This episode covers a wide gamut of topics from roof repair to narcissism (yep, you read that right), but the main conversation focuses on forecasting the future and having predictability in your business. Ryan Grath has attended many roofing conferences over the years. It was at one of these where he first met our host, Andy Near.
Having played professional baseball, Ryan decided to take the data and platform of predictable outcomes and give it a business model.
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His key takeaways for roofers:
- Focus on the “client profile” and what is most predictable, the go-to roof repair. You will always be called for repairing leaks. A full replacement is unpredictable, but the most predictable thing is a call to “please fix the leak in our roof”. Have a service model of repairs, but always be ready to discuss replacements and restorations during any visit.
- Compensate your salespeople to accommodate selling repairs and maintenance, not just full replacements, and restorations. Even build your business around it as it is so predictable. In a bid environment you have no predictability. Don’t have a mindset of “bid it and forget it”. Repairs are a horse that’s always in the race.
- Keep good data. Data over time will help you forecast the future of your business.
- Create this predictable revenue machine and when a storm or natural disaster happens, it is an extra boost in the arm and not your business model.
- Narcissism is a bit of a problem in the roofing industry. Narcissists can be very charming, charismatic, and driven. Often in response to not feeling valued or worthy sometime in their life. It affects business when they become “hellbent on doing abc, to make xyz happen” causing relationships to struggle if not fail. If there is a lot of turnover in the company, you might be dealing with a narcissist. Ryan saw these tendencies in himself and chose to change.
- Good leaders and salespeople often have some of the same attributes but channel them into a healthy confidence for success, and usually have a genuine heart concern for others. They can also handle rejection well and still persevere.
- When you have a good salesperson, give them enough incentive to stay sales focused and not be in a position to get caught up in non-sales related activities. This can be difficult for small businesses as everyone wears many hats.
- For smaller businesses who want more sales, be sure to ask enough (and better) questions to a customer/prospect. Learn the prior roofing history, spend extra time on the front end and build a rapport. Relationships grow business.
With Maui being his home, Ryan loves to get outside with his family and calls himself the goofiest at-home dad. Great at conversation and getting people to talk and think more deeply, Ryan’s goal in 2022 is to achieve a different level of leadership. Learning to raise capital and find investors is a new animal for him. He wants to lead as a true executive and not just an encouraging coach. His business supports a couple dozen employees, all working remotely. This leaves a wide-open field for finding talent, and forces everyone to be creative.
Ryan says, “The commercial roofing ways of old isn’t going to last. Level up your game now before everyone has figured it out, because the younger guys coming in know how to brand themselves.” Step up your professionalism, even dress code and speak well to get to the decision makers. “You will never have a bad return on investment by investing in your knowledge, your systems, and your people. The only bad investment is if you invest outside of your people and don’t see a return.” If your people are happy and stay with you, the impact will be felt.
Ryan will speak at CRU Summit, the upcoming conference at Myrtle Beach. He will build your confidence to know you can achieve. He offers a great spirit of encouragement to overcome challenges and grow your business.