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After serving THOUSANDS of roofing sales reps, I've discovered the TOP 5 sales skills that nearly all top earners have. Learn what these skills are so you can earn even more.
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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.
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1) Close even more roofing sales.
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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'm gonna teach you
the top five sales skills that I've
personally witnessed firsthand among
the top earners in roofing sales.
Now hey, welcome or welcome back.
My name's Adam Ben, the roof strategist,
and everything I do here on my channel
is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
And I've had a unique privilege
of supporting many, many.
Thousands of roofing sales reps.
In fact, we have many, many
thousands of active users in
every single state in the us.
We're both storm and retail, and I
am now traveling the country with
Owens Corning training in ev, all
of the unique different markets
in the US from coast to coast.
Literally last last week, I was in
Philadelphia to Pasadena, California.
I've been in, in la I'm, I'm headed to
Florida, Texas, Arkansas, Minnesota.
Kansas, Iowa, Illinois, Wisconsin,
it doesn't matter where you are.
These five sales skills are the
same threads that I see, whether
it's retail salespeople or storm
salespeople, or companies doing both.
And because I have so many videos out
there on the actual training and the
strategies, and in fact, I provide a
full system that, by the way, there's
a link in the description for that.
I just wanted to give.
The stuff that really isn't taught right?
People naturally quote unquote,
naturally develop this.
And I want to help you bypass that natural
learning curve to say, Hey, these are the
top five things that, that Adam has seen.
Maybe I should really fine tune
my skills in those certain areas.
So without further ado, let's
jump in starting with number one.
And by the way, in my opinion, this,
this sales skill heel will here will
carry you no matter what you're selling.
And that is seeing things from
your customer's perspective.
You've heard me mention
this in other video.
Close your eyes.
Imagine that you're at home.
It's Tuesday night, you finished
work early, you came home, you
had dinner with the family.
You guys just sat down on the couch to
enjoy some, an evening together, and
that's when you hear it and you turn,
you look and you, you look at your wife,
your girlfriend, your boyfriend, your
husband, the kids, and you're like, Hey.
Who's that?
Don't expect anybody.
So who is it?
And the next thing is you walk toward the
door and you, I wonder what they want.
Who is it?
What do they want?
Okay.
Now that I know what my customers
are experiencing, I can now approach
the door and I'm like one step ahead
cuz I know what they're thinking.
That my friend, is the best
sales skill for you to develop.
Seeing things from your
customer's perspective.
So get yourself outta your shoes and every
time you're gonna communicate or pitch,
don't think about what you wanna say.
Think about what you would want to
hear from your customer's perspective.
And I watch sales rep do this,
sales reps do this all the time.
Hey, I'm really sorry to bug you.
Uh, I hope the kids weren't sleeping.
You know, just being
polite, understanding, Hey,
I understand it's dinner.
I understand by the way, we're
gonna expand on this here, on how
we take this into communicating on
step number two, cuz I got a little
excited a little ahead of myself cause
I get so excited about this stuff.
And, and number two here is telling the
homeowner exactly what they're thinking.
So let me give you an example.
If I know, seeing things from
my customer's perspective that
the homeowner's thinking, Who
are you and what do you want?
I can open the door and play with
my, my, my, letting them know
why I'm there and saying, Hey, I
understand that you're probably.
Who the heck I am and why I'm stopping
by and I'll cut right to that.
Hey, my name's Adam.
The reason I'm stopping by
is I just left Peggy's house.
She chose us to do her roof cuz
her roof is is 25 years old.
It needed to get replaced.
This little windstorm that we had
come through, ripped off from shingles
we're actually helping her file a claim
in getting the roof approved by the
insurance so she doesn't have to come
out of pocket more than her deductible.
And while I was on a roof, I noticed
you had missing shingles too.
So there you have it, just telling the
homeowner exactly what they're thinking.
This can also be.
At times, and I'll give you two examples.
One for storm, one for retail.
We'll, we'll start on the storm side.
If the homeowner you're, you're
meeting for the very first time,
the deductible objection comes up.
You can say, Hey, Mr.
Homeowner, I know what
you're probably thinking.
You had an insurance claim.
You wanna keep the insurance on
one side, contractors on the other.
You wanna see what the insurance company
says and what they're willing to give you.
Then you wanna go out to a bunch
of roofers and get estimates and
you wanna say, Hey, can I get this
thing done and not have to pay my
deductible or better yet, pocket some.
Because isn't that exactly
what they're thinking?
And now you can use as an
opportunity to overcome.
But first we tell them
exactly what they're thinking.
Now let's talk retail price size.
Hey, you know what?
You guys are a bit more
than the next person.
