouth advertising, is real word-of-mouth advertising and there is a single, basic secret to stimulating a high rate of real word-of-mouth advertising.
I first discovered the secret from studying several of my mentors/coaches.
Disney is a perfect example of this. Word-of-mouth marketing is taught, at Disney, as “find ways to do what you do so well and so uniquely that your customers cannot resist telling lots of other people about you.”
At the Disney Parks this principle is implemented in the forms of the customer experience.
When first time visitors go to Disneyland or Disney World they are surveyed and asked what sticks in their mind most, about their visit. The overwhelming number one answer is the cleanliness of the parks.
The number two answer is the authenticity of the environments. Both of these traits create an “experience.”
Disney marketing pros then understand how this translates into real life. Dick and Jane go back to Albuquerque and tell their friends, “You can’t believe how clean the parks were.”
Then four more families from Albuquerque pile money into motor homes and bring the money to the Mouse.
Because they understand this, the Disney people think of park cleanliness as marketing, not just maintenance. They use this to stimulate referrals.
Your roofing company can also find ways to stimulate referrals through creating an “experience.”
When you create an experience for your homeowners you’ll get more referrals.
AND... More specifically, when you create an experience for the insurance agents of those homeowners you’ll get exponential referrals because one homeowner may refer you to one of two neighbors, friends or family members but an insurance agent will refer you to hundreds and hundreds of his or her clients.
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If you’re ready to take a deep dive into the psychology of why you need referrals and learn how to get them at will…
Check out my Master-Class for Roofing Owners and Marketers HERE!