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!
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!
If you think you own a roofing company... You're in trouble.
“Being a small business owner, I’m always looking to support other small businesses. That being said, everyone’s enemy, “commoditization,” is attacking at an alarming rate in almost every industry and now I'm even seeing it in our industry… roofing.” – Bill Chandler
As a small business owner, I implore you to patronize other locally owned business owners and avoid corporate-owned shops as much as possible. We need to stick together, kemosabe!
So how can we survive, and even thrive, when commoditization comes to prey on our businesses?
Focus on Marketing.
You might say, “What about customer service?” Customer service is a function of sales and marketing, although most business owners don’t look at that way.
Yes, you had better deliver an excellent service. If you don’t, more sales and marketing will only let the market know that you aren’t good at what you do, faster.
However, I’m assuming your deliverable is excellent. If that’s true, then you need to focus more time, energy, and money on marketing. NOTHING is more important.
I moved from “darkness” into the “light” when I heard the legendary Dan Kennedy say that to be successful I needed to shift my thinking from being a practitioner of my service to a marketer of my service.
Honestly, that paradigm was the catalyst for my roofing business exploding because it put my focus on what was most important.
I understand if you don’t like that inconvenient truth because I didn’t like it. Initially, it was easier to practice my craft than it was to study marketing and practice getting good at it, but then something amazing happened.
I started loving marketing because I became great at it and it became easy, and fun because of the amount of money I made skyrocketed.
I am no longer own a roofing company… I now own a marketing company that provides roofing as a service!
What are you doing this week to improve your marketing?
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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!
4 Choices That Highly Successful Roofers Make
“In any moment of decision, the best thing you can do is the right thing. The worst thing you can do is nothing.” ―
Success in life is determined by your thoughts, your beliefs, and especially your choices.
We make so many decisions on a daily basis that it is impossible to come up with an accurate number. One study suggests that it could be as high as 35,000. As absurd as that sounds, consider a Cornell University study that found we make 226 decisions about food alone in a given 24 hour period.
And as your level of responsibility goes up, so does the opportunity for decisions to be made. With a couple of thousand choices being made every hour, you can surely see the need for the subconscious to help us handle the workload.
Imagine the overwhelm if we were aware of all those choices. The downside, however, is that our autopilot makes decisions based on our past and current belief systems.
This works well if our goal is to stay exactly where we are, but it becomes problematic when we want to achieve higher levels of success. With that understanding, the challenge becomes taking manual control of the choices that have the power to change your life for the better.
Here are 4 choices that highly successful contractors and business owners make that seem to elude everyone else.
1. Control
The best of the best choose to be in control of their destiny, and therefore their success. If you believe that life happens to you and that there is nothing you can do to change it, you will never find the success you are looking for.
If you're not in control, you have a built in excuse for not achieving your goals. Don't set yourself up for failure. Choose to believe you're in control.
2. Commitment
Many contractors commit to the change that growth requires, right up until the going gets tough. Then they fall back into the perceived comfort of wherever they were before.
Top performers know that commitment doesn't even get tested until adversity punches you in the mouth. It's not something that you possess, it's a choice your make even though giving up looks like a much better option.
In case you're wondering, it should feel like picking a fight you're not at all sure you can win. Commitment makes damn sure you do.
3. Opportunity
The most successful among us focus on the opportunity instead of being blinded by the risk. This won't come naturally, given the way we're taught to think about money and our feelings about losing it.
But if you understand what's happening, you can choose to place the emphasis on the potential gain instead of the risk of loss.
If you're worried about making a mistake, be absolutely sure that you will. Nobody's perfect, so the goal is to win more than you lose and keep pushing forward. Whatever you do, don't let fear turn into inaction. That's a prescription for mediocrity, followed by a healthy dose of regret.
4. Knowledge
High level contractors and business owners learn how to be successful from those who have already achieved what they want to achieve.
That can be a hard pill to swallow at first. As business owners, we believe that we can handle anything. If we didn't, we would never have had the confidence to start a business in the first place.
But it's this self reliance that actually prevents us from seeking or accepting help when we need it the most. Whether their business is struggling or they're just stuck and can't seem to get to the next level, successful people choose to learn from a proven winner.
Why hope you have enough time and resources to figure it out on your own? Acquire the knowledge and achieve your goals.
If you truly want more success, find more successful people and do it the way they do it.
All the Best!
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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!
Should You Strive To Be A Roofer? Or a Marketer?
“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!