Want to make more money with your roofing business?  Then move your roofing prices up, instead of down. Seems simple enough, right? Yet so many roofers are hesitant to quote a higher price for a roofing job out of fear they won’t get the sale. 

It’s true that a lower price will help you win some roofing sales, but you won’t end up making much money that way.

Downside to quoting cheap roofing prices

You’re forced to take shortcuts

If you sell the job at the lowest possible cost, you’re going to have to take shortcuts along the way – definitely not good for long-term customer satisfaction and referrals.  Plus, you’ll have less of a buffer if something goes wrong on the job. 

Your crew gets burnt out

If you’re trying to pump out one roof after another at the lowest price something’s gotta give.  And it’s either going to be your profits, or your workers – or yourself.

You can’t win a price war

Selling on price is not a long-term strategy for success. There will always be someone out there who’ll do it cheaper. 

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3 steps to start selling on quality instead of price

1. Think outside the mailbox

Don’t just leave your quote in their mailbox or email inbox. Make the effort to meet the customer in person and explain what you’re going to do for them. If you hand over a quote with no explanation, don’t be surprised if they choose the roofer with the lowest price.

2. Educate the customer

You’re not just selling shingles, you’re selling integrated roof systems. But many customers don’t realize that. When you meet with them, this is your chance to educate them about what’s involved in the roofing process and the quality of materials and workmanship you provide. This helps them understand the difference between you and your competition, and you’ll have a better chance of making the sale. 

3. Offer three pricing options

We recommend offering your customer an itemized quote with three pricing options: Basic, Better, Best. Outline what they get with each option and how much more they get by paying a bit more. People tend to select the mid-range price when there’s a choice. 

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Use this Roofing Comparison Chart as a customer sales tool

You can use this chart with your customers to show them what they get with three typical roofing options. It also helps them do an apples-to-apples comparison with quotes from other roofers.

When they see the added value, it’s easier to justify the cost … and you’ll close the sale at a better price. There’s space at the bottom of the chart for you to attach your business card or include your contact information.

Click here to download this powerful sales tool

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Pump up your sales

At Gibson Building Supplies, we’re here to help you get more roofing sales and grow your business. Please reach out to your Gibson sales rep for help estimating any of your roofing or building projects at competitive prices. 

Be sure to ask us about how to get certified by a manufacturer so that you can offer extended warranties on your projects and take advantage of special incentives.

For more sales tips, check out this article: 5 Ways to Close End-Of-Season Sales.