Dynamic Process Analysis

Sales at Midpoint Roofing

Midpoint Roofing, a well-established roofing company, employs a structured and client-focused approach to its sales process. Leveraging JobNimbus, a roofing-specific customer relationship management (CRM) system, the company ensures seamless coordination across various stages of the sales cycle. This dynamic process analysis evaluates Midpoint Roofing’s current sales strategy, highlighting its strengths and areas for improvement while proposing actionable recommendations. By analyzing the sales protocol, objectives, and related data, this report illustrates how the company achieves its goals of maintaining professionalism and fostering enduring customer relationships. A flowchart of the sales process (Appendix A), outlining the stages from pre-call preparation to contract finalization, is included for further clarity.

Sales at Midpoint Roofing
            Midpoint Roofing’s sales strategy reflects its dedication to professionalism, customer engagement, and market excellence. Key objectives include building lasting customer relationships, elevating the local perception of contractors through integrity and exceptional service, and enhancing team collaboration with detailed inspection reports. These priorities not only strengthen the company’s reputation but also ensure consistent delivery of reliable roofing solutions.

Kevin Estrada, the company’s owner, emphasizes the importance of these objectives in aligning team efforts with customer expectations. Estrada notes that thorough documentation and transparent communication are central to the company’s sales ethos, fostering trust and clarity throughout the client journey (Estrada).

Sales Protocol and Process Analysis
The sales process at Midpoint Roofing follows a structured protocol designed to engage customers, understand their needs, and deliver high-quality outcomes. The process includes six key stages:

1. Pre-Call Preparation
   Sales representatives notify clients 15 minutes before arriving and confirm logistical details, such as the property address. They review notes and qualification questions to tailor the appointment, ensuring preparedness and rapport-building from the start.
2. Interview and Initial Engagement
   Representatives conduct the interview with open-ended questions to assess the client’s concerns, property plans, and expectations. This stage sets the foundation for trust and understanding by addressing client pain points and desired outcomes.
3. Thorough Inspection
   A comprehensive inspection is conducted to evaluate property conditions, documenting all findings with photos and detailed notes. This stage incorporates tools like flashlights and measuring tape, focusing on key areas such as ventilation, shingle alignment, and water infiltration risks.
4. Presentation of Findings
   The inspection results are shared with clients, supported by visuals and documentation to underscore the urgency of repairs. Representatives connect the findings to the company’s core values, fostering trust and establishing credibility.
5. Options and Recommendations
   Clients are presented with three clear options:

○      Take no action.

○      Work with another company.

○      Select Midpoint Roofing for a comprehensive solution.

6. Contract Finalization
   The scope of work is outlined in a transparent agreement, ensuring mutual understanding before moving forward.

Each stage is designed to enhance customer engagement, align client needs with company offerings, and ensure high standards of service delivery.

Visual Representation of the Sales Protocol
The following graph illustrates the flow and objectives of each stage in Midpoint Roofing’s sales process. It provides a clear, professional representation of how the company progresses from initial contact to contract finalization.

This visual highlights the sequential nature of the sales process, emphasizing the core objectives and deliverables at each stage.

Despite its well-defined sales process, Midpoint Roofing faces several common industry challenges. For example, based on sales funnel statistics, only 20% of leads are retained and result in a signed contract. This is a relatively low percentage compared to the 60% of follow-up calls that indicate genuine interest. However, after this point, potential customers' interest drops by 40%, primarily due to a lack of retention strategies. These figures underscore the need for a stronger focus on persistence and follow-up efforts. Addressing these hurdles through improved training programs and enhanced CRM features could effectively bridge these gaps.