September 2019

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Marketing Talk THE SIMPLE LIFE: HOW A SIMPLIFIED OFFERING CAN SPELL SUCCESS Richard Kendrick, Marketing Manager for SIG Roofing, explores why it sometimes pays to keep it simple… Like much of the construction industry, the roofing sector is an incredibly crowded marketplace with specialists of all sizes jostling for new business. Indeed, roofing start-ups today are entering an industry which has 63,000 other professionals already plying their trade. The outlook is particularly tough for smaller roofing enterprises. Not only do they face stiff competition within the market, but must also weather a sometimes uncertain economic climate – particularly impactful on the so-called ‘one man bands’, which make up a significant proportion of the construction industry. So, when confronted with such a challenging landscape, how can roofers stand apart from their competitors and secure those all-important new business wins? Roofing 101 Like any business, a fundamental rule to remember for your roofing business is – it’s better to do one thing exceptionally, than a number of things poorly. While it might be tempting to change-up your offering, providing an array of services and add-ons that your competitors don’t, this could leave you stretched and unable to complete jobs on time or to a high-standard. At SIG Roofing, we advise roofers to carry out an honest assessment of their offering before looking to expand it. Do you have the right resources, skillset or experience to be able to offer the additional services successfully? Similarly, take a look at your existing customer base and qualify whether there is an appetite for the add-ons you’re looking to incorporate into your business. While diversifying your service offering may make you stand out from the crowd, there are a number It might be a challenging marketplace right now, but there are plenty of opportunities for you to still win new customers. of simple considerations, which, if applied correctly, can make a real difference to your ability to attract new business. Be professional Did you know that referrals and word-of-mouth from satisfied customers generate upwards of 35% of all new business traffic for roofing specialists? It sounds like a cliché, but first impressions do count, so make sure when meeting with prospective customers you turn up on time and have a number of customer testimonials on hand. Similarly, after your initial meeting, it’s important that you follow up promptly with a quotation – the sooner that goes across, the sooner you can (hopefully) get the job secured. Stay connected We covered this off in our last advice piece, but it’s worth reiterating – the modern roofer needs to have an online presence to stand a chance of securing new business. For social media, we recommend both LinkedIn (as a way of growing your presence within the industry) and Facebook. Roofing is such a visual business, so your Facebook page represents a fantastic opportunity to showcase eye-catching examples of your latest work. This links back to the power of the testimonial – new customers are more likely to want to work with you if you’ve posted proven examples of your fantastic work. When it comes to your website, treat this as an extension of your sales brochure, so a great platform through which to show off examples of your work. What’s more, the website doesn’t need to be complex – far from it. Indeed, the most effective roofing websites enable customers to find what they need in a matter of clicks. Make sure that your contact details are easy to find, too – there’s nothing more frustrating for a potential customer than being unable to find a phone number or email address. Be your brand Finally, remember that there are several ‘free advertising’ resources at your fingertips. Your vehicle, for example, is likely to be seen by hundreds of potential customers throughout a working day, so consider including your signage / contact details on the side. Similarly, when you or your employees are out and about, it’s a good idea to wear branded clothing – embroidered polo shirts, hoodies and fleeces not only look professional, they are inexpensive to acquire and are another way of making your brand visible. It might be a challenging marketplace right now, but there are plenty of opportunities for you to still win new customers. So, when considering your new business strategy, have a think about the smaller steps you can take to further boost your offering – sometimes keeping it simple really does pay off! Contact SIG Roofing 0845 612 4304 www.sigroofing.co.uk @SIGRoofing 38 TC SEPTEMBER <strong>2019</strong>
From vents and outlets to edge trims and cappings... Areco are the UK’s leading distributor of flat roofing accessories With over 50 years experience of manufacturing and distributing renowned brands such as Glasstrim, Nutrim, V-Trim and Rofycom, Areco has over 40,000 metres of roof edge trim in stock for next day delivery. A full range of Roof Drains, Termination Bars, Breather Vents and Paving Supports mean we have the right product for your project. Areco also offer a bespoke metal fabrication service for flashings and wall cappings. www.areco.co.uk • technical knowledge and advice • nationwide express delivery • competitive rates tel: 01922 743553 t: 01922 743553 e: sales@areco.co.uk ARECO, Unit 2A Coppice Park, Coppice Lane, Aldridge, Walsall, West Midlands WS9 9AA
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September 2019

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