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“Because your company is only as STRONG as you are.”
Forward-thinking roofers tune in to get help building STRONG companies, sales teams, leaders, systems, marketing, relationships, culture, and financials.
Whether you own a own a roofing company, manage one, or sell roofs - subscribe to the channel for content that will help you:
1) Close even more roofing sales.
2) Adapt to new roofing industry trends and changes.
3) Take control of your roofing marketing and lead generation.
4) Improve D2D roofing sales.
5) Build the roofing company of tomorrow.
Hosted by Adam Bensman
- Started in D2D roofing sales in 2011
- Former Roofing Company COO (multi-state)
- Creator of the Roof Strategist Sales System (used nationwide for retail + storm)
- Founder of The Roofing STRONG Alliance by TAMKO™ (formerly known as the Roofing & Solar Reform Alliance)
- Author of the #1 Best-Selling Book: The Roofing Sales Survival Guide: Beat the Odds, Overcome Yourself, and Win Big
Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO makes no representations or warranties regarding the content.
In this video, I wanna share with you
the top three biggest rookie mistakes
that I see made over and over and over
again by new people or unexperienced
people coming into the roofing business.
And the hardest part about these rookie
mistakes is they're unintentional,
they're completely un unconscious, and
they're made by what I'll call good
with people, people, folks like you and
me that got brought into the roofing
business with a good heart and a good
soul with true intention to be of service.
Of to others to really help
people through this process.
And being a nice guy or a nice
gal in sales, unfortunately
just doesn't win business.
And these mistakes can cost you deals
and will keep you from being successful.
But by becoming self aware of these
three mistakes will help you make
really quick and easy adjustments
so you can be really effective in
the home to sell with confidence.
To deliver a strong message and to
move people to saying yes, which
is exactly what we want to do.
So first, before we get to today's video,
I just wanna say welcome or welcome back.
Adam Besman here, the roof strategist,
and I'm so excited to have you here.
Thank you for spending your very
valuable time with me and my mission.
Is to help you and your team smash
your income goal and give every
customer an amazing experience.
And sometimes trying to give people
an amazing experience and having
a good heart actually leads us
in the opposite direction, which
is what this video is all about.
So if you are new in roofing sales and you
wanna jumpstart your journey, I invite you
to join me inside my free training center.
Click the link in the description
below, or text the word free to 3 0 3.
2 2 2 71 33.
That's 3 0 3 2 2 2 71 33.
Again, all that information is
right there in the description.
All right, now let's talk about the
top three biggest rookie mistakes
leading with mistake number one.
That is getting way too over
excited and pitching away too fast.
I know if you've watched my videos,
you're probably saying, Adam, that's you.
You talk way too fast.
And yes, I do.
But when I'm in a sales
appointment, I dial it back.
The reason I keep my cadence
up here when I'm teaching is
because I am just like you.
I need things fast,
punchy, and to the point.
Cause I have the attention span of a nat.
So give it to me quick.
Give it to me straight.
Let's rock and roll.
But when it comes to being in
a sales appointment, we need
to slow it down a little bit.
We still need to keep that energy
and enthusiasm up, but if we speak
too quickly, often out of nervousness
or over excitement or an eagerness
to please, those are the three
main reasons that we kind of just
word vomit all over our customers.
And this can happen right there at
the door when we're knocking, or
it can happen at the kitchen table.
So that big mistake is just talking way
too fast, being way too word, vomiting.
When you speak too quickly, it puts people
in an uncomfortable position where they
don't feel like they're in conversation.
They feel like they're being shouted at,
and that becomes really uncomfortable.
So for the rookies out there, and
maybe if you're not a rookie, I
know I talk fast, I still have
to remind myself to dial it down.
The biggest rookie
mistake is word vomiting.
Your pitch, whether it's at
the door or the kitchen table.
Slow down.
It's okay if it takes time.
Remember, you're in a conversation.
There you go.
Mistake number one, mistake number two.
This is a counterintuitive mistake.
