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November 22, 2023
I have spoken to many, many individuals in the roofing community about reasons why people buy from them. For the most part it comes down to 2 main reasons. Not necessarily in order of preference, but it must be specified, and the best price!
Most decisions are made this way, so why change? Let’s look at these 2 items. Who is specifying the products? It’s not the roofing companies, who are the experts, but non roofing people. Architects and Engineers for the most part are not experts. I have done over 30 Lunch and Learns with them, and they have said that to me “that they are not experts in roofing systems”. So, why do they specify what they do when it comes to roofing?
In some cases, they don’t know anything else. Just repeat what they have been doing for years. They do what the RCABC recommends or a Building Envelope Consultant. Who is in the best situation to advise? Obviously, it is the roofing company with their vast experience, know how, knowledge, and wisdom. However, that is not the norm.
I’ve talked to many roofers who have said that THEY have allowed this to happen. Letting others dictate roofing specifications. Some have said that it was stolen from them by 3rd party interests. By way of comparison in the US Marketplace 70% of roofs being installed is because of roofer’s direct involvement. However, quite different from here in BC. This pattern is changing and let me show you how:
Here are the Main Reasons Customers Will Purchase:
- Integrity of Salesperson
- Integrity of his/her Organization
- Product or Service
- Service by Salesperson
- Customer Service provided by Company/Organization
- PRICE
These reasons have been studied and people far wiser than me, have determined these Main Reasons for Customers Wanting to Purchase!
We all know and repeat verbatim, Definition of Insanity: To keep doing things the same way you always have but expecting different results!
We know that to be true but are we taking the steps necessary to change our behavior?
How do we Turn this?
PRICE Value PERCIVED
INTO THIS: PERCEIVED PRICE VALUE
