Adam Sand (presenter) argues that customers must first understand a roofing problem before they’ll perceive value in a solution. He uses three roofing-valley techniques—weaving, closed valley, and W valley—to demonstrate how water flows and how different shingling/metal options create varying degrees of watertightness; the instructional goal is to teach the problem so customers choose the appropriate solution.
Chapters
You get the customer to be aware of the problem before you declare the solution, because if they don't understand the problem, they won't see value in a solution. You have to be very intentional about how we put all this together. What are the different types of values that exist? So we would show, okay, there's weaving, and in here, we show, like, this is how it's put together, and this is how the raindrop flows. Then we show the closed valley and show how you shingle one side and shingle the other side and cut it. And then you get a straight path. And then finally, we show the W valley and how we shingle both sides, cut both sides, and we put this metal thing in the middle. And so. So when we kind of show that, hey, there's these two pieces of plywood that are going to shove together that's not watertight. We put shingles on top of it to make it watertight. Then there's three different ways to put shingles on it to make it, to a differing degree, watertight. And so we show that in the valley, right, the water runs into the middle. There's this W that keeps the water from sloshing back and forth. Now we have something that customers go, oh, that makes sense to me. And I kind of want to buy that solution.
