What Do You Say?
Lee Edward Cotter wanted to know what to do with all those people who say they’ve already got a roofer.
Since my answer wouldn’t fit in the Facebook comment section, I’m going to post the full reply here…
If you want to read Lee’s original question, you can see it here.
Ok, I think I understand now…
Some of the people you’re talking to are saying they’ve already signed paperwork with another roofing company and you want them to break that agreement and go with you instead, right?
The only reason they haven’t already had their roof replaced using the other company they are under contract with is because they couldn’t come up with their deductible, correct?
If that’s what you’re saying, here’s my thoughts…
Maybe your experience will be different, but anytime somebody breaks a contract to go with another company, they’re usually #1 a lot harder to please, #2 take a lot of time to convert and #3 return lower profit margins on a per job basis.
In a nutshell, I really don’t want the prospect who is already committed. Think of it as chasing a girl who is already engaged… can be done, but expensive, time consuming, and hard to win.
Are They Just Trying To Get Rid Of You?
That said, there’s some prospects who’ll say, “I’m already working with someone” just to get rid of you… as quickly as possible.
That’s a totally different story!
You have to be able to figure out the difference between the two because they are as different as night and day in how you deal with them…
With the first type (really engaged), it’s better just to walk away and wish them a happy marriage.
However, the second type is using that magical phrase as a defense mechanism. They don’t have a contract at all… they may have talked to a few roofers, go to church with a roofer, or know a guy who knows a guy who is a roofer, but they are NOT committed.
Here’s the good news, once you get past their defense mechanism, they are extremely easy to sell and usually very profitable too.
Think of this type of personality as the kind that puts a “No Soliciting” sign on their front door. You and I both know that many times the reason they do that is because they have a hard time saying “No!”
So, how do you figure out the difference between the two?
Build rapport by talking with them about anything except their roof. I’ve written several articles about how to do this when you’re selling roofs, but I suggest you start with the almost famous don’t be an axe murderer article.
The first type (those truly engaged) will get rid of you quickly. They have no time for you. Mark ’em off your list.
The second type (those using it as a defense mechanism) may lower their walls and talk with you about things that interest them. Maybe… if you follow the method I’m about to tell you step-by-step.
Once you’ve established the right to ask them about their roof (you earn that right by listening to them talk about what they want to talk about… for as long as necessary), you’ll be able to ask one non-threatening question that will reveal their real situation.
That question could sound something like this…
“I know you already have a roofing company, but I was just wondering… if you could find somebody who would treat you right, really listen to you without any pressure, would you be open to a second opinion?”
If they say, “Yes”, you’re in.
Immediately steer the conversation back to whatever they want to talk about for a few minutes to release the pressure before moving forward.
That may sound something like this…
“Okay. Sounds good. Tell me more about that crazy cat of yours…”
From here on out, you want them to lead you. They’ll either come around and ask you more about yourself and how you do business… or you may need to gently prod them when there’s a break in the conversation.
That may sound something like this…
“I’ve really enjoy talking with you Mrs. Jones. Tell me, where do you think we should go from here?”
If you’ve been patient and have listened intently with good eye contact, she’ll tell you step-by-step what she wants you to do in order to earn her business.
She’ll lay out the treasure map because you’ve earned her trust and her walls have come down… she’s figuratively taken the “No Soliciting” sign off her front door and invited you to the party. Behave yourself and you might just earn a valuable new customer.
If you have any more questions about getting past this common objection (or any others), leave your question in the comment area below. There’s a little link named “comment” or “comments”. Click it and a text box should open up for you to ask your question.
BTW: I never cross a real “No Soliciting” sign. I always keep on walking. There’s a way to sell these people too, but that’s another story.
Mike CodayMike started selling roofs in '95 while working as a youth pastor at a small church in North Texas. A decade later he transitioned to speaking at industry conferences and training outside sales teams. Today, he works exclusively as the premier consultant to roofing company owners who are driven for growth.
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