This is where good with people, people
as I put it, or nice guys and nice
gals make this mistake a lot, and
that is, Overselling the positives.
Now, what do I mean by
overselling the positives?
We're a great company.
We'll do right by you, is be the
best process in the whole world.
Good, good, good.
Great, great, great.
And when we spend so much time
selling how great we are, we set
ourselves up for failure in two ways.
Way number one is that in sales, we need
to focus on the pain or the problem,
or the struggle or the consequences
of not taking action on their roof.
And I've done another video on this topic.
Which I'm gonna put a link up to up here
that's all about pain as the missing
link In roofing sales, we need to keep
people in an uncomfortable position
to get them to make a buying decision.
And it's not out of manipulation.
This isn't coercion, and this
isn't slimy tactics, it's just
understanding how people process
information and make decisions.
So if we oversell all the positives,
they'll say, oh, that's great, but
there's really no need for me to, to.
To use you.
Why do I need you to
meet with my adjuster?
Why should I choose your company
over the other one when we're
talking about a retail estimate?
But they're cheaper, right?
We need to focus on the consequences
or the negative outcomes just as
much as the positive outcomes.
So we end up actually being a
really ineffective salesperson,
and I was wildly guilty.
Of this mistake of
overselling the positive.
And that's the one part.
The first part is, is not closing
deals cuz you're not getting
into the pain, the problem when
agitating that problem to move people
towards a solution, which is you.
Now, the other problem with staying
too positive is we often oversell
how amazing everything will be.
I did this a lot in the beginning as well.
We're great.
We're a great company cuz I knew that
we were, but what I didn't know at
that time was that it's construction
and there's thousands of pounds of
debris coming off that roof if you
just factor about 240 pounds, uh,
of, of just shingles in a square.
Someone correct my math if I'm
wrong in the comment section below.
You know, I'm not good at this.
It.
What ends up happening is there's
thousands and thousands and thousands
of pounds of debris coming off
and many, many, many thousands of
nails coming off, and then we'll
put more material back up there.
Now, that material, not all
of it, we're gonna pick up.
No matter how good a job you do,
someone will always find a nail
no matter how good a job you do.
Things happen.
Siding will get scuffed.
The crew will park their truck in the
driveway and it'll have an oil leak.
The dumpster will get put on
there and the homeowner noticed
a crack that they didn't before.
The wind blows in.
There's debris in the tree, siding,
uh, the something comes down and, and
rips a screen, or cracks a window.
It happens when we
oversell how great we are.
We set these expectations so high.
I should choose you cuz
you're an amazing company.
Nothing will ever go wrong and the
minute something goes wrong, You're
looked at like an evil doer, like you
lied to their face and the company is
cast in this negative light because
you didn't fulfill upon that promise
and it's virtually impossible to.
So again, when we oversell the
positive, we set ourselves up for
failure from a sales standpoint as
well as a customer service standpoint.
So one little tip to fix
this is to ex state realistic
expectations to that homeowner.
Mr.
Homeowner, we are removing thousands
and thousands of pounds of debris
off your roof and replacing it.
We do our absolute very
best to protect your home.
We'll use plywood around
your windows, your doors.
We're gonna use tarps around all
of your shrubs and your gardens.
We're gonna run these big cool magnets
on rollers to pick up all the nails.
But being construction, things may happen.
I just want you to know to stay calm.
We stand behind our installations,
and if anything goes wrong,
we will take care of you.
Right?
We just set realistic expectations and
that way if everything does go great.
We have set the bar here and over
exceeded it, and now you're a hero
versus setting the bar here and
then you, you underdeliver, and
now you get a one star review.
So there's mistake number two, overselling
the positive, and then mistake number
three is probably the most common.
Now I've spoken just in the
last year in front of many,
many, many thousands of people.
All across the US and I ask,
I say, Hey, check the ego,
check the broy part of sales.
Who here has been guilty of not
asking for the business in rooms?
The hands shoot up and people
are like, yeah, I didn't, cuz
we want to be in nice guy mode.
