CompanyCam’s Michael Gogan is joined on the Webinar this week by Stan Bastek, the National Sales Director for Atlas Roofing Corporation. Stan is the perfect guest for a webinar on establishing a killer brand because he is a big believer in selling on value, and is constantly looking for ways to help contractors differentiate themselves in a commoditized market.
Here is an overview of Stan’s 4 Tips for Establishing a Killer Brand, but it you want all of the nuggets of wisdom he is dropping you’ll need to watch the whole webinar!
What is Atlas Roofing Corporation: Atlas is a customer oriented, market driven, low cost, high quality, environmentally conscious manufacturer of building materials. They focus on providing premium quality roofing and insulation products for distribution throughout the world.
What is CompanyCam: Founded in 2014, CompanyCam is a photo-based solution created for contractors, by contractors. Users can take unlimited photos — which are location and time stamped, sent to the cloud, and stored securely. Every photo is organized by project and instantly available to your team, allowing you to see what’s going on anytime, anywhere. With CompanyCam you can work smarter, avoid costly mistakes and get paid faster.
What is a brand and what are Stan’s 4 tips for establishing a good one?
Logos and tag-lines are just a small part of what your brand is. Overall, your brand is how you want customers to feel about you. It is a living thing that needs to be nurtured at all times by everyone who works for you. Both strong and weak brands will impact sales.
Tip #1: Don’t Behave Like a Commodity
In order to stand out from the competition in a crowded marketplace, you are going to have to do something a little bit differently than everyone else in your space. Many people thinks this means being the lowest cost, but in reality, customers are a lot less price sensitive than we give them credit for. If you can show your customer the value in your brand, they’ll become brand ambassadors for life.
Tip #2: Remember What You Are Selling — Choice and Curb Appeal
Don’t present your prices as “good, better, best”, start with the best and work your way down. “Best, better, good” selling presents your competition as good, and gives your customers options to up-sell themselves. Also remember that when you are selling a roof, you are selling 50% of what you see from the street. It’s not just a new roof, it’s an update in home value and curb appeal.
Tip #3: Address Affordability Without Being Cheap
A roof is a big purchase, and most people don’t know all of the options for how they can cover that large of an expense. Talk about payment options in your sales pitch as a consultant, using phrases like “let me show you the different ways roofs get paid for.” Give your customers as many possible options for how they can pay (credit cards, insurance, cash and financing options). Additionally, if you incur credit card processing fees, build those into your quote and don’t tack them on as a surcharge at the end. Adding additional, unexpected fees at the end of the process can chip away at the trust and transparency a consumer has in your company.
Tip #4: Low Hanging Fruit is Delicious
These small, impactful things can have an immediate impact on your business. Don’t forget to nurture your job sites in the neighborhoods you are working, keep professionalism paramount with communication before, during and after the job is done. Tap into the power of online reviews and testimonials from satisfied customers and have an easy-to-navigate website that keeps potential customers on your page and called to action.
To learn more about the importance of establishing a killer brand, check out the full webinar here! Special thanks to Stan and Atlas Roofing for collaborating with us on this webinar.
We host webinars with our partners and other industry experts twice a month, so keep an eye out for announcements on how to register over on our Facebook page.
