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MYTH: Closing is how we end our presentation to win the sale.
BUSTED: 90% of the sale is won or lost in the first 10 minutes. Here's how.
Increase your close rate? https://www.theroofstrategist.com/get-roofing-sales-success-formula
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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.
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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 biggest closing myth of all
times is that closing happens
at the end of an appointment you
present, and then you close, right?
So naturally the easiest way to close
more deals is to focus on the end.
Right?
False.
In my opinion, this is the greatest
myth of sales in general, and especially
in roofing sales, because it is my
belief that 90% of the sale is one or.
In the first 10 minutes of your
appointment with that customer,
whether it's an inbound lead for
storm or retail, or whether it's a
self generated lead and your knocking
doors, those first 10 minutes of a
sale will make or break your close rate
far more than what you do at the end.
And if you don't believe me,
then stick around, cuz I'm
gonna prove it to you right now.
Hey, my name's Adam, the roof strategist,
and, uh, welcome or welcome back.
I'm really excited to have you here.
Everything that I do here on this YouTube
channel is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
And I've had the opportunity to
help thousands and thousands and
thousands of sales reps overcome the
same sales challenges that you're
likely going through right now.
So if you are new here, click the
subscribe button and smash that bell.
So you don't miss a thing and
I'd like to invite you to join.
With a little bit of a freebie.
I have what I call my pitch like a
pro roofing sales training V library.
It's all videos have ever
done organized by category.
And I'd like to send you a free copy.
You can get yours now at the roof,
strategist.com or by clicking the
link in the video description.
All right, let's get to this closing myth.
So I just made a pretty big claim.
The 90% of the sale is winner
lost in the first 10 minutes.
And I told you I was
gonna prove it to you.
So here it is.
Andrew is a salesperson.
He's actually the owner of a company.
Andrew has 20 years sales
experience, two decades, and he
bought my program to train his team.
But Andrew has gone through it two
to three times, and he's a member of
my pitch pro movement, where I work
together alongside other mentors to
provide ongoing coaching support and
an amazing community for us to grow
and perform at our highest level.
And in our call the other
day, Andrew chimed in to share
a victory, which we often.
And Andrew says to everybody, I just
got my first 100% close rate week.
I brought in $200,000 in
residential retail sales in a week.
Can you believe that now I
know what you're thinking.
I do.
You're saying a hundred
percent crazy unrealistic.
It's a lie.
It's a gimmick and it's unsustainable.
And I'm gonna tell you this.
It is true.
And I agree that it is a
hundred percent unsustainable.
So now that we have that outta
the way, no, one's gonna keep
a hundred percent close rate.
But the important thing is it's
possible, which leads to the
natural next question, which.
How, why, what did he change?
So I said, Andrew, share
with us, what did you change?
How did you get a hundred
percent close rate?
You have two decades of sales experience.
So Andrew's using the car park
formula that I teach in my program.
There's a link in the video
description, by the way, should you
be interested for yourself or your
team and Andrew focused on everything
leading up to the presentation?
So in my mind, we have the
first half, which is everything
leading up to the presentation.
The second half is the presentation.
And then again, at the end of
that presentation, we have our.
Now I ask Andrew what he changed
and he says, here's the funny thing.
I didn't change a thing
in my presentation.
I changed everything leading up to the
presentation and Matt, my friend is
how Andrew got a hundred percent close
rate that week, which is why I believe.
90% of the sale is won or
lost at the very beginning.
Now I have one more story for you
and if you don't believe me, this
story should push you over the edge.
Now I was hired and I'm under
an NDA, so I'm gonna be changing
the names of the company.
But I worked with this law firm.
Yes.
A law firm.
And I know I, wasn't a
big fan of lawyers myself.
But when I took a little break
from the roofing industry, I stayed
as a direct sales consultant.
I get hired by this law firm and my
job as a personal injury law firm
was to help them increase their
close rate of cases on the phone.
People would call up who needed their
services and I'd say, Hey, I can help you.
Close more deals.
So it's pretty high stakes.
The phone rings, it costs a lot of money.
I'm talking three to $800
to make that phone ring.
Every single lead is tracked.
So I begin listening to all of the
recorded calls and I kept noticing, by
the way, their close rate was about 76%.
Really good, but we know
we could make it better.
So we're at 76% and I'm listening to these
calls and at the very end of the call, I.
customer says, or the, the potential
new client as they call it in legal
world, he says, Hey, I'm interested,
but what is this gonna cost me?
Now I'm sitting here
thinking, listening to this.
I'm like, doesn't everybody know,
like it's a personal injury lawyer.
There's no fees unless you, unless
you win, like it's a contingency
lawyer, but people don't know that.
And some people who've
never heard it before.
They're afraid if you can't afford
a lawyer and you're calling one,
that's a big bill to get stuck with.
So I'm sitting here thinking, I say,
everyone's asking at the end of the
appointment, they're asking at the
end, this means that if that question's
in their mind, their ears are closed.
So it's just like when you were back in
school in math class, like I wasn't, or
maybe it was science or history and you
got stuck, like hand goes up, teacher.
I I'm stuck right there.
And then your ears close and nothing else
sinks, cuz you're stuck on this point.
And I realize this exactly.
What was happening to our callers.
So all I did was change one thing,
that big objection that happens at the
end, we slid right in the beginning
and I opened with, Hey, I just want
you to know this is a hundred percent
free consultation and there are no
fees unless we take your case and win.
