Beating Fierce Competition in D2D Roofing Sales

It is cutthroat, it is wildly competitive, and it is a dog eat dog world. Welcome to roofing sales. Specifically, when you're working storms, if you are working storms, you've faced scenarios that you felt that everybody was doing the same thing. You've driven into neighborhoods and seen the sea of yard signs. You've been the 10th, 12th, or 15th, maybe even 100th roofer at the door. And you are desperate to find a way to. To truly be different, to separate yourself from the rest so you can make more sales when everybody appears to be doing the same thing. Well, that's exactly what I'll be covering in today's video is how to handle those situations so you can rise above and ink more deals. What you're about to watch is an excerpt from a live training event when someone asked this very question of how we deal with oversaturated markets that are swarming with roofing companies. And in this video, I'll share a story and then tactical advice to help you stand apart from the competition. But you might be looking for an even more competitive advantage, and for that you need an endorsement. So instead of you saying, we're better, we're different, you have someone else do it for you. And it works best when that someone else is someone that looks trustworthy because they are in the eyes of a homeowner, like someone who's been on Fox News, abc, NBC, CBS, and USA Today. And that someone for you might be the Roofing and Solar Reform Alliance. So if you want to become one of us, you can click the link in the description to learn more or set up your private tour. But without further ado, let's jump into this video to give you some tactical advice in the field, whether you're a member or not. Now let's get started. So differentiating ourselves. So many people approach this the wrong way. I share a story of this, by the way. In my book. I was in a neighborhood. I'm gonna tell you the story, then I'll break it down. I drove into this neighborhood once because I was late on a storm. Neighborhood was really saturated. So then I pulled in and I'm like, too many yard signs left. Went to the next neighborhood, People kicked me out. You're the 15th roofer here, you're the hundredth roofer here. Went to the next neighborhood because every next neighborhood, the grass was gonna be greener there. You know what I mean? Like, I'll find it. And then it wasn't, and then it wasn't, and then it wasn't. And then before you know it, I burned like three hours driving around in circles looking for, you know, the homeowner who had their insurance policy hanging out their pocket, waiting, waiting for me. And I just never found him. So what I did is I just started to cherry pick where there were. Where there were viable opportunities, meaning no yard sign yet. And I see this. It was brand new construction. And I pulled in their driveway. It was a really long driveway. And I got out of the truck and I go to greet the guy. And he's walking up to me and I was just bracing for getting rejected. And he's like, gave me that kind of hurry up and talk thing, like, what's up? And I was like, hey, man, listen, I was just in the neighborhood and I couldn't help but notice you guys hadn't chosen a roofer yet. Where are you guys at in the process? And I just acknowledged it because there was no yard sign. And he goes, oh, you know, it was new construction. I don't really think we have anything but hop up and take a look. And I was like, holy crap. And then I ended up making five grand on that commission. So the other thing, one, the grass is not always greener in the next neighborhood. Two, everybody's competing. And three, there's a formula for why homeowners make a decision. And I call this the new feeling economy. And the feeling economy is a formula of two, comparison and emotion. And I'm going to explain those. We live in a world where an influencer, when they're about to start crying, will grab their phone and film themselves. Have you guys seen this? I have a whole presentation on this. I actually gave it at the platinum conference last year or this year. There was a one hour compilation video of influencers crying on their phone. Do you guys remember back like 10 years ago, if a friend got divorced, no one knew about was like private. Now it's like someone posts on Facebook. It is with sad news that Peggy and I have decided to part ways. Was tough on the kids, but we've grown apart. Is feeling sad, nostalgic? Like we live in a world where feelings are broadcasted more than ever. So the emotional experience that a customer has with the person and the brand is very significant on who they'll do business with. And this works in your favor or against you. You make people feel good, they're brand loyal. You make people feel like crap, they post a negative review. The next piece is comparison. And by nature, who here goes to the same restaurant on the weekends frequently with your spouse or Significant other. Do you guys have a go to spot? And do you guys get the same thing each time? Because that's what we do. It's like, I go to that restaurant for the thing, but every now and again, they'll have a special where you're like, ooh, I'm feeling bold and brave. We're switching it up today. I'm going to try something new. And then when you do, you order it. And your significant other or spouse turns and says, honey, how's the dish? How do you respond? I wish I got the other one. Not as good as what I normally get. We cannot, we do not objectively answer that question. We don't say it's good. We compare it to what the standard is of what we always get. Humans, by nature, compare things. Who here has been guilty of comparing your current significant other to your crazy ex? Yeah, okay. Or the new hire salesman versus to the delusional guy you had to fire? Okay, you get two scoops of ice cream. They're both your favorites. But one day when you have the two scoops that are your favorite, mine is what's it called? Funky Donkey in Peanut Butter Blast. I've never heard of Funky Donkey till I go to this ice cream shop. And every day, one of them edges the other out because I compare it to each other. Same thing when you go test drive cars. Why are you test driving them? To compare them to each other. Everything in our nature is a direct comparison to other people. And it's amazing how many times you will experience this on your own without even knowing it. So I call it the comparison creature. It's within us. It also happens, by the way, internally. And I talk about that in my book when we start comparing ourselves to others. But comparison and emotion are what drives buying decisions. So if I'm in a neighborhood that's oversaturated, that's okay. Those customers haven't made a choice for a reason. And when you show up and you set the benchmark standard on doing things differently, making them feel differently, you create a stronger emotional experience and. And compare in a higher position than your competitor, you win the deal, and it has nothing to do. I shouldn't say nothing. Let me rephrase. It has very little to do with the tech. What it has mostly to do is the experience you give people. Which is why I had you guys vote with your own dollars on roofer1 versus roofer2 on that scenario. And you guys chose roofer2, who didn't even do a presentation, even though roofer1 had all the latest tools and technology. So that's my very long winded way of saying yes, it's saturated. They haven't chosen somebody for a reason. Put your head down and know that the right people will choose you. And you have two things, two levers to pull. How do I compare against the next guy and what emotional experience do I deliver that's different from the other person? Because most people are showing up offering a free inspection and there's a bull's eye on the homeowners back and they just want the money in their pocket. Did it answer your question? Cool.