METALCON 2012 Contractor presentation

METALCON International 2012 ©
This educational program is presented by:
MCA and The Metal Initiative—MCA’s market development
program—provide educational resources to key decision
makers about building with metal walls and roofs.

Visit TheMetalInitiative.com for more
information, including:
• Case studies
• White papers
• Events and webinars
• Metal types &
applications
• Product locator
• Blog
• Ask the Experts forum
• And more!

• Housekeeping:
– Please silence all cell phones and electronic
devices for the duration of the presentation.
– If your badge was not scanned when you
entered the room, make sure that a
METALCON staff member scans it after this
session.
Thank you for joining us!

Metal Roof Retrofit
K.I.S.S.
(Keep it simple Stupid!)
Presenters:
Chuck Howard P.E. (MRC)
Ron Dutton (RDC)
Scott Kriner (GMC)
Joe LaFave (LaFave’s Const.)

Who am I ?
• Licensed Professional
Engineer
• Been in the Metal Roofing
Industry since the 70’s (Yes
I’m old)
• Contractor, Consultant and
Engineer
• Over 30 Million SF of metal
roofing installation and
design
• MRC (Metal Roof
Consultants) was formed to
assist others in the metal
retrofit business.

• Contractor?
• Engineer?
• Owner?
• Manufacturer?
• Architect?
Who are you?

• School Board members
Who are our customers?
• Owners of Commercial
property
• The government

Who do our customers know
about metal roofing?

they do know
that standing
water on the
roof is not a
good thing!!
BUT….

• K-Keep
• I-It
• S-Simple
• S-Stupid
How do we promote our product to
attract customers?
Don’t over sell, Don’t need to be the smartest in the room, just K.I.S.S.

Step#1
What is metal
retrofit roofing?

Step#2 The Post
Step#2
What is metal
retrofit roofing?

Step#3
What is metal
retrofit roofing?

Step#4
What is metal
retrofit roofing?

Step#5
What is metal
retrofit roofing?

The retrofit
process: On Site
Please excuse the sound quality in some portions of the
video as it was filmed on a jobsite

• Can Metal meet the
new energy codes??
• It doesn’t last any
longer than any
other roofing!
• My roof is already
flat, metal is not a
option!
• Metal is too
expensive!
The perception

The Perception The Truth
The facts
 Can metal meet the new energy
codes?
 Retrofit metal roofing is the best
product to meet the new energy
codes.
 It doesn’t last any longer than any
other type of roofing!
 Metal lasts LONGER
Please Welcome Scott Kriner of Green Metal Consulting, Inc.
Please Welcome Ron Dutton of Ron Dutton Consulting

Questions??
Please fill out the questionnaire sheet
and return it to Brad during Break

BREAK

The Perception The Truth
The facts
 Can metal meet the new energy
codes?
 Retrofit metal roofing is the best
product to meet the new energy
codes.
 It doesn’t last any longer than any
other type of roofing!
 Metal lasts LONGER
 

Before In progress
Flat to pitch

In Progress Finished Product
Flat to pitch

Metal over shingle
Before Finished Product

Metal over metal
Before Finished Product

Metal roof/flat roof analysis

Life cycle cost analysis

we know it can be done
Now, How do we sell it???
Soooo…

1. Attach a clip into the
existing structure.
2. Variable height posts
attach to the clip.
3. Purlins attach to the
top of the posts.
4. Panels are attached
to the purlins.
How to sell metal roofing to
your customer (K.I.S.S.)

Some metal retrofit roofs can
have complicated designs.
However K.I.S.S.
When you have a leaky sink do you care
what kind of tool the plumber uses?
No! You just want the
sink to stop leaking!

• Remember what
Ron(expert on the life
span of the metal) said?
• Use life cycle costing and
compare it to a metal
roof.
• Simple math: if you
continue on the same
path you’ll spend more in
the long
How many flat roofs do you want to waste
money on?

DON’T BE INSANE
Change is uncomfortable for
the owner
BUT
Metal roofing is a superior
product to the “competition”
SO
reassure your customer that
this change is the smart and
NON-INSANE THING TO DO
in·san·i·ty
[in-san-i-tee] noun, plural in·san·i·ties. 1. the condition of being
INSANE a derangement of the mind. Synonyms: dementia, lunacy,
madness, craziness, mania, aberration.
Business definition- To do the same thing over and over and expect
different results. (Albert Einstein)

I’ve sold the job…

How I deliver for both myself and the
owner?
• Make sure you have
a good team in place
• Keep the design as
easy as possible but
aggressive and
unforgiving with the
quality.
• Happy customers
mean more biz
Build a good team

• Don’t micromanage
– you shouldn’t
need to be on- site
often
• You may want your
hands on
everything, but
when your hands
are full you can’t
GROW
Build a good team

• Looks at big picture
items on multiple
jobsites
• This position is
necessary based
on the size of your
company
Build a good team

• On site everyday
• Checks progress of
particular jobs and
reporting to
operations manager
• Job site safety and
quality of work are
main concern
Build a good team

• Motivated and
competent on how
to properly install
metal roofing
• These people
represent the
company – make
sure it is a face you
want the outside
world to see
Build a good team

Keep the design simple and the quality stringent. A happy
customer is a repeat customer!
summary
Know your Customer
Know the Perceptions and the Truth
Remember to K.I.S.S. when explaining metal
roofing to the customer
Use LCC and metal longevity as weapons when
promoting metal roofing

Question forum
Chuck and Brad will now read and
answer your questions

Question forum
Question 1:
Question 2:
Question 3:
Question 4:
Question 5:
Question 6:

Thank you!!
*Please leave your comment/question cards with Brad*
Visit MRC at
Booth #902

METALCON 2012 Contractor presentation

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