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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.
The worst advice that is widespread
in roofing sales is this.
Sales is just a numbers
game that is garbage.
I hear this all the time, and for
some reason we're telling our new
hires and even seasoned veterans,
oh, sales is just a numbers game.
As if you could just like pluck a
body off the street or a little kid
like plop 'em down and be like, all
right, kiddo, go hit some doors.
It's a numbers game.
You hit a hundred, you'll make a deal.
Like, no, this leads
to false expectations.
It leads to continual failure.
Maybe even second guessing yourself
if you've been told this advice.
Second, guessing yourself that
you're hitting all these doors and
nothing's happening for you yet.
These guys over here, guys and
gals on the team, they're raking
in deals and you're wondering, what
are they doing that I'm not doing?
I, if sales is a numbers game, I'm doing
more, why don't I have those results?
And then it leads to, to stagnation
where there's no improvement, because
we are focused on the wrong thing, we're
focused on the numbers, and that's it.
And it is total garbage.
So in this video, I wanna
reshape our relationship to this
widespread, horrendous advice
that sales is just a numbers game.
The air quotes run the word just
because that word is the problem.
Because the truth, my
friend, is that sales is.
Partially a numbers game, but the
partially part is dependent upon the two
elements that I'm gonna teach you today to
help rewire your focus on these two things
to help you sell even more, even faster,
and even easier without having to get in
front of as many people, whether it's a
storm damage, self-generation process.
Or retail as your leads are
coming into your office.
Now, let's get to it.
First I wanna say a quick
welcome or welcome back.
My name is Adam Benjamin, the re
strategist and everything that I do,
it's designed to help you and your
team smash your income goal and give
every customer an amazing experience.
And the reason I do what I do.
I estimate that about 66% of roofing
salespeople quit or get fired in
their first year, which leads to this
massively high turnover in the industry.
And I believe that the root cause
of that is because those poor people
were not equipped to succeed either
mentally, meaning what to expect,
meaning they were given garbage advice,
that sales is just a numbers game.
Not being prepared for rejection and the
difficulties and challenges not being, uh,
prepared to overcome our own inner demons.
All of this.
And then not being prepared tactically.
And I can help with both
and I'm glad you're here.
So if you are new here, hit
the like button and subscribe.
I'm, I'm so glad to be
spending our time together.
And if you like these videos and
want more, you're gonna love what's
inside my free training center.
And the reason that I wanna
direct you there, which by
the way, there's a link here.
You can text the word
free to 3 0 3 2 2 2 71 33.
Is because I get people that email
or direct message constantly.
Adam, can you make a video about this?
In about 75% of those suggestions,
I already have a video in there and
they're all inside my free training
center, so I just want to help put
them in your hands even easier.
So click the link or text
free to 3 0 3 2 2 2 71.
33.
All right, let's rock and roll.
Sales is not just a numbers game, it
is partially a numbers game, but it
is most importantly, based on these
two principles, these two elements
that I'm gonna teach you today.
And I wanna prove to you the, the reality
behind these here in just a minute.
I've got some, some
stories I'm gonna read.
Uh, to showcase that I'm not making this
stuff up, and this is just a couple of
stories from hundreds and hundreds and
hundreds of them that are on our website.
If you go to our website, by the way,
there's a link in the description below.
To learn more about our system, you can
click up on the upper right on results.
There's literally hundreds.
Of unsolicited results,
reviews, and success stories.
These are people that were so moved
that they posted, uh, excuse me.
They messaged me.
We posted them up and many
of them we haven't even had
time to, to upload quite yet.
Alright, now let's set
the record straight.
Sales is not just a numbers game.
That's garbage.
What sales is, is two big things.
Your list.
This is element one, your list.
Now let's break down what a list is.
Imagine you were working
in a, in a call center.
You might have a call list of a
bunch of names and phone numbers.
That's your list.
We don't really have
that in roofing sales.
I know some people have call centers,
but I want to break that idea for you.
For you, it's about who are you speaking
with, who are you trying to sell?
That's your list.
Your list is your list of addresses.
You're homeowners.
All right?
Now, imagine that you walked
into a neighborhood and you're
in this brand new neighborhood.
And you're like, wow, this is a
mecca of opportunity because sales
is just a numbers game, right?
And there's 80 homes
in this, in this place.
And then as you're scanning,
you see that 50 of the 80 roofs
they've already been done.
Then the other 20 that haven't been done
have yard signs staked in the driveway,
excuse me, in the lawns, which means
that they're likely under contract.
And I do not believe in walking
other people's signs, by the way.
Then we've got 10 houses.
That are unmarked, that could
be a potential prospect for me.
Of those 10, two people are home.
But if sales was a numbers game, all I
would have to do is just go hit all the
doors and I should get the results right.
But I think if you followed along,
would you agree that of those for today,
there's really only two people that I
can have the opportunity to sell today.
Yeah.
Now there's the other eight, so
the 10 that, that didn't have
Mark two or home, the other eight.
