The Art of Setting and Executing Winning Goals for Roofing and Siding Contractors

"GOALS" with a target image for the "O" in GOALS. The art of setting and executing winning goals

Goal Setting

As I look back over the years and examine my athletic, military, or sales career, I cannot recall a time when I did not have goals, desired outcomes, and plans to get there, but that doesn’t mean I was always successful. It just means I always thought about the future.  While my brother and I were running our contracting business and sales teams, there was no shortage of sales goals, whiteboards, motivational sayings, and even the occasional kick in the ***.  It wasn’t until we stopped and asked tough questions about ourselves, our business, and especially why we kept falling short. The following is a snapshot of some of the lessons we learned. Much of it will be no surprise to you, but hopefully, you’ll be able to take something away and improve how you set and execute winning goals.   If you don’t want to read through, here’s the spoiler alert without a target, you’ll never hit it, and without a coach, you’ll always suck.  You’re welcome to have a great day!

As a roofing and siding contractor, you’re not just running a business but navigating a unique landscape of challenges. The intricacy of your services, the cut-throat competition, and the constant need for innovation are all part of your daily battle. We understand that despite this relentless drive, achieving business goals can often feel like a mirage. This is especially true when instructional videos, webinars, and white papers on goal setting are flooded. So, what’s the real issue with goals, and how can we tailor the solution specifically for roofing and siding contractors?

The Paradox of Goals: Knowing Isn't Doing

We all understand the importance of business goals. They provide us with direction, motivation, and benchmarks for success. However, many contractors struggle with the execution of these goals. I suggest a slightly different look at setting goals, three commitments, and three realities. These elements, often overlooked, are the real game-changers, regardless of the system you use to develop your goals. Let’s delve into these crucial elements: a deeply personal ‘why’ and accountability. By understanding and harnessing these, you can take control of your business’s future.

Three Commitments

1. Accountability: Everyone needs the help of another

True strength and success are only achieved when we assume a posture of humility that enables us to receive encouragement, correction, guidance, and assurance from others.  We cannot see ourselves as others can; we have blind spots in our thinking, emotions, and performance.   Therefore, to truly achieve your potential, the help of others must be part of your progress.  Commit to this, and you will succeed!

2. Discipline – Think, do, and say the right things in the right order, at the right time, every time!

Discipline and self-control are the keys to success or setbacks in every moment.  The ability to say YES to what is wise and NO to what is foolish is directly linked to our preparedness and must be trained.  We all have areas in which we exhibit success, typically when it is something we enjoy; however, true success is exercising these gifts when our impulses and cravings tell us a different story.  Are you deeply committed to training yourself to create discipline and self-control for the good of your growth and others?  Commit to this, and you will succeed!

2. Transparency About Your Existing Condition: Where Is Your Business Now?

To set a meaningful business goal, start by assessing your current state. Listen, the wrong diagnosis leads to the wrong prescription, and you could end up worse than when you first began.  This involves a transparent and honest evaluation of your business’s present circumstances. The truth can be ugly, and it might hurt, which is exactly why you need it. Do you need help with brand awareness, lead cultivation, sales processes, recruiting, training, maintaining quality standards, or managing finances? Understanding where you are starting from is the first step towards where you want to go.  Commit to this, and you will succeed!

Three Realities

1. Future State: Attach a Profoundly Personal “Why”

Identifying your future state isn’t just about defining what you want to achieve but understanding why it’s vital to achieve it. The “why” must resonate with your core values and desires. For example, wanting to expand your services to provide more job opportunities in your community is a much stronger motivator than merely aiming to increase revenue. A “why” that speaks to your heart will drive you forward even when the going gets tough.  It will get tough to count on it.

2. Exposed Gap: Identifying What’s Missing

Once you’ve identified your starting point and your destination, it’s time to pinpoint the gap between the two. This gap represents the hurdles and challenges you need to overcome. Understanding this gap is pivotal as it paves the way for a realistic and actionable plan. What specific obstacles have derailed you in the past? Is it a lack of resources, inadequate skills, or fierce 

3. Close the Gap: Creating an Action Plan

With your “why” in place and a clear understanding of the gap, develop a strategy to bridge it. This involves breaking down your goal into smaller, manageable tasks and setting a timeline for each. Whether investing in new marketing strategies, enhancing customer referral programs, or expanding service offerings, ensure each step is well-defined and achievable. However, even the most well-crafted plans can only succeed with accountability.

Putting It All Together: A Practical Framework for Roofing and Siding Contractors

Objective: Define Your Future State

Clearly articulate what you want to achieve. Make sure it’s specific, measurable, attainable, relevant, and time-bound (SMART). For example, “Increase our customer base by 20% within the next 12 months.”

Strategy: Develop a Plan

Outline the steps you need to take to achieve your goal. This includes identifying resources, setting milestones, and anticipating potential obstacles. For instance, “Invest in digital marketing, enhance customer referral programs, and expand service offerings.”

Tactics: Daily Activities

Break down your strategy into daily activities. These small, consistent actions will move you closer to your daily goal. Examples might include committing to sales training for fifteen minutes daily, holding sales meetings with your team weekly, posting weekly updates on social media, following up with past customers, and attending local networking events.”

The Key to Success: Subject Yourself to Accountability

Accountability is about taking responsibility for your actions and being answerable for your progress. It can come in many forms, such as a mentor, a coach, a mastermind group, or even a trusted colleague. Finding someone who will hold you to your commitments and provide constructive feedback is critical. Regular check-ins with your accountability partner will keep you on track and ensure you stay focused on your goals.  If you do not have a business or sales coach, get one now!

Conclusion: The Journey to Success

Setting and executing winning goals for roofing and siding contractors is not just a business strategy but a path to personal growth and professional success. It starts with understanding your current state, defining your future state with a deeply personal ‘why,’ and closing the gap with a strategic plan. By subjecting yourself to accountability, you ensure you stay on track and maintain the momentum needed to achieve your business goals.

Remember, the journey to success is not a sprint but a marathon. It requires patience, persistence, and the willingness to adapt. With a clear purpose and robust support system, you can turn your business aspirations into reality and enjoy the fulfillment of achieving your goals. As a roofing and siding contractor, the sky’s the limit when you set and execute your goals effectively. You have the tools and the potential to succeed.

So, start today—define your ‘why, ‘create your plan, and hold yourself accountable. Remember, the future of your business is in your hands. Your role in setting and executing your goals is crucial, and the potential for your business’s success awaits!

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Richards Building Supply

Our faith drives us every day to work hard and cheerfully serve our employees, customers, business partners, and nearby communities

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