How To Talk To The Decision Makers
Last month, Marco honored the accomplishments of women with a special luncheon and recognitions. After all, we have some of the best and brightest women right here on Team Marco! And we weren’t alone. March 8th marked the 113th time the world has celebrated “International Women’s Day.” And since 1987, Women’s History Month has been observed annually in the month of March in the United States as a celebration of women’s contributions to history, culture, and society. But while the calendar has moved on to April, women should still be a big focus for roofers.
When it comes to primary purchases for the home, women are key. In fact, eighty-five percent of those decisions are made by women. So when you are selling to homeowners, you need to know how men and women are different in the way they approach purchasing a roof.
Research shows that men see the roof replacement process as a transaction. An Owens Corning spokesperson offered this example of a man’s approach. “I had a brown roof before, so I’ll replace it with another brown roof — decision made.” Women, however, take a more circular approach to roof replacement. They want to see all the choices available and then eliminate options to get to their decision.
Don’t simplify or rush the process. Your female prospective customers will want to purchase from a contractor who is trustworthy … so building trust should be job number one for you. Take time to educate them on the process. Walk them through each step, from evaluating shingle options to financing and scheduling the install. We’re definitely not talking about “mansplaining” here. We’re simply talking about your approach. Resist the urge to skip this step and rely solely on reviews and data (like the superior performance number of Marco products). These are important, but building trust must come first.
The bottom line is that you need to understand and respect the power that women have in the decision process. When working with a couple, you may not know who is making the financial decisions, but research shows that she is likely making the design decisions, and that she will have an important opinion on you, the contractor, which could make or break the sale. So speak to both parties when selling to a couple. Involve her in the process. Understand that she may want more or different information than he will. Acknowledge the importance of design and curb appeal and how different choices you can offer will fit with the design personality you already see in the home.
Men and women approach purchasing a roof differently. One approach isn’t better than the other, but they are different. Understanding this and tailoring your message to your audience will deliver a better ROI on your sales time.
To learn more about Marco, visit www.MarcoIndustries.com. To contact Marco directly, you can email or call 1-800-800-8590.