Jim Johnson explains why roofing contractors should lead with premium shingles instead of budget options. His grandfather and father-in-law, both modest-income savers, chose high-end roofs when shown the value. Start with the best product, then negotiate down if needed.
What I want to do today is to lay out a phased system that creates an experience. And the main part of that experience that I do not want you to miss is this concept of selling the best and then negotiating the rest. You want to get into this process of always selling the best. And so whenever we talk about our shingles, there are multiple shingles that we can sell. We can sell a 30-year architectural, we could even sell a 30-year or 25-year 3-tab. Those are still available out there, but most of us have gone to a 30-year low-end builder-grade standard architectural type shingle, and we don't ever talk about any of the others because we think they can't afford it, or we make some assumptions they don't want it. And people will surprise you. One of the people that would surprise the heck out of you would be two of the people that stick out the most. My grandfather never had a job that made more than $24,000 in a year, but he replaced his roof with a metal roof. My father-in-law, same exact thing, never made a really high wage, but were great savers. And so they were able to save their money and invest where they thought it was wise. So we don't want to assume that people aren't going to make those wise decisions.
