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Selling roofs? Telling homeowners their roof is damaged? STOP! The homeowner needs to tell us their roof is damaged. This is how you close more. How do we do that? Follow these steps.
P.S. This is just a teeny tiny piece of my in-home sales system. The system being used by THOUSANDS of reps across the US including some of the top 100 roofing companies in America.
Get the full training + sales system here (NOT found on YouTube): https://www.theroofstrategist.com/get-roofing-sales-success-formula
Questions About Products or Programs? Call/Text: 303-222-7133
“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.
Never ever, ever, for any reason ever tell
a homeowner that their roof is damaged?
And you're probably thinking,
Adam, you're a nutcase.
I do that all the time.
And by the way I did too.
But when you watch this video,
you're going to learn how to get the
homeowner to tell you that the roof
is damaged because let's be real.
My friend, when we are in door to
door sales, which most of us are
when we're dealing with storm damaged
roofs, whether it's hail, wind, or
hurricane, we're showing up on another.
People have no idea what we, who we are.
They don't know our company name.
And then we show up there,
we offer our free inspection.
We come down and we say, by the way,
your roof's in a lot of trouble.
You got all this damage.
You need to replace it.
They're like, uh, duh, do you mean
to tell me your door to door sales?
And you're showing up, offering
a free inspection in my roof is
damaged and you just so happen
to make money selling roofs.
Oh, I really trust you said no one ever.
So what we need to do is take a
step back in sales and realize
this fundamental principle.
And here it is, people don't buy things.
They don't.
And people need to take
ownership of their problems.
I want to give you an example.
If someone that you know, drinks too
much and you tell them all the time
you drink too much, you drink too much.
Well guess what does it mean that
they're going to stop drinking?
No.
When is it when they stopped?
It's when they say, I realize I
drink too much and have a problem.
And it's only at that point when
they've taken ownership of their
problem, that they then seek a
solution in change their behavior.
Likewise, with buying new things,
if you have someone show up,
you go to get an oil change.
Right.
And the oil chain shop is always
like, well, I got bad news for you.
I one need a cabin filter for sure.
If you don't get that cabin
filter change, you are.
Toxic terrible error.
Number two, you're going to
need an, a regular air filter.
Number three, your struts
are well beyond shot.
We're going to want to do
that, which means you're also
going to need in alignment.
And by the way, you probably
should get a coolant flush and a
transmission flush while you're
here, because you are reaching the
critical mileage on your vehicle.
And you're sitting there thinking
my vehicle doesn't smell.
I don't need a cabin filter.
It's running just fine.
It has 50,000 miles.
And you tell me everything's going to.
No, but if you experienced problems
with your steering, you're handling,
you're going to go in for service.
So again, I use that mechanic distrust
because most people don't trust the
mechanic at all, ever for any reason.
And it's because they always are trying
to make more money from us as people.
That we do in door to door sales.
So in this video, I'm going to
teach you how to get the homeowner
telling you the roof is damaged
because you never want to tell them
it's damaged before we get into it.
Welcome or welcome back.
My name is Adam Benjamin, the brief
strategist and everything I do here is
designed to help you smash your income
goal and give every customer an amazing.
And my real passion with this whole
roofing industry is that anyone,
regardless of your age, regardless of
your background, your education, how
much money you've made in the past,
it's an equal opportunity for us.
And the way that we earn more money in
this industry is by changing what we say.
Okay.
And I teach, and I don't, I don't want
to get too far down a rabbit hole here.
I teach that roofing sales is a
success formula, three things, the
B, which is who you are and who you
will become, or for owners, this is.
Getting the right people who are cut
out and only for the industry, but
for your company, that's the be doing
the right sales activities every day.
That's knocking doors, sending direct
mail letters, cold call referrals, you
name it, you follow the right plan.
You do the right sales activities.
And then the, say, you
say the right thing.
When you're pitching at the
door overcoming objections and
closing, boom, sky's the limit.
When all three pillars are strong growth.
That's how Cody, by the way,
shout out to Cody, he just
flew out to join me for dinner.
The other day, he's on pace for $20
million in his first year, get another
company to 5 million in their third year.
They're on pace for 20, got another
company that was doing about 1 million
on pace for four, four X growth.
Why?
Because they have all
three pillars shrunk.
And that's what has led to my all-in-one
sales training, sales strategy and sales.
Called the roofing sales success formula.
So if you're interested in that
for you or your team, there's a
link in the description, uh, to
the website, as well as our phone
number that you can call or text.
So part of this whole thing
is communicating clearly and
the beautiful part in roofing
sales, we change what we say.
We construct ourselves at
5, 10, 15, $20,000 per month
bonus from communicating well.
So one of the ways that we close
more deals is to get the homeowner
telling us that their roof is damaged.
They take ownership.
All right.
So how do we do that?
First things first, many of us are
working all my friends up north.
You guys are working hail that's like
we beg and most homeowners like what's
what storm are you talking about?
My roof is fine.
I remember vividly, by the way,
I'm curious if this happened to
you first roof I was ever on.
I remember looking down, I
got the classic adjuster.
I wish my, my framing on my shot.
I don't wanna get too far
down, hands on the knees.
Right.
And I'm looking down.
Is that hell no, that's not it.
So I just put no.
Oh, there's one.
All right, we'll just need nine more.
All right.
Is that some hill?
Nope.
No, that's not.
