Always Smile & Own Your Script
Amber Ashby, of Brown Boys Roofing, Had a Stunning 98% Call-Booking Ratio with a Service Fee in 2016 by Having an Infectiously Positive Attitude & Making the Call-Taking Script Her Own
Asking customers to pay for a service fee can be a daunting challenge for many SGI members. It can seem especially difficult for Roofers’ Success International members. The idea of a service fee is still quite foreign to the trade—so many contractors love to pitch the idea of a free estimate.
Amber Ashby
For Amber Ashby of Brown Boys Roofing in Bentonville, Arkansas, she’s proven to easily navigate past the service-fee hurdle. Amber finished as the 2016 RSI Scoreboard Champion for Call-Booking Ratio with a Service Fee by scheduling 673 calls out of the 685 she received.
When I called Amber to inquire how she managed such a remarkable number, she seemed surprised by the attention. She was quick to credit Will Brown for the training and direction he provided her. “We went over the scripts and I took an online CCR training,” she said. “But Will said that ultimately I have to own that material. When I get comfortable with it, sound natural―that’s when I’ll have success. That’s what’s happened.”
Amber admitted that success wasn’t immediate. When she started with Brown Boys four years ago, it took her some time to adjust. It was well worth the wait. “Will and Bill are always so supportive,” Amber stressed. “That’s the other thing that helps—you have to smile when you answer the phone. It’s easy for me, because I love coming to work each day.”
“[Bill and Will] have become like family―they really have. If I ever need to talk afterhours or on the weekends, I know they’re always available. You don’t find that very often. Bill and Will have embraced me, and it’s awesome.”
Let’s explore exactly how Amber manages to book so many calls in this this issue’s “Learning from the Best.”
Do you get much pushback on your service fee?
I do at times. People will say they can get a free estimate from other roofers. I say, “I certainly understand that.” But [Owner] Will [Brown] taught me how to build value in our company, and I explain that to our callers.
How do you explain why Brown Boys is worth the service fee?
I’ll tell them that all our guys are background checked and drug screened, and we do weekly company training. So, they have complete peace-of-mind in the type of person we’re sending to their home. I’ll then go onto to say that, “Once we’re at your home, it will receive a complete, 17-point inspection and attic analysis. If there are issues, we’re going to take detailed pictures of each, and then, we will go over those issues and pictures with you. We want you to be aware of everything that’s going on with your roof, because often there are things that you may not know. Then we will sit down and explain how we can help you―and answer every question you might have. By the end of the call, you’ll understand the type of job we can do.”
How do you handle callers that want someone out that same day?
We can work with that. If a customer wants us to come out right now, or say a storm hits on Saturday, and people want immediate help, we have a $150 emergency service call. If you’re willing to pay that, I’m willing to rearrange the schedule and get the guys out there. A couple of weeks ago, we had three of those calls.
How do you handle callers who want a quote for a repair or replacement over the phone?
I tell them I’m sorry, we need to set an appointment to give a correct price for their project. There are simply too many variables for me—or anyone else in the company—to give them a price. For example, they might have two pipes, and we would bid for four, or vice-versa. And I explain that they might have questions, and the only way to properly understand what their house needs and what we can do for them is for them to meet us face-to-face.
Do you try and develop a relationship with each caller?
I do. I think that’s a benefit of working with a smaller company. I can have a lot of one-on-one time with our customers. I have customers that we’ll catch-up with, and then we’ll get down to business. There’s one lady―we’ve talked so many times about her roof―I told her that I’d call her to wish her a Merry Christmas. I made a note of it on my calendar. And I did, I called her. Little things like that can go a long way. If I can set the pace in the office, I’m hoping the guys won’t have any trouble when they go out to the home.
In your opinion, what’s the most important part of the call?
I think if you try to be bubbly and happy with the customer, it really goes a long way and it helps diffuse any frustration they might be feeling.
What advice might you have for someone new to answering phones and how to successfully book calls?
Success comes with time―you need to get comfortable with the script and own it. Also, I try to always smile before answering the phone. It helps that I absolutely love my job. I honestly could not ask for a better company to work for. People can hear that smile in my voice. You want to sound positive and upbeat when talking with customers. If you sound happy and have some personality, those are the biggest keys. It will take you a long way.