Andrew Mullin, National Sales Team Manager, Direct Metals, Inc.
How does a contractor set his bid apart when a building owner requests the standard three bids for one standard re-roof job?
■ Offer quality high performance accessory items that will highlight your value to a building owner.
■ Present your company as an expert in their field who knows the value of add-ons and upgrades to provide the performance and appearance of a roof that the customer finds appealing.
■ Explain how quality components that you are offering extend the expected life span of the system and how lower quality entry level parts may undermine the expected life cycle of the roofing system.
■ Offer performance accessories that can eventually pay for themselves through energy savings.
When presented as a small upgrade cost against the cost of the total installed system it is an easy up-sell to building owners. Given the choice, the building owner will often pay you to install these higher quality accessories and components. This is especially true when you can offer a special look or performance that competing contractors are not offering. This is a win-win for the roofing contractor – not only will you have lowered your call back liability, but your customer happily paid for those upgrades from you.
Talk with your building products distributor and explain that you want to explore opportunities to provide upgraded components and accessories in your bids. Ask about education opportunities such as product knowledge seminars and demo days provided by product
manufacturers. Don’t be afraid to ask to be put in contact with the manufacturer’s representative for more in-depth information and tips.
Explore upgrading components and system accessories and the cost to do so:
■ Metal roofing system accessories and components: Fasteners with lifetime warranties, color match pipe flashings, and ventilation systems that add value and life expectancy to the customer’s roof. These upgrades can cost as little as $180 total on a 30-square
metal roof.
■ Shingle roofing system accessories and components: Penetration flashings than conceal PVC pipes and vents that have built in crickets to prevent water damming. Explore options that come colorized to match the shingle colors and offer 35-year warranties. These changes can cost as little as $6 on a 30-square shingle roof.
■ Ornamental Accessories: Finials, weather vanes, vent guards, and cupolas can add that custom home look. Advancements in design in recent years have changed installation times of ornamental cupolas from hours to 15 minutes. These types of visual
accessories can create an emotional response from your customer leading to positive referrals.
■ Performance Accessories: Don’t forget about performance accessories such as solar powered fans, reflective insulation and daylighting options. These are accessory add-ons that you can offer building owners that work for them saving money by reducing
their energy costs. These are often the easiest upgrades to sell as you can look your customer in the eye and let him know the cost will eventually be zero.
Discuss options with your roofing products distributor. Explain that you would like to offer these options and request a pricing sheet outlining these costs. Inquire about the availability of the items on the list. Are these stock items? Is the supply chain prepared to handle new volumes that you will require? Ask questions about installation methods and tools required as well as estimated
installation times. These are all important to understand so that your estimations include these costs. Providing products designed for high performance both in installation and longevity will make your company more money. In some cases, the savings in labor may be greater than the cost to upgrade to a better designed product.
Consider an a la carte menu as a supplement to your bid: listing the accessories that your company is now an expert in providing. Include a foot note of the most attractive single benefit versus the cost, mark items as suggested upgrades or add-ons, and provide a short and concise reason of the benefit to your customer.
Take advantage of free literature and samples. Get this information into the hands of your customer. Manufacturers spend valuable time and money to develop and have these materials ready at your disposal. A good marketer understands that literature sitting in a box or on a shelf has no value regardless of the cost to produce it. It is only valuable in the hands of the consumer to assist you in the sale of their product. Providing education to your customer is the best way for them to see the value in the products and services you are offering. Customers may not buy upgrades every time they are offered, but they will never buy an upgrade that they do not
know exists.
Andrew Mullin has worn many hats over the past 19 years at Direct Metals Inc. (a manufacturer and master distributor of roofing fasteners, products and accessories). He oversees a nationwide sales team, while maintaining close relationships with his customers close to home here in Florida. Andrew Mullen is a 3rd generation professional in the roofing industry. His passion for design has brought many products to market such as the Panclip, XLP, WoodZIP and S.C.A.M.P. line of building fasteners that roofing professionals all across Florida use every day.
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