I travel a lot for work and occasionally I eat alone. The other night while eating by myself I wondered how the family at the next table would react if I asked to sit down with them and join in their meal. After chuckling to myself as I considered the consequences it dawned on me that most of the time a roofing contractor is just as much an unknown stranger to the homeowner as I am to the family at the next table.
So what? Sometimes as roofing contractors, or roofing salespersons, you can get so comfortable going into total strangers homes that you can forget how unusual and uncomfortable it can be for the homeowner. This is especially true if the homeowner has not previously been exposed to you or your company. Imagine all the thoughts going through their mind as you pull up.
“Will he (or she) be honest?” “Will he try to rip me off or will he give me a fair deal?” “Can I trust the recommendations he makes?” “Should I even let him into my home?”
How can your marketing help put the homeowner at ease before you arrive? How can your marketing connect you with your customer?
First, we must give marketing a broad definition. It includes a lot more than your yellow page ad. Have you ever had a customer tell you that they see your trucks all over town, even though you only have one truck? That is the power of marketing with vehicle lettering. In a small service area this can be a very powerful tool to get potential customers comfortable and familiar with your company. Yard signs can also be very effective at accomplishing this in your target neighborhood. You are no longer a complete stranger because, if their neighbor trusted you, you must be o.k.
Second, your marketing can soothe customer concerns by featuring testimonials. You can tell your potential customers how great and honest you are, but it really means nothing when it comes from you. However, if someone likes you enough to give you a testimonial, it can go a long way to building trust. What is the best form of testimonial? A video testimonial with your customer singing your praises is far and away the best and most powerful testimonial that you can provide. Outside of that, a testimonial with a picture of the people and their names (not initials) can be effective, though not nearly as effective as a video testimonial.
Finally, look at places where you can incorporate a list of Frequently Asked Questions (or something similar) that address common questions and concerns that your potential customers may have. This can show your prospect that you recognize, and have thought through, their concerns. Combine this with a testimonial of a customer describing how you overcame their concerns and you are miles ahead of your competition.
If you use your marketing as a tool to connect with your prospects, before you ever meet them, it can make a big difference in the way they feel when you arrive to give them an estimate or sales presentation. Be a welcome and trusted adviser, instead of an unknown stranger.