A Tale of 3+1 Quotes

In one of our recent wild spring storms, I lost part of the roof on our home. I called three roofing companies for quotes. Three companies promised me a quote, after explaining how great their work is. Two showed up and did site walks with me. Though I’m still waiting a month later for the third site walk. I did not once suggest cost was the primary factor. I work in a service industry, and I know cost is the least important factor to me, well behind doing the job right the first time.

Ironically, the same week that I reached out to these companies… someone from a fourth roofing company knocked on my door. The gentleman politely introduced himself and said, “I noticed your roof is in rough shape and I’d like to help you fix it”. I was a little nervous about it… it was too easy. I thought, I did not call him, and he’s offering to fix my problem? Must be a scam.

After this gentleman left, I immediately started doing research and checking his references. I realized this company is one of the highest rated roofing contractors in my area, yet somehow, I hadn’t noticed them when I initially called contractors.

The following day “John” contacted me again. He walked me through the process of roof repair versus replacement. He gave me advice on how to work with my insurance company. He suggested that I still get three quotes to gain comfort with his quote. John arranged for his crew to come to my house and do a formal inspection of the damage. They walked the rest of the roofline to ensure the rest is intact and safe. He built trust with me, and John provided value.

This process has caused me to reflect on my career in sales and what I see everyday in the service industry. Often, I see representatives in our industry meet with customers and spend time “selling”. I relate many of these folks to the first three companies I contacted. All three spent their valuable time working hard to “sell”, without providing me value or follow through. Perhaps they made assumptions that I would decide on price alone, due to having called three contractors. (Remember, price is not my primary deciding factor, I know better). Not one of the first three companies asked me what was important to me. They assumed I called to replace a few roof tiles. Each time, I had to point out other flaws in my roof, and my concerns with the rest of the roof.

John however, knocked it out of the park. He asked questions, he listened, he offered suggestions and advice. He gave me his cell number and told me to text him or call any time with questions. He assured me that he’d be there every step of the way to ensure satisfaction.

John has become a trusted advisor.

Items of Note:

1.     John hustles. He didn’t wait for the work to find him, he went out and found work. He recognized that even with a full plate, prospecting new business is the key to success.

2.     John utilized effective communication and listening skills, coupled with his expertise, to provide value to someone he didn’t know. He did not resort to fancy words, tricks, or feature selling.

3.     The first three representatives probably spend A LOT of time being “busy”. They probably talk to a lot of clients. They spend a lot of time selling. They spend a lot of time quoting. Yet, their close rate is insignificant when compared to John’s. Why?

4.     Without being eager or pushy, John learned quickly what was important to me and my family. He knew that I was not the “low bid” customer. He qualified his prospect while simultaneously providing great value to me. He surmised what others may view as a small repair job, was really an opportunity for a full replacement. I was extremely unhappy with the previous company’s work (roof replaced before I bought the house in 2018). He was the only contractor to ask and learn that though.

5.     John has earned referrals – He will likely now do business with my friends, family, and contacts in the area. The 15-minute stop he made at my home will likely net his company tens of thousands of dollars in future work. Maybe more.

In the end, I have requested 3+1 quotes. But I can’t remember the names of the other three bidders. I’ll bet John closes a lot of business for his company, and it’s not based on being the low-price bidder. Are you busy being busy, or providing value and winning business?

Let's all be more like John.

Justin Sterrett

Day Wireless Systems