How a CRM for Contractors Can Transform Your Roofing Business

Author: Ryan Groth
November 4, 2019

As you look across the roofing industry and take note of which companies are really nailing it in their markets, you'll see the most successful contractors have a few elements in common. One of those elements is the use of a customer relationship management (CRM) solution. But what does this technology do for leaders in the roofing business, and why should you consider adopting it?

Contractor on jobsite working on a tablet
Does your roofing business need a CRM?

The Advantages of a CRM for Contractors

A CRM solution is a piece of software that stores business information such as contacts, to-do lists and invoices and easily synthesizes reports on your company's progress. A CRM solves a variety of problems, but its main goal is simple: A CRM solution automates what you're already doing manually.

If you're using a combination of paper files and online apps to keep track of leads, ask for pipeline reports, make a list of action items for the day or ask if a crew completed yesterday's task list, then a CRM solution could be a valuable tool. Read on to learn about four ways a CRM can help you overcome common challenges and grow your business.

Sales Funnel and Reports

One of the most important skills to have in the roofing business is the ability to line up future jobs while working on a current project. Once you start a job, you're working hard to finish it effectively and efficiently. If you don't have a steady flow of leads and new clients under contract, then you might struggle to keep business consistent.

However, if you're tracking your ongoing and future jobs on a regular basis, a predictable sales pipeline can help you make more informed financial decisions. A CRM offers regular sales reports that help you visualize the areas where you to need to improve or expand.

Goal Visibility

If you don't have business goals for net profit, sales and gross profit, then you should set these goals now. Once these goals are agreed upon, it's time to plan what you'll need to do to meet them. CRM solutions provide visibility into what each person on your team should be doing every week, or even every day, to accomplish these goals. Over time, those daily assignments become habits that help your business produce consistent results.

Tailored Workflows

While everyone on your team should be working toward the goals you've laid out for your business, their daily, weekly, monthly, quarterly and annual goals will depend on their role. Most CRM solution providers allow users to tailor workflows by role or project. This enables you to establish standardized milestones and clear expectations for each team member, whether they're in sales or project management or a member of your crew.

If you've ever watched five people do the same job, then tried to bring a novice up to speed, you know that inconsistent workflows can result in inefficiencies and confusion. Standardizing procedures and milestones is a powerful way to help your team operate effectively with less oversight, while allowing you to track progress toward the goals that will drive the growth of your business.

Measuring Accountability

You may have heard the saying "what gets measured gets done." If you managed a professional baseball team and didn't measure each player's batting average, you'd have a difficult time judging their performance and deciding how to coach them. One of the benefits of a CRM for contractors is that it helps you measure job performance so that you can provide your team members with the support they need.

Still not sure if a CRM is right for your business? Talk to other roofing contractors who use a CRM solution and ask them what tasks it has helped them accomplish. You may just find it's the tool you need to hit your next job out of the park.

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