Metal Roofing Alliance Launches New In-Home Selling System

by Jonathan McGaha | 5 March 2014 12:00 am

The Metal Roofing Alliance (MRA) is working with our members to reach the goal of 20 percent market share in the residential roofing market by 2020. While we’ll of course continue to work with existing metal roofing contractors, another element of our growth plan is to introduce metal roofing to the larger home improvement companies who are not currently selling metal roofing, but have experienced sales teams. To break into this second group, the MRA partnered with Dave Yoho Associates, Fairfax, Va., a leading home improvement training firm, to develop a new In-Home Selling System exclusively for association members.

Based on the proven selling systems taught by Dave Yoho Associates’ trainers, the new MRA sales system leads homeowners through a discovery process, and asks them to make a series of small decisions throughout the sales call that guide them to choosing a metal roof for their home. Although designed with the home improvement contractor in mind, the new selling system is universal to all markets and metal roofing products, and can also be used by metal roofing contractors.

Here’s an overview of the In-Home Selling System’s components:

 

The in-home presentation

The core of the system is a compelling new sales presentation that the contractor’s sales personnel can use with homeowners. The presentation will be provided under license from MRA for use with MRA member manufacturers’ products. The presentation is customizable to an extent with the addition of product photos and the contractor’s contact information.

Salesperson training video

An hour-long training video is also available to show salespeople how to use the in-home presentation materials when meeting with homeowners at the kitchen table. The video features Joe Talmon, a senior account executive with Dave Yoho Associates, presenting metal roofing and answering routine homeowner questions and concerns.

 

Roof measuring and estimating system for non-roofers

An essential tool for in-home selling is a roofing estimating system for sales personnel to use at the home during the visit with homeowners. This proven component of the new program is designed to be ground-based, meaning the salespeople do not need to go up on the roof to create the estimate. Once trained, anyone can provide an accurate metal roofing estimate.

Using the tools in the system, the sales team member will be able to correctly estimate the roofing requirements, including providing diagrams using standard roofing terminology and slope, to enable an accurate estimate. The installer’s trained estimator will then confirm the measurement.

In addition to ensuring the safety of the salesperson, the system offers many benefits, such as developing a more accurate initial estimate to homeowners and providing a more accurate product order estimate.

 

H.E.L.P. inspection process with form

The Home Energy Loss Prevention (H.E.L.P.) brochure is a copyrighted home inspection and recording system that is licensed for use by MRA and its members to use with homeowners. It includes basic home energy loss prevention tips, as well as the basis for preparing estimates and future followup information for the marketing contractor.

 

Attic inspection tool kit

A vital part of MRA’s new in-home selling system is establishing the performance characteristics of the homeowner’s current roof. This starts with an attic inspection along with visual inspection of the roof from the exterior of the home. For example, water damage, moisture, mold, leaks and, especially, ventilation are critical areas to identify in the inspection.

MRA has worked with our members and Dave Yoho Associates to identify the components of an attic inspection tool kit that a contractor can easily assemble. While MRA is not offering a kit for sale, the tools can be purchased either locally at a home improvement store (The Home Depot/Lowes) or from online retailers such as Amazon.com.

 

How to access the in-home selling system

The MRA In-Home Selling System is free to MRA member manufacturers and silver and gold level contractors through a licensing agreement. Once approved, contractor members can access the system materials through their MRA dashboard. As the program is an added value to existing and new MRA contractor members at the silver and gold levels, the only additional cost for contractors to access and use these materials are nominal materials costs for the DVDs, brochure and tool kit components.

For more information on the In-Home Selling System, as well as the MRA’s comprehensive contractor membership program and benefits, please visit www.metalroofing.com[1], or call our contractor liaison at (410) 534-6900.

# # #

Bill Hippard is president of the Metal Roofing Alliance and vice president of PreCoat Metals, St. Louis.

Source URL: https://www.metalconstructionnews.com/articles/metal-roofing-alliance-launches-new-in-home-selling-system/

---