How many product brands does your home improvement company offer? Do you offer three brands of shingles with three to seven lines for each brand? Do you offer four brands of vinyl siding? How many window or door manufacturers do you present? Let me ask you this… Why? Do you feel by offering so many brands and lines that this gives you a step up on your competition? Do you feel that if company XYZ roofing is pitching a certain line of shingles that you can come in behind them and pitch the same product for a lesser value or a different brand that you carry to close the deal? It doesn’t necessarily work that way. To many homeowners a shingle is a shingle and they just want to get their new roof installed, so let’s simplify the process.
As you can tell, I am a big believer in carrying one product brand and focusing on that specific product. Now I am not saying that if you carry a certain shingle manufacturer you need to carry other products that they may offer. All that I am saying is whatever brand of shingle you and your company decide to carry, that you should know that brand in and out. Know the details. If a customer has a question about a warranty, there should be no hesitation. You should build your company to be the expert on that brand in your area. Remember, though, consumers purchase from a company because of the reputation of the company, not necessarily the brands that they are carrying. We all can sell a homeowner a shingle roof with a lifetime warranty, including 20 years peace of mind, but that homeowner is purchasing their new roof from you because of the value that you have built within your company.
Let’s continue to look at shingle roofing. When selling one product line versus another you have to learn the specifications of each individual product. Shingle A may come standard with a 6” exposure and require 4 nails per shingle, while shingle B comes standard with a 5 5/8” exposure and require six nails, yet shingle C has the same exposure but only requires four nails. Manufacturer A may offer a prorated warranty with a lifetime shingle, while manufacturer B comes in with 20 years and no proration, then you have manufacturer C that only offers 10 years but if you’re a certified installer the homeowner can now purchase an warranty upgrade and now you begin dealing with different variations and products to obtain each warranty. In my opinion this can be very confusing, not only to you and you’re company, but the homeowner if they are not receiving the correct information.
Many companies I have spoken with say that they carry so many product brands to have a product that is suited for every consumer in their market. Now I can see that, but I do not fully believe in it. If you are selling vinyl replacement windows, like with any product, you should always offer a good, better and best system to fit every consumer you will be selling to and leave it at that. Do not take the mid-range window and fill the cavities with insulation and add the upgraded screen. Leave the window as it is and upgrade the consumer to the premium line of the windows that contains those components. You’re entry level window is just that, entry level. If you like to sell a window package that includes triple pane glass and krypton, offer that as your premium window.
In the next discussion of this series, Contractor Rush will continue to discuss tips and ideas, as well as the battles that we, as contractors, face daily. If you’re looking to beat your competition to the finish line, don’t hesitate; begin to feel the rush today. For more information on Contractor Rush or our Home Improvement Consulting Service, to sign up for a 30 day free trial, or to schedule a go-to-meeting to discuss the benefits of Contractor Rush further in depth, contact us today www.ContractorRush.com 855.742.3216
Contractor Rush is not just a web based business management program for the exterior of a home, but a business tool that will help you control all aspects of your business from start to finish, with a few simple clicks of a button. Contractor Rush has it all covered! From building your customer base, to estimations, to proposals, work orders, material orders, and record keeping… to even tracking the status of all your job proposals.