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Cold door knocking sucks. Stop knocking doors as a "stranger." Do this instead. Use this "warm" door knocking strategy to make easy sales.
P.S. Want to use my "knock to close" sales system? Get it here: https://www.theroofstrategist.com/get-roofing-sales-success-formula
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“Because your company is only as STRONG as you are.”
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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.
Door-to-door canvassing direct sales.
It's cold.
Right?
We show up, people don't know who we are.
It's completely unannounced.
Therefore it is cold, just like
cold calling, meaning you're
calling someone for the very
first time or a direct outreach.
Well, unfortunately this
cold approach is not ideal.
Now I know.
It must be done, but I'm going to be
sharing with you this strategy to use,
to make it warm, which I'll explain
what that means here in a second.
But first cold door knocking.
When we show up in the mind
of our customer customer.
Who the heck are you?
I haven't seen you.
And the problem with cold
approaches all the time.
And again, I know that they need to be
in place for a short period of time.
It gets in our head, especially newer
salespeople and even seasoned salespeople.
We get this, like this mindset where all
of the negativity that's been told to us.
We start to internalize and
it kills our confidence.
And it's one of the main reasons by
the way, owners and managers listen up.
This is one of the main reasons that sales
reps quit because in their head, all of
this negative nonsense gets internalized.
And then there's this.
Yeah.
I am a sleazy door to door sales
person and confidence is destroy.
People get beat down over and over again.
So it is our job as leaders to give our
team the right steps, the right path
forward to rewriting the story in the
sales reps, mind in sales reps that are
tuning in, you can do this on your own.
I'll be sharing this
here in just a second.
So when we make this shift from cold door
knocking, meaning no one knows who we are.
It's the first time the neighborhood
to warm door knocking, which
means people have seen us
before and there's familiarity.
Great things happen for owners
and managers increased retention,
higher performance, and people
finding more meaning and more
enjoyment out of their career choice.
So how do we do this?
Well, that is what we are going
to cover in today's video.
First.
I want to say welcome or welcome back.
My name is Adam Benjamin.
The roof strategist in the roofing
industry completely changed my life.
I've tried to leave four times.
I keep getting drawn
back in and I love it.
And the reason is this industry
provides opportunities.
For everyone, no matter what walk of
life, your background, your education,
where you came from does not matter.
It truly is a land of opportunity.
As long as you are willing to
apply yourself, lean into the
discomfort, grow and do the work.
Yeah.
Sometimes it's not easy, but we can make
it easier by following the right steps.
So I just want to say, I'm glad to have
you here because my mission is to help
you smash your income goal and give
every customer an amazing experience.
And if you liked this video and you
want more videos like it, head on over
to the roof, strategist.com right now,
and download a free copy of my pitch.
Like a pro roofing sales training.
It's totally free.
Enter your name and email.
You're going to be joined by
thousands of people in good company.
Who've downloaded this video library
right here, and you can jump into the
canvasing training because there's a
whole lot more on door to door in there
along with the pitching section as well.
All right, now let's get back
to today's video, by the way,
there's a link in the description.
Should you be interested
or you can go to the roof,
strategist.com so cold versus warm.
Uh, again, before I delete this.
Writing cold, just so on.
The same page means we're
showing up for the first time.
People don't know who we are.
And big mistake you've probably seen
me talk about is especially new people.
It's the grass is greener mindset.
Knock this neighborhood.
No one was home.
Didn't get any bites.
We're knocking this neighborhood
next to this neighborhood,
neck, this neighborhood.
Each and every time you're
cold, no one knows who you are.
And then add insult to injury.
Once you do get some traction
and you keep this up, you're
spreading all over the place.
Five visits to each
house, best case scenario.
You're driving five times here, five
times there, five times over this way.
And then all of a sudden you're spending
hours and hours a day in windshield time.
Done it.
Believe me, not fun.
Instead, what we want to do is
focus on what I call warm docking.
So warm.
Warm door-knocking.
