Did you know that your impulse factors were triggered when you bought those new shoes on sale? Or when you copped that fancy gadget you didn’t previously budget for.
Anyway, don’t feel bad because you can also employ these factors to drive sales in your roofing business, and we are here to show you how. But firstly, let’s go over what impulse factors in selling are, exactly.
What are Impulse Factors?
Merriam-Webster’s dictionary defines “impulse” as “a sudden spontaneous inclination or incitement to some usually unpremeditated action.” So we can refer to impulse factors as those “íngredients” that give your clients a good reason to make an immediate, emotionally-driven decision.
Such decisions are most important because, as humans, we make decisions primarily based on our emotions, not logic. The four main impulse factors in selling are:
- Sense of Urgency
- Fear of Loss
- The Jones Effect
We went over these factors with Deshaun Bryant of Roof Hustlers and discussed how door knockers can use them to their advantage. Let’s go over these in more detail now!
How to Use Impulse Factors for Selling in Your Roofing Business
Are you wondering how you can make prospective clients decide to work with you on the spot? You’re not alone! And there’s a way that you can get almost immediate action from prospective customers.
Every client wants a good deal when hiring a roofing service. But sometimes, you need more than a reasonable offer to close a sale. You need impulse factors!! Here are four impulse factors in selling that have proven effective in making people buy things immediately.
1. A Sense of Urgency
Aside from roofing emergencies like storm damage, most homeowners need more time to make immediate decisions about their roofing needs. They’re also more likely to procrastinate because of the high costs or ignorance of maximizing their insurance coverage.
So, to fast-track their decision process, you must answer their unasked questions. Questions like “Why now and not later?” And some practical ways you can include this impulse factor in your selling is to:
- Create a form of scarcity
- Run flash sales, or
- Highlight a subsequent unfavorable change, like an increase in your prices or a time-bound policy.
Remind them of the 30-day time frame to report damages to their insurance company to get it covered or pay for it themselves. That way, you push them further to see the urgency if they don’t already.
2. The Fear of Missing Out
The second way to speed up your customer’s decision-making process is to instill the fear of losing out on a good deal.
Rolling out a terrific offer is excellent. However, it wouldn’t be complete without instilling the fear of missing out if they don’t take immediate action. For instance, if there’s a time-bound discount on one of your services, emphasize that the offer will be unavailable once the sale is over.
And, when door knocking, if they randomly dismiss your offer with a ‘maybe next week’ response, you can state that you’d be off to another neighborhood the following week and won’t be back. Adding this impulse factor to your selling is an excellent way to get your prospective clients to decide immediately.
3. The “Jones Effect”
The Jones Effect leverages on the tendency of people to follow perceived trends. Essentially, it makes people feel, “if it’s good enough for them, it’s good enough for me too.” So, it’s a subtle way of inducing pressure that would make the client more attuned to buying.
You do it by showing the client that the opportunity before them is one that others have started enjoying. Or show them the credibility of the option you are presenting them, especially if it’s a new offer.
For instance, while trying to close a deal, you can point out that a neighbor five houses down the street has installed the same roof that you’re offering, (even if it wasn’t your company’s job). The key is to show that you provide the same service, not to take credit for the work.
Better still, it’s an added advantage if you’ve solved a similar problem for another neighborhood resident.
Lastly, here’s a tricky one that works like magic. Indifference is when you don’t care whether this prospective client does business with you or not. (Or at least pretend not to care 😅) It means displaying level-headedness — even when you should be excited that you might make the sale.
Indifference is one of the most compelling impulse factor in selling. When you are indifferent, you are diverting attention from yourself. So your prospects don’t see you as a business owner desperate for their money. Instead, you are portraying yourself as:
- As a person offering value,
- the one who is in a position to help,
- the person with more to offer in the deal and less to gain.
The fact is that clients and potential clients can tell when you are desperate to make a sale off of them. They might also easily take advantage of you. On the other hand, if you can show them that you don’t need their patronage to succeed, they’ll have a different level of respect for you.
Getting into this character can be uncomfortable for some people. So how can you maintain indifference even when you need the sale? And what can you do to avoid becoming a needy business owner?
How to Not Appear as Desperate when Dealing with Clients
1. Be More Consistent
The first guaranteed way is to show up on your job consistently. When you are consistent and raking in more deals, you automatically get less needy because your profit margin comes from more than just one patronage.
And when that happens, you will no longer be tripping yourself up to make an extra dollar. It would be evident to these clients how confident and comfortable you are with or without them.
2. Be Selective With Customers
Not all customers bring the value you need to the table. Agree? What’s important to you isn’t just the money they would pay for your services. It could be the referral you would get from them after or the ease of working with them.
Selectivity would make you uncomfortable with a customer who wants to pay you less than your worth. You only do business with those who would be worth your services and vice versa. 🤝
3. Always be Levelheaded
Avoid displaying over-excitement, especially when dealing with high-profile customers. This could diminish your value before them and paint you as needy and desperate. Summarily, treat each deal as rationally as possible, big or small contracts alike.
4. Ensure You’re in the Right Neighborhood
Fishing for work in the wrong neighborhood can make a business owner unconsciously desperate. A wrong area is one in which your services are mostly not needed. For instance, if you sign on for roofing repair services, a newly built town would be an unsuitable location for your business.
Before you take a marketing drive through any area, conduct proper research to ensure a reasonable percentage of residents need your services. Once you find the right neighborhood, your business will most likely explode. Otherwise, you might be frustrated and come off as trying to force sales.
5. Use the Correct Follow-up Language.
If you’ve tried everything to get them to decide immediately, yet their response is still negative, then regular follow-up is the next step. But what you say from here on can make or break your strategy. So how do you follow up with a customer without sounding needy?
Follow up without actually saying “follow-up.”
- Roofer A: Hey, Mr. T. I’m just checking in to follow up. What’s your final decision about the roof? 🙂
- Roofer B: Hey, Mr. T., I’ll be brief. I would like to know if you have decided on the roof. Feel free to send a message when you’ve made a decision.
How does the first one sound? Generic and cliche, right? The second sounds more professional.
Ask interrogative questions if they say no on the spot.
- Client: I’m sorry, I don’t think I’m Interested.
- Roofer A: Remember there’s a 20% discount on this sale, so why not rethink?
- Roofer B: Ok, I understand. But what’s your biggest concern about this project? Why don’t you want to take advantage of such a great opportunity?
There’s a vast difference between both responses. The first comes off as pushy; the second focuses more on the customer’s needs. While a client would more often than not close the door after Roofer A’s response, Roofer B stands a better chance of getting a better response.
Once the client opens up about their concerns, there’s also a huge chance for you to reopen the sales process. Why? Because now you can provide a reasonable offer centered around that problem. If you use the opportunity well, you have a better chance of sealing the deal! 👏
The hack to closing more deals is an irresistible offer and a compelling impulse factor. While your offer shows the client how valuable your product is, your approach to selling gives them a reason to buy immediately.
By using emotional hooks like a sense of urgency, fear of loss, and the magical touch of indifference, you’ve given your prospective client no reason to turn away from your deal!