Before you explain why your company is different, ask a few simple questions:
- Have you ever hired a contractor before?
- How did it go?
- Did you get multiple bids?
- Why did you choose the company you chose?
- Looking back… would you do anything differently?
Why?
Because value is personal.
Most reps use a birdshot strategy —
They rattle off everything they do well and hope something hits.
That’s not value-building.
That’s guessing.
Real value comes from understanding what actually matters to the customer:
- Was it communication?
- Reviews?
- Experience?
- Material?
- Warranty?
- Other local people used them?
Once you identify what they value, then you present.
At that point, I lay out the 7–8 standards our company does extremely well — the things we believe every contractor should do. If you need help with this presentation, let My Virtual Sales build one for you.
Then ask for a commitment:
“If a contractor doesn’t meet these standards, would you even consider hiring them?”
When the customer agrees with the standard,
1. The value is no longer your opinion
2. They understand why it costs more to work with you
That’s how you build value before price ever enters the conversation.
And that’s how you stop competing on price alone.
Need help teaching your roofing company retail sales? Reach out to get some training today.
https://uglyroof.com/sales-training/
