Richard Rast
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In the past, roofing contractors were not expected to be marketing gurus. But today, with ongoing advancements in communications
and presentation technology, that trend is changing. Gone are the days when a contractor could turn in a couple pieces of
paper with a price for a re-roofing or repair project and expect to be taken seriously. Facility managers appreciate, and
are coming to expect, a professional presentation with photos and roof plans that clearly tell the story about what's wrong
with their roof. Luckily, this trend affords you the opportunity to tell a better story and strike up a consultative relationship
with your customer.
No longer just about price
Facility managers today are looking for long-term knowledge and value to help them manage their roof assets. In their eyes,
you can go from a commodity service provider to a valued expert by providing a professional condition assessment and proposal
that's specific to the building, including photos of deficiencies with recommended actions for alternatives for replacement
or repair. Playing at this level allows you to charge more, and build the long-term relationship that generates repeat business.
Here are some tips for creating and delivering winning proposals: 1) Take the time to be complete and thorough in your survey and analysis, to provide the best possible recommendations.
2) Keep in mind the life-cycle of the roof and your customer relationship. It can actually be more profitable to repair and
extend the life of a roof than to jump into a re-roof, and the client will appreciate the extended value and service life.
3) Tell a compelling visual story. People are visual. Use photos, drawings, and tools, such as thermal imagery, to show deficiencies
and water intrusion.
4) Provide an executive summary. It's great to have all the back-up information to prove that you know their roof, but managers
appreciate a quick dashboard of what's wrong and what it will take to fix it.
5) Help facility managers prioritize what sections need immediate work, which ones can wait, and help them with their long-term
budgeting and planning.
6) Get it to them quickly. If you can be the first to provide such an in-depth, quality proposal, you'll outshine your competition
and capture more opportunities.
Tools for success
Digital cameras are great. Thermal imagery really illustrates water intrusion. Roof plans provide the context and prove that
you know what you're talking about. Word processing allows you to manipulate text and graphics fairly easily. Estimating systems
help you work up the price more efficiently. Still, it can be a daunting task to turn around proposals at a pace that keeps
up with potential opportunities. Or maybe you're in a tight market with fewer opportunities, and speed is even more important.
Investing in software and technology tools that help you bring it all together quickly can make all the difference. GPS roof
mapping and digital field data collection will streamline the process of documenting and compiling proposal content. Online
access to roof information makes a lot of sense to facility managers with multi-building or national portfolios. Even online
satellite imagery can help you scope work and save time in planning your projects. Taking the time to research, implement,
and train your team to use these kinds of tools is one of the best business development investments you can make in a tightening
economy. When your company becomes more efficient in producing quality proposals, it allows you to focus on what you do best:
delivering top-notch roofing services. Have you ever lost a bid because the quality of your proposal didn't match the quality
of your work? With some smart planning, you don't have to — and you may even be mistaken for a marketing guru.
RICHARD RAST is the president of Roof Express LLC. He can be reached at rrast@roof-express.com
and (303) 809-6042.