So we want to go from cold
to warm as fast as possible.
And what's interesting.
I've talked about this before,
but I'm talking about it again.
There's a gentleman who wrote
a book named Jack Schafer.
The book was called.
Uh, the light switch.
And then he also wrote another book
called the truth detector, former FBI
agent, and this full credit to him.
He calls it the friendship formula.
All right.
So this is not mine.
This is Jack Schafer, author of
the light switch and author of.
Uh, the truth detector.
So as I, by the way, I read
this after I developed the
process that gonna be teaching.
And by the way, this exact process
is literally the backbone foundation
of my all-in-one sales training,
sales strategy, and sales system.
It's being used by thousands.
As we speak for storming retail.
It's a complete system Dr.
Close, and we'll get you on
this transition as quick as.
But I want to lay the foundation.
So the friendship formula context,
Jack Shaffer was an FBI agent was
tasked with spotting foreign spies in
the U S so guys from X country in the
U S in sending Intel back and his job
was to be friend to them and get them
to flip and start giving us Intel.
My reason I'm sharing that as context
wise within I'm about to lay out
when this begins to work for you.
If it can work for converting a
foreign spy, I'm pretty sure it'll
do pretty well door to door sales.
And in fact, we know it
has because of the results.
So number one is frequency.
Meaning how many times you see someone?
Number two is duration.
Number three, excuse me, let me backtrack.
I put these in the wrong.
Proximity my bad duration.
And then the fourth one is intensity.
Now I want to lay out what this means.
So Jack Shaffer, his job
spot foreign spies, right?
Get them to flip, start spying
on their own home country.
He would never have his
first interaction with.
Sitting down, go on a walk
and walk to a coffee shop.
And he started to do this by breaking
down by stopping by multiple times,
maybe it was at the spies place
of business or where they hang
out, he would be close to them.
So they'd see him in.
Uh, corner of their eye, he'd start
spending more and more time there.
And then the intensity is the emotional
connection, the emotional response that he
would elicit from the target in this case.
But how do we apply this
to roofing sales frequency?
This is how many times during the day.
If people see you once, are they
going to eagerly buy from you?
The answer is no.
And by the way, same thing, like if
you're running ads on Facebook or
Google or anything like that for leads,
homeowners are going to be like, oh,
a lead for a new roofing company.
I can't wait to buy from you.
What do they always say?
I see you everywhere.
We've seen your ads.
We've seen your trucks.
So frequency is how often
you're in the neighborhood.
Proximity, how close you are to that home.
You know, how is easier to sign the
neighbor than it is from seven blocks.
Closer the better duration for how
long, if you are one and done in
a neighborhood, Oop saw you once.
Low-frequency low proximity for low
period of time versus being in that
same neighborhood over and over
again for long periods of time.
Hey, I saw your truck in
the neighborhood all day.
I saw your crew here all day.
You've been in the neighborhood for weeks.
You've done multiple jobs and the
intensity is the level in which
the, in this case, the customer
or the neighborhood has had
some sort of emotional response.
Okay.
So this friendship formula, which I've
taught before, again, Jack Schafer, author
of the like swish and truth detector.
I read this and I'm like, this
is why this process works.
I didn't understand the
psychology behind it as much.
And now this was like, boom, this is why.
So let's talk about this.
We done our call door knocking
people, ask who the heck are you?
And what we want to do
instead is warm door knocking.
And here's what I mean by that.
I'm calling the owners and managers here.
When we make this shift, we now
have a service focused reason for
our visit in the neighborhood.
We have our reps that enjoy
what they do by the way.
This is the plan that most of the
reps who have interviewed on the
channel, who've been wicked successful,
like bill Sansom, who did 2.2
million in his first year at age 16.
Okay.
Coincidentally 60 was at 60 or 63 out of
73 homes in a single subdivision or guys
like Marshall, who flipped to this system.
He called it a breathing familiarity
and he ended up doing half a
million out of one neighborhood
in six weeks from switching to the
six weeks with two weeks vacation.
