To sell coatings, build a relationship first

CCS Influencer Will Lorenz says the central parts to being a trusted partner are discussing the customer's roof condition, budget and future property plan.

Editor's note: The following is the transcript of a live interview with Will Lorenz of General Coatings Manufacturing Corp. You can read the interview below, Listen to the podcast or Watch the recording.

Dani Sheehan: Hi, my name is Dani Sheehan with CoatingsCoffeeShop®. We are back here with Will Lorenz from General Coatings for our April Influencer response. How are you, Will?

Will Lorenz: I'm fabulous. Happy Easter to all.

Dani Sheehan: Yes, it has been a great start to the month. And so this month for coatings, we are discussing different strategies for how to sell fluid applied systems to people that may not be completely sold on that idea. So will what are your suggestions for how to turn non-believers into long-term clients?

Will Lorenz: Oh, well thank you for the question. I think the first thing is is always discussing with the client about their roof in particular and getting to know what their needs are because, certainly, fluid applied are great solutions for the right roofs, and if you see that the roof needs to have a tear-off, then that's the best way. I think it's always best to be professional and responsible. And so, telling them the truth about what's what their roof is and its condition is the first important thing.

Then, I think it's really getting to know the client and what their their financial requirements are, because many times a new roof system has code upgrades, additional insulation, lots of other things that. If they have the budget in it and they're prepared to go there and they want that warranty and performance, then that's a great way to go. But others go, well, you know, we want to get our roof back in condition. We want to get it watertight. We want to get it performing. Coating offers that economical advantage for that.

And so, finding out what their roof condition is, what their budget is and what they plan to do with the building are really the central things here.

But with regard to fluid applied performance, I just say that you put, you know, 35 to 50 ml of of a coating down, it's an elastic system that is rough, tough and durable and will last just like some other membranes that are 35, 40 ml, too. And you can customize it so that it goes over all the details, seals up all the penetrations and just give them a comfort zone that this roof system is going to be customized to perform for their their roof system.

Dani Sheehan: Yeah, absolutely. I love that you focus on building that relationship with customers and really meeting them where they're at and their goals in order to provide them the best solution possible.

Will Lorenz: Absolutely. Thank you. I always believe that people want to hear honesty about what they need, and they also want to have a trusted partner, and it's building that relationship first so that this roof and future roofs with them can be something that you can work with them.

Dani Sheehan: Yeah, absolutely. Well, thank you, Will, for your insights as always. Make sure to check out all of the influencer responses for this month at coatingscoffeeshop.com, and we will catch up with you next month.

Will Lorenz: Excellent. Thank you, Dani.