Does that all make sense?
And they said yes, in that one
change with just a couple other
tiny tweaks, rocketed us up to a 90
to 100% close rate week over week.
90 to 100%.
And that deal, my friend
was one at the beginning.
So how does this apply to you?
Let's get to it.
The number one problem in the
roofing industry is that we
have a one track presentation.
Okay.
So this is a one track Prezi
I'm writing Prezi for short.
This stands for presentation, one
track presentation, meaning we sell
roof here's roof solution for you.
Now I want to ask you.
does one size fits all.
What about a storm claim?
There's four stages, right?
No claim partial payment,
denial check in hand.
And within those there's no claim.
What damage are you talking about, right?
Or, oh, thank God.
You're here.
Or partial payment.
Denial.
There's similarities, right?
No, our insurance was
outward good or I'm so angry.
Mine carrier denied my roof for was only
paying for repairs or they're sitting
on a check saying, gimme an estimate.
And in the retail side of
things, there's four reasons.
People replace the roof it's age.
And if it's lifespan a leak or an
active problem, cosmetic upgrade, they
got a, a new garage or an addition.
They wanna tie it all in, or they're
doing a remodel on the home, or
they're planning ahead for a life
event, meaning, Hey, we gotta replace
our roof in five to seven years.
So we're just wanting estimate so
we can budget financially little.
Do you know the price of roofing is
gonna double on the next five years
at today's rates, but that's just
conversation for a separate time.
So my point is we've got
storm, we've got retail.
We know that most every contractor out.
Needs to be able to sell both
and handle what comes in.
And we know that there's
different scenarios.
So will will a one track
presentation speak to that customer.
No, it won't.
So at the very beginning of the
presentation, we need to assess or
discover by either selling like a doctor.
That's one way to think of it, you
know, diagnose, prescribe, and then
give the solution and, or selling like
a detective by asking questions, to
identify where they are in the process.
So by assessing our customers'
needs, we can clearly understand
the problem that they.
The cause of that problem, the impact
or consequences of that problem
to then showcase our solution.
Because if we all just agreed that
there's four different scenarios,
technically seven, if you count the
different mindsets on storm in four
for retail, is it the same problem?
No.
And what do people.
Buy, they buy solutions
to problems they have.
So by spending more time in the beginning,
we're able to assess or identify exactly
what's going on with the customer.
So you can say we do all these
amazing things for you, but all
you need to do is pick and grab the
key parts of your presentation that
say you're dealing with this, Mr.
Mr homeowner, this is all that matters.
Piece 1, 2, 5, and seven boom.
Plug in.
Boom.
Good to go.
Now all you're doing is selling
to what they need to hear.
It is amazing what happens.
So the way that you can increase your
close rate the most is by properly
assessing where that customer's at.
So you can custom tailor
your presentation.
To fit their needs to fit their
needs, to solve their problem and
make it feel like a totally customized
solution made just for them.
Now, I teach you this entire system
inside the roofing sales success formula.
There's a link in the
video description below.
Happy to do a demo for you.
And if you have any questions
you can call or text our team
here at 3 0 3, 2 2, 2 71 33.
Now the next thing that I wanna focus on.
Is after the assessment, we need
to do the most important part,
which is getting that homeowner to
take ownership of their problem.
We don't wanna tell them
you've got a problem.
We need them to own their problem.
Once we assess the situation and know
what's going on, we need to dive really
deep again, by either selling like
a doctor or assessing a situation to
really connect with the impact that
that problem's gonna have on the home.
Before we then present.
And the last thing that I'm gonna
share with you is this, there are
three dominoes that we must knock down
in order in order to get the sale.
Those go in this order, which
is first, we must develop an
unshakable trust with the homeowner.
This is rapport, and again,
connecting on human level, but trust
doesn't win business all the time.
The next one is need, this person
needs to need a new roof and
need your services to do it.
So this is where that
homeowner is going to.
CRE, excuse me, uh, connect with this
desire to say, I need a new roof because
I just saw the, the condition of my roof.
So again, if you didn't watch it,
watch this video up here, it says
never, ever, ever tell a homeowner.
The roof is damaged, works
for storm and retail.
Click this card, watch that video.
It's gonna go really deep into
how to get the homeowner, taking
ownership of their problem and
describing the roof damage to you.
So we can maintain this trust.
Then we have the money.
And I'll tell you in my presentation,
I'm gonna overcome the deductible or
price objection before we even present.
So we've knocked down the three dominoes
that we must knock down in order, in
order to get to this, to get to this
sale right away before we even present.
Do you see now how 90% of the sale is
one or lost in the first 10 minutes?
Closing is a good thing.
We need to do it, but the real closer.
Are great openers because you
can assess what's going on.
Get that homeowner to own the
problem that they're having.
And then again, overcome that money
issue before you even present.
And by doing this, you can lift your
clothes rate substantially your key
takeaway, my friend, ask more questions.
Where are you in the process?
Why am I out here today?
How many estimates have you.
then we can dive deeper into their exact
problem to provide the perfect solution.
And remember to watch that video, you need
them to take ownership of that problem.
So thanks for joining me in today's video.
And if you like this video and
you want more, then hop into
this playlist, I'm closing and
let's close some deals together.
And if you haven't done a click right
here to get a free copy, my pitch like a
pro roofing sales training video library,
and it'll see very soon on the next one.