So when we follow this system,
and again, this is the, this
system is inside my program.
It changes not only.
The mindset of the rep, it increases
retention, increases performance,
and this is when people reach out to
they're actually having fun with it.
So what do we want to do again?
The fundamentals is we want to stay in
the same neighborhood, stay in the hood.
I'm just going to ride
her so I can write less.
Do you want to stay in that same
neighborhood over and over again?
And if you don't get
traction, that's okay.
We can come back another time.
So we're going to batch our
time in the neighborhood.
Okay.
Then we're going to leverage and
you'll I'll, I'll highlight this in a
second, but I'm laying the groundwork.
Leverage key touch.
Okay, why do, what do I
mean by key touch points?
These are triggers that allow
us to provide incredible
service to the customer.
That's the touch point while converting
that service into a sales opportunity.
All right.
So how does this work?
We want to again, stay in the neighborhood
and leverage those key touch points.
Last piece of groundwork.
The main thing is to.
Uh, strong.
Oops.
That's supposed to be a T strong habits.
Now I've studied habits
and habit forming behavior.
And the idea is that we have a
trigger that says we should do this.
Oftentimes triggers for us in our daily
life can be unhealthy for folks who,
uh, might enjoy a beer after work.
Oftentimes the, the ritual of
pouring yourself a cocktail
or, or grabbing a drink is.
S, you know, you hear it, you got
the foam and there's like this
ritual that indicates I'm done with
work, or I'm done with the day.
This is how I unwind and relax.
So that trigger is done with work.
The habit is going for a beverage, right?
Not a great habit to have.
Any other behavior, whether it's video
games or any other habits, we have
a trigger, meaning an instant that
says, boom, and then this happens.
So our mission is to
say, Hey, we're human.
This is how we go.
How do I use this to my advantage?
So the trigger of the strong habits, okay.
Focused by triggers are those key stages.
The first key stage is when
we sign a new customer.
Okay.
Meaning.
I signed a new customer.
I got ink.
Whether it's a contingency or
contract, then the job gets scheduled.
This is a trigger.
Right.
Job is scheduled.
Then we have installed day and
then we have when it's done.
And then when it's paid.
Okay.
And then I'm going to add in one more,
this is less of a trigger, but this,
oops, this is a new neighborhood.
This is more first in the neighborhood
or opening up a new neighborhood.
So outside of this, these
are the five triggers.
So we know to hold a team accountable
or yourself, when you sign a new car.
Do this, this and this, okay.
Job schedule do this, this and this.
And so they do this, this and this.
Okay.
When the job's done, meaning when
we're invoicing the homeowner or
the insurance company do this, this
and this, and then it's paid in
full we're back in the neighborhood.
So here's what this allows us to do.
This allows us.
And again, if you are using my all-in-one
sales training, sales strategy and sales
system, uh, I provide, and there's a
link in the description by the way.
Um, I'm just going to put this out there.
If you are interested and you want to chat
about this, there's our number, uh, 300.
Two two, two seventy one thirty three.
So that phone number you can
call or text or reach our office.
We can answer your questions, but the
V this flow, we have a habit, right?
The habit, meaning the trigger, which then
indicates we need to follow these steps.
And then we provide by the way,
The marketing battle pack, what to
use when and what to say, emails
to send the referral program.
When you get the insurance agent's
name, all those details are baked in
here and it becomes a full system,
but we're not talking about that.
Now we're talking about
warm door knocking.
So what happens when I mentioned that
kind of rewiring of your mind, you end
up being able to engage in these steps
from a service based approach, warm.
So the only time that we're doing
cold door knocking is when we're
brand new in a neighborhood.
And only up until the point where
we give, begin getting inspections,
then we can start referencing,
you know, Um, Who we talked to.
And by the way, I go in great detail in
one of the programs in that package called
a canvassing strategy, where I tell you
what to say, the sales strategy tells
you what to do and gives you all of it.
