Explaining coatings rather than just selling them

CCS Influencer Shawn Morgan shares insight into helping skeptical business owners understand what coatings can do for their projects.

Selling roof coating systems to skeptics isn’t about pushing product…It’s about lowering their risk and helping them rethink how they view their roof. Most skepticism comes from a past failure, a bad install they’ve seen or the assumption that coatings are a shortcut, we’ve all heard someone say: “You’re just painting the roof.” The best way to start is by acknowledging that up front. You could say, “You’re right to question coatings, they’re not the right solution for every roof,” it immediately changes the tone of the conversation. Now you’re not a salesperson, you’re consulting them to make the right decision for their roof. 

From there, the conversation should feel more like a diagnosis than a sales pitch. Walk the roof, ask questions and evaluate whether the system is even a good candidate for coating. When customers feel like you’re willing to say, “This isn’t a good fit for coating”, it builds trust. That opens them up to hear you out when it is a fit. It also helps to change their perception of coatings entirely. A lot of people think of coatings as temporary, but the more effective way to position them is as a strategy…Something that extends the life of their roof and gives them more control over when they eventually replace it. You’re not avoiding the replacement; you’re helping them time it more intelligently. 

Skeptics also tend to tune out any marketing language, so proof matters more than anything. Instead of brochures and swag, bring real examples of your work. Photos, test results, stories of similar buildings that have performed over time. This gives them the chance to see the results without feeling like they’re taking a huge risk with their building. If you can connect them with another owner that has already done it, even better!  

At some point, you must address the biggest concern…What happens if it fails? This is where you separate yourself by explaining why sometimes coatings don’t work…Usually because of poor prep or using the wrong system and then walk them through why your process avoids these issues. When they understand that success depends on the process, not just the product, it changes the conversation. 

It can also help to lower the stakes in their mind. Rather than asking for a full commitment, suggest starting with a smaller section or “test area.” This gives them a chance to see the results without feeling like they’re taking a huge gamble. Along with that, keep the conversation about their priorities. Cost, disruption and long-term planning. When you can clearly show how a coating extends roof life at a lower cost than replacement and avoids operational headaches, it makes the conversation much easier. 

At the end of the day, the goal isn’t to “sell” coatings. It is to position the owner as part of a long-term roof management plan. When customers see it that way, it seems less risky and more of a smart business decision. And, when necessary, it’s a strong move to walk away. If you tell someone that coating isn’t right for their roof, it builds credibility and often brings them back when they have other opportunities.