How To Use A Sales Funnel For Your Roofing Business
A funnel is a set of steps that someone takes before making a purchase decision. Every customer goes on a journey before buying a product/service.
A sales or marketing funnel is a system that organizes that journey in a series of steps online.
Think about the journey someone takes before they decide to replace their roof.
Let’s say we have a prospect named Dave.
Dave lives in Greenville, and one day a hail storm passes through his neighborhood.
He knows that maybe a few roofs have been damaged but doesn’t think much else about it.
He sees an ad on his Facebook Newsfeed that makes him aware and reminds him of the recent hail storm that just passed his neighborhood.
Another storm comes in and this time there is a leak in his roof.
He needs to either repair or replace his roof.
He types roofing contractor near me on his phone and schedules an appointment with the company at the top of the search results.
He does further research and decides to contact the roofing company that had been promoting their services on Facebook. This company had been emailing him the last week since he had opted in their marketing funnel.
He gets quotes from both contractors and decides to go with the more expensive option because they had a lot more positive reviews on Facebook.
Dave then refers this roofing company to all his neighbors which have also been hit by a storm.
The roofing company gets a new customer which leads to more referrals in the neighborhood.
Visualize an actual funnel.
One of the biggest mistakes that roofing contractors make in marketing is just focusing on people at the bottom of the funnel.
If you only focus on people at the bottom of the funnel you will not maximize your results. Yes, you will get a lot of sales but you miss the giant opportunity to market to those people at the top of the funnel.
Those at the top of the funnel will eventually move further down the funnel when they have an issue.
And, who do you think they will reach out to when they have a problem?
They will reach out to the roofing company that took the time to educate them and makes them aware of who they were.
By investing in educating people at the top of the funnel you will build a bigger pipeline of potential opportunities.
You have to promote your services and let them know that you exist as a company. Unless you are a worldwide brand most people will not know that you exist
Once you’ve made them aware that you exist you have to pique their interest. This is harder to do today than ever before because of our short attention spans and the endless distractions in modern society.
Once you’ve captured interest the best way to build authority and credibility is by educating your prospects.
Content that can help you do that include articles, videos, seminars, and demonstrations.
Make them take the next step in your sales process by having them complete an action. This can be filling out a form, submitting their information, or having them call you.
This is usually when a prospect becomes a lead.
Once a prospect becomes a lead your company should qualify the lead and see if there is an opportunity for a sale.
You should remember that a person can skip all these steps if they have an emergency.
For example, if a hurricane blows out their roof they don’t need a lot of education. These people are actively looking for a roofer to fix their roof. Usually, in an emergency situation, the first roofing company that shows up gets the sale.
For roofers that are not in a storm environment the value first educational approach is superior to chasing people at the bottom of the funnel.
Here is an example that compares the real-life funnel vs. an online e-commerce funnel. You will notice that the steps are similar. One occurs in the real world vs. the other that occurs online.
There is often a lot of friction between sales and marketing teams. One of the biggest disagreements is the definition of a “lead.”
Some marketing people will define a lead as someone that submits a form while a salesperson will define a lead as someone that sets an appointment.
One thing that will help you make more sales is if you clearly define the steps that a prospect needs to take from prospect to customer.
For example, if you are running PPC campaigns, the main objective of your marketing campaign is to deliver inbound leads and to manage the conversion rates, the cost/lead, and the volume of leads.
When they get handed to the sales team you need to make sure that you are doing everything you can to make a sale.
What this includes is:
There are several tools you can use that can help you build a sales/marketing funnel. The best tool to use to build a marketing funnel is Clickfunnels.
With Clickfunnels, you don’t need a lot of technical knowledge. You can build a funnel in a few minutes
There are two main channels that your business should be using. Google and Facebook. With Google, you can focus on SEO and PPC to generate leads for your business, while on Facebook, you need to build a marketing funnel to see results.
People that find you through the search engines will be in the middle or at the bottom of the funnel.
While prospects on social media can be at the top or at the bottom of the funnel.
Most roofing customers do not buy more than once. However, if you are targeting commercial roofing clients than a lot of these clients will buy from you frequently.
This is why it’s important that you have a database of all your prospects and customers. One of the easiest ways to get more sales and target the low hanging fruit in your business is to do reactivation campaigns to your database.
These people already went through your funnel but are interested in more.
A marketing/sales funnel is a series of steps that take your prospects from the awareness stage to the customer stage and back again.
There is nothing revolutionary about sales/marketing funnels. They are just taking the offline marketing and selling systems and putting them online.
I made a video that goes over some examples on how to use a sales or marketing funnel for your roofing business.