Evolution Framing Contractor Persona
Opportunity & Closing

In this sales playbook you'll find the basics for handling a contractor that is interested in our product. This stage focuses on moving them from opportunity to close. This playbook takes you through the basic process of what to know, do, say, ask and show in order to move the client through the sales process.

What to Know!

Once you have a contractor that is interested in the product they are going to be interested in:

How does it get installed, many want to see it in process before moving forward as new products feel like a risk to most contractors since there are unknowns for them.
Average cost/price per build.
Where they can buy it from that will meet their timelines.
How to sell it at the kitchen table.

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What to Do!

Stick to the story!

Keep repeating the benefits to the contractor.
Walk them through everything from purchase to install.
Set them up for success - Teach them to be your best independent sales rep!
Make sure they stay excited about the product.
Dispel any last minute objections, talk them through how estimations are generally handled.

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What to Say!

Focus on two major points. Get them to imagine themselves installing it. And get them to imagine themselves selling it. These are the two things you need to get a contractor to be successful with the product and close the deal.

Key points to talk about:

Use the main product benefits that they seemed most interested in. Or focus on the benefits that addressed pain points.
Walk them through the estimation process, whether they want to use an on-staff engineer, or have the dealer/distributor fill out a form on the website, or if they wish to do so.
Explain to them this is a perfect opportunity to be part of a new trend in the building industry.
Talk about the various types of clients that normally buy steel decks. Explain how the product can help them differentiate themselves.
Summary recap for product technical points:
Give them the basic points of how to sell the product to the homeowner.
The entire system has engineering and testing reports with accredited/certified third party agency
All parts and pieces can be sourced from the same lumber yard
All parts and pieces are warranted by the same company
Ledgers, Mid-span Blocking, Post Blocking and Rim Joist engineered at 12" & 16" o.c. speed up installation by eliminating constant measuring of every component, resulting in saving in the cost of labor. Set the first joist, then simply plug and play all the components after.
Uses one fastener, eliminating lost time looking for different fasteners and bits as well has having to stop jobs to run out and get the right fastener.
The system was engineered, designed and tested to work together with each part providing the homeowner peace of mind that they provided the customer a safe deck that will not rot or collapse for decades.
Reduces call-backs, days, weeks, and even years after installation.

What to Ask

Determining how they get their materials and what their current buying cycle is can help you get a sense of what their demands and expectations as a customer will look like.

Timing and Need? How fast and how often do they buy?
Are they partnered with someone?
How long have they been buying from them?

What to Show!

Show them contractor videos that have switched to building with steel framing. Additionally, provide all items that might be needed for successful installation of the product. This will include the various installation guides, CCRR Code Compliance Report, and videos such as the 3D videos available on YouTube.