August 2018

Contract Talk
PERFECT PRESENTATIONAL SKILLS
Being a roofing contractor isn’t just about getting the job done, it’s about how you portray
yourself to your customers too. With such a competitive industry, it’s key to be smart with
your marketing to achieve the best for your business. Here, Stuart Base, Marketing Director
at SIG Roofing, outlines how you can do just that.
Marketing your business effectively may
come very naturally to some, but for
roofers it may not be second nature.
However, the impact that smart marketing has on
roofing businesses can make a huge difference to
its success. From spreading the word to
increasing your online presence, these simple
steps will not only help to get a better
understanding of your key customers and their
needs, but also your competition and what you’re
up against.
Spread the word
It might sound obvious, but you’d be surprised at
how many roofers in the industry don’t shout
enough about their graft. Word-of-mouth
advertising is a key player in every business and
there are many ways that you can get other people,
namely your customers, talking about you too.
Exceeding customer expectations, becoming a
more personable and friendly business or carrying
out a generous act that gets people talking are all
methods of triggering word-of-mouth advertising;
one happy customer will inevitably steer a
number of new ones your way. Generally, people
almost always take recommendations from family
and friends into consideration, so any steps taken
to increase referrals could be massively
rewarding for your business.
If you’re in a position to, another strategy to
consider implementing is to offer discounts to
those who do spread the word about you. Money
saved equals happy customers!
Get online
In this day and age, it’s the norm to ask Google
absolutely any question that springs to mind. How
to get from A to B? Google; nearest café that sells
“You’d be surprised at
how many roofers in
the industry don’t shout
enough about their
graft”
bacon butties? Google; local roofing business?
Google! It’s for this reason that it’s crucial to
ensure you’ve claimed your spot as a Google
Business, which can be done within just a couple
of minutes here:
(https://www.google.com/business/). This means
that when people Google search your business, or
generally search for a local roofer in the area,
your business will instantly appear in the results,
consequently generating more customer leads
and interest.
Saying that, it’s no good having your business up
on Google and no website to direct customers to.
Get a valuable and professional website up and
running as soon as possible, ensuring it includes
all the information a customer would need and
also as a tool to communicate with both existing
and new customers; the value of this is
immeasurable.
Be social
Let’s face it, the power that social media holds
over people today is undeniable. It’s for this
reason that as a business you need to immerse
yourself in the online world. Utilising platforms
such as Facebook and Twitter can really help
make your business become more personable,
approachable, and makes for an easy way of
customers reaching out to you. Even better, you’re
free to be as creative as you like, so have some
fun with it!
It’s important to consider that as much as
customers are given the opportunity to praise
your business publicly, you’ll also be giving them
the chance to slate it which you’ll need to be
prepared for. However, should a scenario like this
occur, it’s important to resolve any issues and
deal with customers quickly and in a respectable,
non-argumentative manner to maintain a positive
and professional reputation.
Although it’s a scary concept for some, not taking
advantage of social media can ultimately lead to
some negative outcomes for your business, so
it’s worthwhile to get on board.
Keep it traditional
Aside from the shiny world of social media, it’s
also essential to carry out some basic yet
efficient practices, too. Networking within your
local area for one is worth considering – focus on
building relationships not just with your target
market, but perhaps other small businesses to
which you could lean on one another for support.
Get some attractive posters advertising your
business up in your local café, or speak to your
local parish about being included in their
newsletters to help spread the word. It’s the
simple things that are sometimes most effective!
Keep track
Finally, keep a concise, simple database of all
your customers, past, present and future
prospects. This way you’ll be able to easily keep
in touch and communicate with them.
Contact SIG Roofing
0845 612 4304
www.sigroofing.co.uk
@SIGRoofing
16 TC AUGUST 2018