FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER. Liquid Applied Roofing 2016

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1 FOUR KEY INSIGHTS FROM THE VOICE OF THE CUSTOMER Liquid Applied Roofing 2016

2 Liquid Applied Roofing 2016 is Principia s first exclusive coverage of the liquid applied market and provides a detailed analysis on the current and future state of the fast growing $746 million segment of the commercial roofing industry. A critical aspect of this industry report is the voice of customer section which provides key insights from the perspective of roofing professionals, manufacturers, distributors and dealers as well as property owners and managers. This brief overview highlights a few of the results from nearly 600 interviews with these influential customer groups. Topics covered include preferred product types, design and specification considerations, the purchasing process including product selection and key challenges facing the industry as well as many others with nearly 40 graphs and charts depicting their specific views on each topic. In addition to these voice of customer insights, the report includes a detailed view of current and projected market demand, along with supply-side analysis including supplier share and product flow through distribution channels. Four Key Insights from The Voice of the Customer: 1. Property owners selection criteria ranking for contractors 2. Property owners most effective selling points from contractors when reviewing LAR products 3. Contractors identification for areas of improvement for manufacturers 4. Contractors greatest specifying influence for LAR repair and restoration projects Contact the Principia team at info@principiaconsulting.com to learn more about Liquid Applied Roofing 2016 or to purchase the report.

3 1. Property Owners Selection Criteria Ranking for Contractors Many property owners believe contractors demonstrating material and system knowledge during the sales process is one of the most important factors when selecting contractors. Contractors training programs from manufacturers should focus on educating the contractor on how best to demonstrate knowledge of their system during the selling process and how this translates to the project quote.

4 2. Property Owners Most Effective Selling Points from Contractors When Reviewing LAR Products Extra protection from leaks is the most effective selling point when contractors are selling LAR to property owners. A focus on warranties and energy cost savings from installing LAR as discussion points will also get property owners attention to use LAR for their roof projects. No need for a tear-off of the existing roof and little disruption during roof work to the building activities below is another very effective starting point in the sales conversation with property owners.

5 3. Contractors Identification for Areas of Improvement for Manufacturers Product quality, training for installers and technical support were listed most frequently by roofing professionals as areas for LAR manufacturers to improve. Product accessories and sales representative were ranked as the lowest in areas of improvement for manufacturers.

6 4. Contractors Greatest Specifying Influence for LAR Repair and Restoration Projects First and foremost, products must meet standards, and if there are FM approvals, are given significant weight overall for repair and restoration projects. Material and energy cost savings garner attention, but other considerations such as local climate, type of warranty and performance characteristics will be filters after their brand choice.

7 Principia is a leading research and consulting firm focused exclusively on the building materials and construction industry. For over 20 years, senior executives have trusted Principia for information, analytics and insights essential for better decision-making, faster growth, and greater profitability. principiaconsulting.com