I can use other strategies like
direct mail, sending letters.
So when they get that, they tend
to look and they're like, oh, wow.
They might call you or
taping a letter on the door.
Or if you're using my sales
system, you're doing both.
You're taping the letter on the door.
If they're not home, sending
the direct mail letter that way.
They see this, the blue painters
tape, they pick it up, they read it.
That's first impression.
Next they get into the mailbox.
In a few days, they see a letter that
you stop by, you show back up, you
knock on that door and you say, Hey.
My name's Adam.
The reason I'm stopping by today, I
actually left you a letter at the door
and in fact, I took the time to send
you a letter in the mail and I wanted
to stop by and ask what questions he
had for me about the letter I sent you.
So now I'm spending all of this time
getting in this neighborhood and, and
hopefully those, those systems work.
By the way, those 10 prospects, that's
a lot of effort for just 10 people.
Those will lead to sales.
So I have 10 people, and
let's say I get two deals.
Wonderful, but that's a lot of work.
That means the majority of my
efforts were spent on a list.
I had a list of 80 people,
but I only worked 10.
I want to ask you, is that
an efficient use of time?
No.
Would you say that sales is
just a numbers game then?
Probably not.
The truth is, sales capabilities in the
roofing industry are kept by one thing.
Time, time, time.
So I don't wanna waste my time on
opportunities that aren't there.
I don't wanna waste sending letters
to the other 50 homes that were
already roofed or the 20 that are
under contract with other roofers.
I need to focus on the right list next.
So that's list next is your pitch.
There are people like Matthew.
By the way, Matthew's, uh, story
is on our, our results page.
We call it our wall of proof.
By the way, we're like 30%
of the way done, and I get
these absolutely regularly.
In fact, I just got two of them today.
This is off course.
I'm, uh, what did I say when
you're going off script?
I'm going off script, but you know,
a gentleman today said, you know,
thanks to you and your podcast,
which I listened to, this was today.
He says, uh, I listened
to almost every day.
I just hit my first $200,000 week.
And again, that was his top line sales.
So 200 grand in a week.
If he keeps it up, he'll have
nearly an 800 to one, 800,000 to a
million dollar sales month, which
is like some people would be super
satisfied to do that in a year.
I love this.
So again, this came today and then,
uh, we had, we had another one
as well, uh, of a guy that said
inspection, direct mail letter.
And he, he tagged me on Instagram cuz
he used the direct mail letters that I
was teaching you about and lands this.
Uh, quite massive monster home.
So again, these things are coming
on the regular and they're, they're
unsolicited, but back on track here,
what I wanna focus on is that our right
list is more important than the numbers.
We don't wanna waste time on people
that cannot purchase from us.
We need to spend the time on people
who can, which is why I believe it's
okay to cherry pick, to drive your
truck or your car and look for the
opportunities of, of looking like
someone's actually at the house.
Looking for, for people whose roof isn't
done or in conditions that we can help.
All right, so category
number one is the list.
The, the target, the prospects that
you target is far more important
than the numbers cause I don't want
you wasting time calling in a phone
book, just ripping through houses
that you can't even help people.
All right, next is your pitch.
Back to what I was sharing with
Matthew before I went on that tangent.
Matthew puts on that wall of proof.
He says, Adam, My sales team who
couldn't close a deal to save
their life is closing five to seven
deals per week using your system.
That's each person, by the way, which
means each sales rep is doing between
20 and 28 ish roofs per month from none.
Why?
Because they have the right pitch.
So would you agree that if you
had a stronger pitch and you've
fed just the same number of
people, you'd have more sales?
I think the math and logic
lines up, doesn't it?
Would you also agree that if I
could get the right list, target
the right people with a great pitch,
I'm gonna make a boatload of money?
Yeah, it's gonna happen.
And that's what happened
to these two stories.
This gentleman, by the way, he sends
me an email and he says, over the
last two weeks I stumbled across
your videos, blah, blah, blah.
I'm gonna continue to
to to the salient point.
Next time I went out, I ended
up learning the secret to door
knocking in referrals just in time.
I got 11 leads in a total of
four hours between two days and
two streets in one small town.
Any ends?
I got five referrals today
during my nine appointments.
Wild.
All right.
The right list in the right
neighborhood focused on the right
homes that were prospective buyers.
With the right pitch when he
said, I learned the secret.
To door knocking.
The secret was how do we knock the right
doors and what do we say at those doors?
And I wanna share one more from
you, from a gentleman named
taas if my phone will cooperate.
All right.
Phone cooperate.
Taas sends me this email, and
he, he's not the only one that
sent me an email like this.
It says, too many referrals
when I get this email.
I thought it was a, he was
trying to sell me something.
I'm like, T what?
What is this?
Then I read it and he
says, Ty says, Hey Adam.
I wanna thank you again for taking
the time to respond to these messages.
It really means a lot to me
that you honor your word and
deliver great customer service.