There we go.
That's another one.
And I'm sitting here with this adjuster.
Why in the world, is this
roof getting replaced?
It seems fine.
Now it took me awhile to learn why
the roof gets replaced, which is a
topic in a story for another time.
But the reason I'm sharing this with
you is I made the mistake of showing my
little finger pointing at a tiny little
black spot on a shingle in the homeowner's
like, seriously, that's what your point?
I don't understand.
They don't get it.
So for me to come down and say, oh,
your roof is just totaled, or maybe
it's a lifted shingle or crease.
They don't realize the significance
of that damage, the longterm
effects of that damage, the
compromise lifespan of that damage.
So what we need to do instead is
this, we need to do three things.
One why?
Oops.
I skipped it.
What storm damages?
Okay.
By the way, I do teach this for
retail on my program as well.
What storm damage is?
Oops, I forgot the word damage.
This is what happens
when you talk and right.
What storm damage is, why the
insurance company covers it and I'm
just gonna write Insco covers it.
And then the third
point is why homeowners?
Just like you do something about it.
Okay.
Why homeowners?
Just like you do something about it.
This is mission critical.
What storm damages, why the insurance
company covers it and why homeowners
just like you do something about it.
This is before I show them the photos.
Then now that I've explained,
I say, Hey, would you like to
see what your roof looks like?
And they say yes.
Now I have a great image queued up
that tells the story, and then I can
say, Hey, do you see what I'm saying?
And they say, yeah.
So what is it that you see?
And then they start
describing the damage to me.
They start telling me about
the problems on their roof.
And do you know what
happens at this point?
They take full ownership.
They've acknowledged that they have a
problem because let me ask you this.
Do you like being told what to do?
No said no one ever, no one
likes being told what to do.
So we give the homeowner the information
to come to the conclusion on their own.
This is exactly what I do in
my all-in-one sales training,
sales strategy and sales system.
You know, they say you can't, you know,
you can lead a horse to water, but you
can't make it drink my sales approach.
And this is just one tiny little snippet
of it is to guide the horse to water
while getting the horse really thirsty.
So when that water is right there,
It can't help, but look down
and go in for a lap and satiate
that can quench that thirst.
So by doing this, your homeowner
acknowledges the problem takes
ownership in the problem.
And most importantly, sees
your photos in the right.
Now I want to close with a story
to give you a perspective of this
strategy, which by the way, is
called framing in why it works true
story, by the way, I'm in college.
And I bought a bottle of 10 high whiskey.
Do you know what 10 high whiskey is?
Now?
If you're one of my friends
on the other side of.
Yes, I do.
I just want to say in advance, I'm sorry.
You do 10 high is basically grain alcohol.
It's really, it's not safe
for human consumption.
It's that bad.
We've all drank it.
Right.
And it, maybe it needs to be diluted
in something like a really sugary.
So here's the prank.
I'm in college.
I'm with a friend of mine and I'm like,
man, let's bring this to the party.
I poured it in a Mason jar or a jug
or glass jug, bring it to the party.
And we had this whole story.
So I walk up to these people.
I say, Hey, listen.
My uncle owns a small batch distillery
in Kentucky, and he made just a couple of
cases of this bourbon and it is amazing.
He shipped it to me.
This stuff is selling
for like $250 a bottle.
You got to try it.
And then people grab the jug, the
little glass jar, and they take a swig.
And I watched the just pure
disgust on their face, man.
That is delicious.
Wow.
How, because we used framing, we
told the story to manipulate how they
would interpret the experience and,
you know, who's amazing at doing.
Magicians, if you want some inspiration,
go watch the carbon RL effect.
I love watching that show because
this magician, Michael Carbonaro can
control the environment and lead up to
the big reveal or the trick that makes
so much sense in such a wow factor
because he built up to that moment.
He doesn't just go in and like,
say, Hey, look, I can make cards.
He draws you in and controls your
attention and creates the frame in
which you're going to experience the
big reveal of the magic trick in the
same thing, went with the whiskey.
I told them how to experience
it and what it was all about.
Now, if I said, Hey, try this, you
know, take a sip of the swill and I
hope you have something to chase it.
Right.
They're going to have that
consistent experience.
Now I know that's an extreme,
but it's really fun way to think
about the power of framing to tell
people what they're about to see.
This is what storm damage is, why the
insurance covers it and why homeowners
just like you do something about it.
Educate, educate, educate.
By the way I go through this in great
detail in my program, then would you
like to see what your roof looks like?
I show them, I say, Hey,
do you see what I think.
Tell me what you're seeing here.
They are now taking ownership
of it in this helps you close
more deals left and right.
Stupid, simple in wicked.
Powerful.
If you want to learn more
about my program, the roofing
sales success formula.
I have packages available for
individual reps or for teams.
All right.
You can visit the website.
There's a link in the description below,
or you can call or text our office.
Okay.
This will reach our.
And, um, we can answer any questions
you have or potentially set up a
time for private demo and you can
text or call 3 0 3 2 2 2 71 33, the
honor to chat with you now just cause
our time here is about to wrap up.
Doesn't mean that you are in my time,
needs to, so if you want to learn more
about closing, you should download a free
copy of, I pitched like a pro roofing
sales training, video library, and jumped
right into that section on closing and
binge to your heart's content and YouTube.
Thanks.
You're really going to like this one.
We'll see you soon.