When you are in a sales role, roofing or otherwise, you are all too familiar with the dreaded prospect objections. Unfortunately, no matter how necessary your product or service is, you are always going to have someone who pushes back on factors such as urgency or cost.
When it comes to roofing issues though, the Summa team knows very well that opting to fix or ignore a problem goes far beyond the roofer’s bottom line and can have serious impacts on the structural integrity of the property. This, of course, doesn’t stop prospects from making objections! And of course, no matter how many times we’ve heard the same objection, when we are put on the spot we often freeze, leading to loss of the sale for you and significant danger for your client’s roof.
To help you better overcome future objections, the Summa Media team is sharing the five most common roofing sales objections and the perfect response to each with you today! Keep reading below to learn more.
The 5 Most Common Roofing Sales Objections
Objection #1: The most common objections roofers receive are related to pricing/budget. A prospect might say something along the lines of, “It isn’t in the budget this year, maybe next year.” Or, “Your competitor Bob is 50% cheaper, I’m going with Bob!”
Pricing is the number one objection that our roofing clients receive from their prospects and while it can be a doozy to overcome, you shouldn’t panic! There are many different ways a client can object to pricing, but let’s focus on the two examples above.
If a client tells you it isn’t in the budget this year, there are a few things you can do. First, you need to create a sense of urgency. We know that roofing issues are not to be ignored, but prospects don’t fully grasp why. Clearly communicate why this issue needs to be fixed quickly and what will happen if they choose not to. Lean into the emotional side of what the homeowner and their family will likely go through if this situation gets worse. If that doesn’t work, ask them what will change next year to bring it into the budget at that point in time. Making them think about it and talk through it might help them realize that there are ways to make it work this year. And finally, make sure the prospect is aware of their financing options through their insurance, you, and other lenders.
If a client tells you that a competitor is 50% cheaper, it is important to examine why. Likely, the quality of materials and workmanship from Bob are not going to be nearly as high quality as yours. Without trashing your competitor, talk about this with your client. Explain why your pricing works the way it does and explain the value of choosing you over Bob. If you’ve ever had to fix Bob’s work, ask the former client if they would share their experiences with the prospect.
Objection #2: Lack of urgency is the second most common objective our roofing clients hear. Prospects will often say things like, “The damage isn’t causing any problems right now, I’ll deal with it when it does.”
Unless roofing damage has led to leaky ceilings, mold, or wood rot in the home, most roofing issues are invisible to an observer on the ground. And you know what they say, out of sight out of mind. If the problem isn’t interfering with their day-to-day, they often don’t care.
While this is understandable and very much a part of human nature, it is so important that you do your job as a roofer to clearly communicate the risk they are taking by not fixing the damage early. Not only could serious problems begin at any moment, but delaying repairs only leads to lengthier and more costly repairs in the long run.
Objection #3: Missing trust is a big factor that often leads prospects to object. When this is at play, you’ll likely hear a prospect say, “I know I need the work, I just don’t know that you’re the best fit for the job.” Or, “You seem nice, but I don’t want to work with a roofer I’ve never heard of.”
A home is the biggest investment and most precious asset most of us will ever own and we want to trust the people we let into our homes. If trust and lack of credibility are objections you often face, there are a few things you can do to fix this.
First, you need to focus on building rapport and connection with your prospects early on in the sales cycle. Building authentic and genuine connections by asking about your prospect’s day, listening to their concerns, and not pushing a sale too hard in the beginning will all go a long way.
Second, you need to build up a list of customer references and a high quantity of online reviews. If someone doesn’t feel comfortable with you or your business, there isn’t much you personally can say or do to change their minds. However, your old customers certainly can. By connecting them with clients you have worked for in the past, they are able to hear a neutral, third party perspective and experience that will help instill a sense of confidence in you and your work.
Objection #4: To borrow from a popular dating term, a prospect “ghosting” you, can be an objection as well. Ghosting is when a customer doesn’t tell you a flat out no, but is extremely evasive about the next step. They’re likely saying something along the lines of, “I need to think about it and call you back next week,” but you’ll actually never hear from them again.
A lot of people are uncomfortable with rejection, so rather than telling you, “Thank you for your time, but no,” they’ll ghost you to save themselves the discomfort. The warning signs for ghosting can also resemble a client who is being genuine about next steps, so the way you handle this objection should not offend a serious prospect either.
Oftentimes, when a prospect is getting ready to ghost, they’ll thank you for the information and say that they’ll be in touch later. When you press them for a timeline or next steps, they might get uncomfortable or give an unclear answer.
To try and keep them engaged, set a clear follow up plan. Ask then and there to schedule your next meeting whether it is over the phone or you coming back to their property, this clearly defined next step will help keep things moving forward, as opposed to the vague: ‘We’ll be in touch.’
Objection #5: The last big objection our roofing clients hear is around insurance. It seems that while most people have insurance, they don’t actually want to use it. A customer may tell you something along the lines of, “I don’t want to navigate the insurance process, there’s too much red tape.” Or, “I doubt my insurance will ever even reimburse me for this!”
While the vast majority of property owners have insurance for their homes and buildings, they often get scared when the time comes to actually use it. The fear can be driven by a number of reasons so before answering the objection, you need to get to the bottom of it.
If they are overwhelmed at the thought of navigating the insurance process, let them know that your experts will be there to help every step of the way. In fact, they won’t have to talk to an insurance agent at all if they would prefer not to. Make them feel comfortable trusting the process to you by revisiting the advice in objection number three.
If they are afraid that their insurance premiums will go up or that insurance won’t cover what they’re supposed to, you need to pull out your expertise here as well. Have your insurance experts explain how the insurance process will work and review their coverage with them so they understand exactly what impact using insurance will have on them. Oftentimes, this is related to the fear of the unknown and once you break things down for them, they are a lot less intimidated.
Unfortunately, you will never close every single deal that you encounter, there will always be some objections that just can’t be overcome. But, by using the above advice, you should be able to get a few more over the finish line each month!
Roofers and sales experts, the Summa Media team wants to hear from you! What are the most common objections you face and how do you overcome them? Share your thoughts in the comments below!