Recalibrating Roofing Sales Strategies Amid COVID-19

Kathleen Maxwell

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As we started off the new year, no one could’ve imagined the course 2020 has taken—personally and professionally. Yet, due to COVID-19, we find ourselves fast approaching the end of the year with a completely different outlook and set of business goals and objectives. For the commercial roofing industry, our normal business and sales strategies have been a bit disrupted, as we’ve had to make both reactive and proactive shifts to better serve our customers.

So, how have roofing sales strategies been recalibrated amid COVID-19? Here’s a breakdown of what we’re seeing industry-wide and some adjustments we’ve made at Maxwell Roofing & Sheet Metal, Inc.

A Shift in Messaging

As communities everywhere began lockdowns and stay-at-home orders back in the early spring of 2020, COVID-19 changed the way we communicate to those around us. For the roofing industry, much of our work involves face-to-face and in-person interaction. Thus, there became an immediate need to tweak our messaging to foster empathy, sensitivity, and trust with our customers. This shift has impacted our multiple communication channels, including social media, blogs, and emails. All in all, the goal of the messaging shift is to help customers feel taken care of in light of the uncertain season.

A Reset in Services

COVID-19’s impact on businesses is still rippling various changes to the ways in which services are offered. As businesses are reallocating budgets and—in some cases—staff members, it has been essential to push pause and reset services. For commercial roofing, the impact of COVID-19 has affected every aspect of on-site services from construction to maintenance, as some buildings are not being used, and social distancing measures are in place for the ones that are open. Thus, at Maxwell Roofing, we created our Maxwell Monitors program to support our customers through these changes. Whether a customer’s building is currently unoccupied or it’s business as usual, Maxwell Monitors offers a service plan to ensure that facilities are maintained, and proper health and safety measures are followed.

A New Emphasis on Safety

Speaking of health and safety, COVID-19 has required businesses to implement additional safety measures to ensure that staff and customers are protected from any potential exposure to the virus. In addition to ongoing roof safety measures, commercial roofing companies like ours have prioritized employees’ and customers’ health and safety, following CDC guidelines and safety measures while on job sites.

A Commitment to Customer Care

Above all, caring for customers in sensitive and uncertain situations is something that every company should keep atop of mind. If that involves shaking up normal business routines, it is worth it in the end, as customers are the lifeblood of why we do what we do. As a family-run business that trades on our reputation, we take our responsibility seriously. We hope our customers have truly felt that during this time, and we’ll continue to evolve our business and sales strategies as needed to take care of our valued customers.

If you have needs we can adjust to or help with amid the COVID-19 pandemic, don’t hesitate to contact us at Maxwell Roofing & Sheet Metal, Inc. today! We’re all in this together, and we’ll get it through it together!


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