Almost like we're, we're
hoping in, in nice gal mode.
We're hoping that that homeowner
is like, I loved everything
he said, where do I sign?
How do I work with you?
But it doesn't work like that.
We need to guide the homeowner to yes.
Whether that's a presentation that
you use that's an assumptive close,
whether it's a negative agreement
close, or whether you're using my
system and using what we call the
comfort clothes is kind of the go-to.
Either way, you do it.
Quite frankly, it doesn't matter because
asking for the business or guiding
someone to the business, telling them
what to do is going to be far more
effective than just giving a great
presentation and sitting back and
being like, well, I hope they say yes
because it doesn't pan out that way.
So what we need to do is,
again, ask for the business.
And they have a great
way to teach you this.
In fact, if you jump in my free
training center right now, click the
link in the description and you'll
find a a full webinar replay called
10 Closing Techniques for Every
Situation For Both Storm and Retail.
And a gentleman reached out to me
within hours of watching the webinar
in closing technique number one,
it's called The Comfort Close.
And he says to me, Adam, on the
Comfort Close worked like a charm.
And he had a picture of a retail
contract that was signed right there.
And he literally said, I.
Followed it step by step.
So if you're someone who's not quite
asking for the business and you
wanna learn how to close deals, jump
into the free training center right
now by clicking the link or texting
the word free to 3 0 3 2 2 2 71 33.
Now, once you're in the free
training center on the left hand
side, scroll all the way down.
You'll see 10 closing
techniques for every situation.
Click that and it will bring
you to the, uh, Place to go
find that webinar recording.
It was actually done through Owens Corning
University and it's open to anybody.
So you be able to get access
to that replay right there.
And maybe you're someone that
might say, Hey, that's great,
but what do I do in the house?
And if you're someone that needs
some guidance on what to say and do
every step of the way and you wanna
bulletproof system to get in the house,
build rapport, present, and close
deals, then you might be interested
in checking out my training center.
And again, there's a
link in the description.
Or you can text the word
demo to 3 0 3 2 2 2 71 33.
That's demo to 3 0 3 2 2 2 71 33.
We got options for
individual reps or for teams.
So if you're an owner manager
watching this, uh, we've got options
for you as well, so you have it.
Top three, rookie mistakes.
Quick summary here.
Number one is talking way too fast,
whether it's at the door or the
kitchen table, and I gotta tell you.
I'm guilty of this and I
still gotta dial myself down.
And remember, it makes people
feel uncomfortable like they're
talked at and not talked with.
Mistake number two,
overselling the positive.
We fail on a sales standpoint.
Because we don't get into the pain, so
people seek us as the solution, or we set
expectations too high and under deliver.
And then mistake number three
is simply not asking for the
business, which I didn't mention
before, but hey, it's not too late.
I'll mention it right now.
The main reasons people don't ask for
the business is afraid of being pushy.
And afraid of rejection.
I don't wanna be that pushy salesperson.
I don't like those kind of people, and I
don't wanna be treated that way, so I'm
not gonna push, and they don't ask for the
business, or they, they say, all right,
I'll ask, but I'm horrified of hearing no.
Or what if I say, you know, are
you comfortable moving forward?
And they're like, no, not yet.
And there's, there's a awkward tension.
I'm afraid of that rejection.
And when we learn a, a comfortable path
to do this, that I teach in that webinar
and my system, all of that goes away.
So, I hope this video helps you or your
team become confident closers in the house
and bypass these three rookie mistakes,
and at the very least, helps you become
highly self-aware of how you behave in the
home and how it makes other people feel.
So you can, again, smash your
income goal and give every
customer an amazing experience.
So thanks again for joining me
in today's video, just cuz our
time here is about to wrap up.
Doesn't mean you're in my time, has to.
So if you haven't yet done at hoora
Free Training Center right here.
Or hang with me here, right here on
YouTube and jump into that video that
I linked to before about pain being
the missing link in roofing sales.
So I think you'll really dig it and
you can click right here for that one.
Thanks again and we'll
see you on the next video.