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How Ingage Helped C&L Ward Gain a 7.5% Closing Rate Increase

Ingage Closing Rate Increase
January 6, 2022 at 3:00 p.m.

By Owens Corning. 

This home improvement business was driven forward by adopting new technology that helps homeowners visually understand their options. 

A leader in home improvement in the Midwest, C&L Ward attributes its success to being committed to their team and open to new technologies. C&L understands that homeowners are visual, and a beautiful presentation that shows them the potential of their project will drive growth more than anything. Sales Manager of C&L Ward Adam Pierson says that in the home improvement business, visually being able to show homeowners a timeline can revolutionize your business. 

‍Challenge: Create a consistent, coachable sales process 

Prior to 2020, the sales team at C&L Ward was using a combination of standard sales materials - like flipbooks - and an in-house designed app that featured brochure-style visuals but no analytics data. With an uncontrollable range of sales materials, Adam found that consultants were saying different things to clients, making it impossible to streamline his sales process and coaching. After being introduced to Ingage at the ProRemodeler Extreme Sales Summit in 2019, Adam immediately saw the value it could offer the C&L Ward team. He knew right from the start that Ingage would provide him the tools he needed to get every consultant on the same page, which would then increase sales and retention. 

Solution: Ingage, in-home on the iPad 

Adam is the first to admit that getting everyone on board was not easy. Sales consultants often have their own individual processes, even if they’ve only been in the business for a short time. At first, the handful of consultants who adopted Ingage on iPad saw immediate improvement, while those opposed to iPad selling were struggling to adopt the changes. Adam was eager to get everyone on Ingage, especially because he could use the analytics to help build integrity among his sales team. He began training new employees using Ingage and started leveraging the success stories of consultants who used Ingage presentations to convince non-users to adopt the platform. With some time, he was able to get his entire team onto Ingage, which allows him to isolate the different coaching needs for each rep while also ensuring that every presentation fits the needs of each customer. 

As a company with multiple product lines and a distributor of Owens Corning roofing products, having multiple presentations is essential when working with a new client. Sharing every option with a customer is not only time-consuming, but it also causes the customer to tune out the entirety of the presentation and feel forced to find another company that fits their needs. That’s why C&L Ward has created different presentations for each product line, including roofing, siding, windows and outdoor living. Adam and his team rely on these different presentations during sales consultations. When a customer comes in for a new deck but mentions their roof might need replacing in the next few years. Adam can use the Open Presentation button to move to the roofing product presentation after presenting deck options, making the customer more interested in working with C&L Ward for all of their home improvement projects. He’s found that this method can increase sales and also create long-term relationships with customers which increases their brand loyalty. 

‍Results: A superior sales presentation process leads to higher close rates

When it comes to sharing best practices for other home improvement companies, Adam always recommends embracing technology and using it to its full potential. Whether that’s adding time lapse videos, before and after photos or diving into analytics to understand which consultants are performing best, it’s essential to use technology to grow your business. For C&L Ward, that also means working with manufacturers who embrace technology as well. That includes companies like Owens Corning, who built an Ingage presentation designed for dealers to utilize the Open Presentation button. Now, consultants can easily show all Owens Corning options to clients with just the click of a button, and C&L Ward didn’t have to create another custom presentation. 

Aside from saving time, C&L Ward has also seen incredible results from using Ingage. They had one consultant in particular who was struggling with selling decks because they’re often a want, not a need. But as this consultant developed and grew into the Ingage platform, he saw a 7.5% increase in his closing rate. Plus, their overall sales have increased since implementing Ingage along with other technology solutions that help make in-home sales a breeze. 

To learn more about how Ingage can give your team the tools it needs to close more sales, schedule a demo! Learn more about Ingage         

Learn more about Owens Corning in their RoofersCoffeeShop® Directory or visit www.owenscorning.com/roofing

‍Original article: Ingage



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