And the closing travel,
teach you how to close them.
But when we're brand new in a
neighborhood, this is the only
time it should be cold there.
Our first initial time, until we start
talking to someone, then we're going to.
To a warm approach for these.
So again, we have a service based
approach, the reason, Hey, the reason
I'm stopping by Peggy, just two doors
down, just chose us to do her roof.
And the reason I'm here is blank.
Then when the job's scheduled, Hey,
the reason I'm stopping by Peggy's,
roof's getting installed next week.
Hey, insole day.
Hey, the reason I'm stopped by Peggy's
roof, we're actually installing.
When it's done.
Hey, the reason I'm stopping by
it last week, we did Peggy's roof.
So the reason I'm breaking all
this down and by the way, these
two are virtually the same.
Um, we have more sales activities.
You're doing the jobs
done, but, uh, pitfall.
So that way, every time we're out there,
we are leveraging the friendship formula.
All right.
Frequency, proximity,
duration, and intensity.
We're there a lot.
We're a close by where
they're very frequently.
And then the intensity is the
relationships that we developed
and a gentleman that sold for us.
And he was LaMi by the way,
Lonnie, if you're watching this.
I love seeing what you're
doing with your own business.
Now it's killing it.
So Lonnie and I worked
this little neighbor.
And we went in there cold and we got
like nothing, absolutely nothing.
And there was no competition there.
It was like this fringe
area with an old storm date.
And there was like a new
storm that kind of hit.
And we knew if we could find something,
we crack it, them, we got nothing
rejected, rejected, rejected, and then
fast forward in, in six weeks we looked
60 homes and most of that was Lani.
I was managing at the
time and helping out.
In Lonnie kept hearing, no,
they need to get a roof done.
Then you get roofing siting down.
And if you go back to those houses
where they said no, and all these
nos, even three up to four, up to
even five nos he'd flip into yes.
When you, I wish I still had that
picture, but I vividly remember it
was like a four block perimeter.
You'd be sitting on the street
yard sign, yard, sign, yard,
sign, yard, sign, yard sign.
We just crushed it.
And it was because of leverage.
These touchpoints and leveraging the
principle of the friendship formula.
So your mission let's break this up.
Sales rep owner manager sales rep.
Your mission is to not go one and done.
Try to transition from cold door,
knocking as fast as you can do what we
call warm door knocking owners, managers.
Your job is to understand that it's
your, it's your responsibility to
give your team this path to one
rewiring their own internal dialogue
to helping increase retention.
In three, helping them feel confident
with their, with their work because
we're taking the service driven approach.
And then now all in, by the way,
um, I'm just curious what you guys
would, would guess, but, uh, how
many, how many sales touch points do
you think exist through this it's 25.
So in our program, we have each person,
each customer has an amazing experience.
It's part of our mission, but
each one of those touch points,
there's 25 sales opportunities.
For you to take advantage of from each
one, this is how those folks in the
channel dominated the neighborhood.
So your key takeaway is to transition from
cold door knocking to warm door knocking,
to have strong daily habits and to put
the friendship formula to work for you.
Now, if you're interested in the
program or you want to chat with.
You can call or text (303)
222-7133 program is called the
roofing sales success formula.
And there's a link in
the description as well.
We have packages available for individual
reps or entire teams, and those packages
for the teams include a whole bunch
like our recruiting training, our sales
leadership training, our role-play
training, and a management rollout guide
to help you implement everything you.
Following best practices of what
we learned from thousands of users
across the U S along with how to hold
your team accountable, how to easily
integrate it in a whole bunch more.
So, thanks for joining
me in today's video.
If you want more, just cause
our time here is about to run.
It doesn't mean you're in my time has to
jump into this playlist to ACE your pitch
at the door more on canvassing here, or
if you haven't yet done it, click here to
download a free copy of my pitch, like a
pro roofing sales training, video library.
And as always, if you have any
questions about products or
programs would be happy to help.
Thanks again.
We'll see you in the next.