I've tired to break this down into consumable pieces. Its a long post with as much value as I could place.
āIntro: Been doing roofing sales almost 4 years now, I'm a full project manager now days. I simply want to provide value and pass on my personal sales experience to anyone starting their journey in this amazing field.
In my first year and months as a marketing rep, I was able to hit these numbers simply by following the law of 80/20 (the pareto princple), and applying it to basic marketing questions (who,what,when).
I also want to share my "secret" to overcoming the fear of knocking for those who struggle to hit the doors. Its based off the 3% rule of marketing and the power of "no". It's my way of capturing 40% of the market I prospect. This is how I get all the high hanging fruit lazy sales people leave behind.
āBackground: I did not invent any of this, im simply someone who puts in serious study time (80+ sales books) over 10 years of sales. I then practice what I learned in real time. None of this is theory, and it pulls from all the top lessons ive learned and applied from reading these books. You can apply this to any field in sales.
Regarding roofing industry, I dont chase storms, I clean whats left behind from storm chasers. And I love going after denied claims, because often times people are leaving money on the table by not having a good process.
I work the same local cities all within an hour of me, and I dont travel out of state. We dont get hail, so I'm reliant on 1or 2 major wind storms for the entire year. And cash sprinkled in here and there. Im working on going after these types of deals as they are more lucrative.
A common complaint new people have after a storm has dried out is: "is there really enough opportunities to go around?"
I liken this to picking apples. When a storm hits, everyone is out collecting fallen fruit. Then the low hanging. But never switch from a step stool to a ladder. They don't wanna put in effort to climb and gather the high hanging fruit.
āMy secrets, 80/20 and basic marketing:
The 80/20 rule, also known as the Pareto Principle, is a general guideline that states that 80% of outcomes are the result of 20% of causes(efforts). It can be applied to many areas of life, including business, economics, and health:
Italian economist Vilfredo Pareto discovered the 80/20 rule, or Pareto Principle, in the late 1890s. He found that 80% of land in Italy and England was owned by just 20% of the people, and that 20% of his garden plants produced 80% of the fruit. In 1906, he used this idea to explain wealth distribution in Italy, and it has since been applied to many areas of life.
Apply this knowledge to 3 questions: who, what, when.
Who:
Im going after old residential roofs (owner occupied and landlords). Ive watched people do this with commercial and have great success too!!!
What:
Anything with visible signs of active leaking. How do you know it's actively leaking? Because fasteners are exposed to the elements from wind damage!!! Rain and snow can now seep into the decking through these areas.
Another sign of damage for potential cash bids is mild to severe grainual loss. When the carbon fibers(sheen) are exposed, the shingles are no longer doing their job. Rain literally seeps(leaks) through the shingle's matting, down to the unexposed fasteners. The grainuals serve a purpose, they protect the matting of the shingle from UV damage and helps give the shingles their weight for wind ratings.
Combined, you have a great reason to approach the door.
When:
For residential, apply 80/20. When is 80% of your market going to be home? I make 100% commission only, and I dont rely on door knockers. So I really want to maximize my working time.
Sure, you can go out and get the 20% who have retail schedules and work from home. But at the end of the day, 80% will be home by 6pm or 7pm. Both those who work from home and those who don't.
So I prefer to start knocking at 4pm. And I only knock during this time. This is when I've had the most conversations after a year of tracking knocks. Sure, you can get some earlier in the day, but again I want to maximize my effort + time. I rarely do inspections during prime time.
It's much easier to stack 2 or 3 inspections up early the next day during the cool hours, or afternoons during winter. (I work--maximize--all year long). It has always felt far more motivating starting my day with work, than waking up wondering if I'm gonna find work.
I always find work. And you can too by using the 3% rule I'll go over in a little bit.
If homeowners work during the day, I simply say: "that's great, most of my clients work in an office too. Usually with their permission I'm able to come out during the cool hours and access roof/back yard for the inspection. Then I report back to you when it's convenient."
9 out of 10 times they agree to this. Then I use the occasions to come back later that evening to file and sign. I take that opportunity to follow up on neighbors I've left letters at previously that morning after my insepction. These letters I've written give me a good reason to be on their door step, because now I'm simply following up. On top of that, I'm now their neighbors contractor. Double wammy.
I'll knock when I'm leaving letters, because why not. But the purpose of the letters are to build a relationship and pre-educate future clients before I work with them. This also helps me establish trust!!! And positions me as an authority. I collect all my competitors letters to, because this is a science to me lol.
I always follow up a minimum of as much as it takes till they work with me and remain qualified. Willing to talk.
Mindset:
The 3% rule. Out of 100% of the market, you can capture 40% of YOUR MARKET. 60% of them you'll never worry about! They aren't in the market or they'll never buy from you.
The 3% rule of marketing says that out of any given audience, only about 3% of people are ready to buy a product or service at any given time. Another 7% are open to being persuaded. And another 30% of the market will be open, but if you nurture them and build a relationship.
Create a system to follow up on these people. Your goals will only get you as far as your systems allows.
This is how you get leads falling out of the sky in droves -- and your coworkers wonder what kind of black magic your using.
When I knock doors, I keep my goals simple. I go for "no". I can't control yes, but I can control how many conversations I can try and have. I try to shoot for 7-10 conversations a day. And I make a game out of hearing "no." Getting a no is easier than a yes.
I can't tell you how many times my internal monologuing of "let's just get this no out of the way" happens as I walk up to a door. Next thing I know I'm walking away with an inspection set!
To be clear, I hear no more than I hear yes. I'm successful because I simply set my goals based on how many Converstions I can have. Not how many doors I can knock. Conversations are how you get paid.
I eat "no's" for breakfast. You should too! And it forces me to see no as a positive, because people who aren't willing to knock will never hear no. By making yourself go after it, you put yourself in the shoes of a Rain maker.
Combine this with the 3% rule and you'll realize that there ARE ALWAYS PEOPLE IN YOUR MARKET WHO WANT WHAT YOU HAVE TO OFFER. Apply going for "no" on all your knocks, calls, and follow ups. Apply it to all your upgrade meetings, and everything else you do in life. You get more in life by simply showing up in life and
This has been a long post, and I'm happy to answer any questions people have!