“The business you’re in is the marketing business. Everything you exchange for money is just a deliverable.” – Dan Kennedy
You don’t get to be a great roofer without becoming a great marketer.
You can be the best roofer in the country, but if no one asks you to build their roof, you’re going to get skinny… quick!
Marketing is really the price of admission for you to get to do whatever it is that you have chosen as your profession. For us, it’s roofing.
Unfortunately, no matter where you look, there’s no shortage of roofers. That means we have a commoditization problem that is getting worse, not better.
Given that there are more choices available than there are people needing to make that choice, we have to establish some method of differentiation in order to survive, let alone thrive.
And contrary to popular belief, that does NOT happen by excellence alone. In some cases, it doesn’t happen by excellence at all… it happens through marketing.
How many mediocre products can you think of that experienced massive success just because they were great marketers? The fast food industry is full of them.
And just as sales experts make significantly more money than employees in non-sales roles, companies that learn how to differentiate through marketing generate more revenue than those who rely on quality and word of mouth alone.
When it comes to deliverables, good enough is usually good enough. If you can build a roof that only a small percentage of industry experts can critique, how much more money are you going to generate by getting even better? None. The people who matter (paying customers) won’t even be able to recognize the difference.
We are conditioned to be concerned about getting better and better at the “thing” that we do. We should actually be working on getting better at marketing ourselves so that we get more opportunities to do that thing and help more people.
There are generally three ways to sell something…
- Push
- Pursuit
- Attraction
Push typically involves physically putting items in your path. This can be the end cap in retail or the impulse items at the grocery store checkout.
Pursuit can be anything from a clerk following you around in a department store to someone canvassing a neighborhood going door to door.
Even when someone has a legitimate need, they are reluctant to put themselves in a situation that they know will be uncomfortable or awkward.
Attraction is the process of creating the perception that the customer is discovering you instead of having products or services pushed on them or them being pursued.
It allows them to feel like they are in control because it was their actions that led them to you. What they don’t realize is that we have positioned ourselves at the end of their decision making path as the best (or only) option to consider.
If the word manipulation comes to mind, consider this… a magician wouldn’t ask you to pick a card from the deck if he wasn’t reasonably sure he could control the variables and answer correctly.
With attraction, we create an environment that leaves very little to chance. All in the interest of serving a customer that we know we can help.
If your a roofer and you’re tired of relying on pursuit strategies, we’re here to help. Our system that generates an endless stream of roof replacement from insurance agents may be the attraction strategy you’ve been looking for. Connect with us to learn more about the Magnetic Referral Machine.
“Isn’t it time to stop chasing the wrong roofing customers and start attracting the right ones?”
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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!