Here as of late, I've been using
your referral program cheat sheet
with my homeowners, the way you
teach in your videos and the
results have been phenomenal.
I'm gonna pause there for a minute.
The referral cheat sheet and the strategy
I teach is part of my sales system.
The sales system that's being used
in every state in the US by many,
many thousands for storm and retail,
from individual sales reps, companies
just getting started, and quite
a few of the largest in America.
And the referral cheat sheet is a
printout that goes in the folder, the
packet that you give to a customer.
Right when you sign the deal, and yes, you
can start asking for referrals right then.
And I do things differently because what
most people do in the referral world
here in roofing is this, and I'm gonna
over embellish it so you see the point.
Alright, here's our referral program.
You need to throw your friend
into a sales appointment with me.
Then if I close them,
And get the business.
We're gonna do the roof.
It'll take about eight weeks to get
fully paid, but once they do, I'm
gonna write you a big fat check of two
to 500 bucks, which means they need
to throw their friend into a sales
appointment to then make a bunch of
money, which plants all these seeds
in their mind, which is, I don't wanna
throw my friend in a sales appointment.
I don't know if I'm actually
gonna get paid this referral fee.
It's gonna take, how long?
Eight weeks.
Oh boy.
You're willing to write
me a check that big.
How much money are you making off me?
Why don't you just give
me a bigger discount then?
So instead of doing that, we
just have a really simple system.
I teach that in a playlist that
you can find on YouTube, by the
way, called Referral Madness.
And I recommend you check that one
out cuz you'll learn the philosophy,
the strategy and all that jazz.
So jump on YouTube, go to playlist
and look at the referral madness.
All right then this is where
the rubber meets the road.
We're gonna finish up TA's email of
too many referrals and he says, I
went from last season, barely able
to get one referral cuz he was using
the outdated system I was sharing
with you to now getting at least.
Two to three referrals per homeowner.
Two to three per homeowner from none.
Why?
Because this is what's happened.
TAs is spending his time closing the
right list, getting in front of the
right people, and using the right
pitch to convert those appointments
into done deals, and then using
the right pitch for the referral
strategy to then bring more deals in.
And this my friend, is why I believe that
the worst advice out there in roofing.
Is that it is just a numbers
game because it's not.
In fact, the best salespeople out
there are in front of less people, but
they're in front of higher qualified
people because they're very smart
about their time, their list, and their
pitch, and they put these together.
They sell even more roofs, even faster,
even easier, which is why the new bees
look up to them and say, what are they?
What is he or she doing that I'm not?
That's it.
The right list and the right pitch.
And they're able to do it without
having to hit as many doors.
Now, I'd love to hear from you.
Do you agree or disagree?
I'd love to hear from you in the comments.
Why?
Because it fosters a really
rich discussion down there
and it helps other people get
validated that they're not alone.
And if you disagree, that's ao.
Okay?
We can start a discussion down there.
Because I believe it's partially a
numbers game, not just a numbers game.
All right, listen, you might be someone
who's like, okay, cool, great concepts,
Adam, but how do I run with this?
There's a few options to help,
and I'll cover the free ones and
then a premium option as well.
The free options are this, go to YouTube.
Go to the roof strategist,
click on playlists and there's
a couple playlists inside.
There's an ace, your pitch at the
door and the Referral Madness.
Playlist.
Alright, that's path one.
Path number two, which is the
even better path, is to get
in my free training center.
There's no catch by the way.
You can click the link below or text
the word free to 3 0 3 2 2 2 71 33.
Inside, you're gonna find even
more videos organized by category.
Super easy to navigate and a
ton of extra stuff in there
that's not available on YouTube.
Like I recommend a reading list,
the wait list for my new book called
The Roofing Sales Survival Guide.
You're gonna find a replay of my
10 closing techniques for every
situation and a whole bunch more,
including my roof clams crash course.
So a bunch of stuff in there, and if
you're someone who's like, just, I don't
wanna piece this together on my own.
I want the fastest track.
I want the full sales system.
I want the right list, the right
pitch, the right referral program.
Then my Roofing Sales Success Formula,
which is my flagship sales training
and sales system may be right for you
and I'd love for you to see it for
yourself so you can see and decide.
And you can do that by texting
the word demo, D e m o to 3 0 3.
2 2 2 71 33.
That's demo to 3 0 3 2 2 2 71 33.
You'll be able to see how the
program works and make a decision
on whether or not it is in fact
the right training platform and
sales system for you and your team.
We do have packages available for
individual reps or companies at
large, and they're backed by my
30 day no BS money back guarantee.
So if you're not satisfied
for any reason, I buy it back.
All right.
There's a link in the description
or text demo to 3 0 3.
2 2 2 71 33.
Thanks for joining me in
today's video, just cuz our
time here is about to wrap up.
Doesn't mean you are in my time, has to.
So hop into the free training center here
or hop into the ace your pitch playlist
here and I'll see you in the next one.