Your, your estimate's too expensive.
What if I just said to them before
that it could even come up, Mr.
Homeowner?
By the way, I imagine doing this at the
very beginning of your appointment, which
is why I teach you to overcome the price
objection on retail or the deductible,
which is the price objection on storm.
And we do this at the very, very
beginning of the presentation when
you're following my car park system.
If you want details on that, you can click
the link in the description or if you can
text this word demo to and only just write
this number on the screen for you, you can
text the word demo, D E M o 2 3 0 3 2 2.
71 33 and we'll walk you
through it a little bit.
Okay?
So just text that if you're interested.
So on, on that note, when the, when
the homeowner is concerned about
price, the very beginning of your
appointment, which we teach in the
closing strategy, we can say, Mr.
Homeowner, listen, I understand
that you're shopping for estimates.
You're probably getting 1,
2, 3 estimates is my guess.
At minimum, you wanna see which contractor
you like, which one's reputable, see
who shows up on time, who gives you a
good feeling, But most importantly, you
wanna make sure you get a good value.
You definitely don't want.
Overpaying or feel like you're being
taken and chances are you're getting
estimates and looking at the dollar
amount of the estimate and figuring
out whether or not that one fits
your budget or feels right to you.
And many people want to go with
the lower of the estimates cuz you
think every roof's the same, which
is exactly what they're thinking.
Would you agree?
Yes or no?
Yes.
So there you have it telling the
homeowner exactly what they're thinking.
Then we can overcome.
Now, unfortunately, Mr.
Homeowner, many people do that, but here's
how they get duped, and then we shake
that out, which I teach the full system.
We don't have time for
that today in inside.
So again, telling the homeowner
what they're thinking.
Smart salespeople.
The top earning salespeople have developed
enough experience and practice thinking
like customers to be able to stay 1,
2, 3 steps ahead in sharing exactly
what the customer's thinking with them.
And it makes the customer feel heard,
understood, and they trust you.
It's phenomenal.
All right, number three, controlling
the conversation by asking questions.
Now in sales, the top sales
people have restraint.
There's two paths to take,
especially on an object.
I'll give you an example.
Say the price one, Hey,
you're too expensive.
You're more expensive
than the next person.
What most sales people wanna
do is they immediately shift
into explain it away mode.
Hey, you know what?
We have the better product,
better service, better warranty.
We're not gonna be the cheapest.
We're not willing to compromise quality.
And they explain, explain, explain.
But the top earners know that instead.
Explaining.
Whenever they have that impulse
to explain, they actually pause.
They take a step back.
They control the conversation by
asking a how or a what question.
How about the other estimate?
Excuse me.
What about the other estimate seem
more valuable to you than our estimate?
What about the other contractor
do you like more than us?
How do you know that the other roofer
is gonna do all the things that I've
listed when their estimate just says,
Remove and replace roof with a dollar.
How or what questions keep the
conversation going and allow the homeowner
to close the gap and literally sell
him or herself how or what questions.
Do not ask why questions.
Let me show you.
Why pretend that we're
having dinner together.
Hey, why are you wearing that shirt?
It doesn't feel very good does it feels
judgey like you're being judged, so
you don't want to ask why questions?
Why did you like the other
roof for more than me?
That implies that they're stupid, right?
We don't want them to feel that way,
so just ask how or what questions.
All right.
Number four is top earning salespeople
understand psychology and why people buy.
This takes time, practice, and experience.
By the way, I recommend that
you read this book called, um,
uh, Influenced by Robert Cini.
It's a must read.
Many salespeople who are watching
have probably already read it.
Those of you that didn't, um, do read it.
You can actually text the word.
I have our, my new recommended
reading list totally updated with
the top 82 books that I've ever read.
I read a lot and I've only
put the ones that I think are,
are actually worth reading.
For someone in roofing sales, and I've
broken them down in categories from
sales, communication, personal development
goals, and motivation, money management.
You name it, it's in there and if
you want it, you can just pop in
to the pitch, like a pro roofing
sales training video library.
We're updating all of our pages,
but you're gonna get access to our
brand new free training center.
My recommended reading list is
in there, and if you're on the.
On the move, you can just
text the word free, f r e e.
And again, I'll put that number up.
3 0 3 2 2 2 71 33.
Um, and then what we'll do is just
pop your link right back instantly.
You can just enter your name and
email and you'll get a login link.
You'll pop in and go check that out.
Robert Chino Dini's book is listed
in there under the sales side.
All right, so again, understanding
the sales psychology, why people
buy this takes time and experience.
And the psychology is, is why I.
Develop my sales system.
The car park formula in closing
is cuz it knocks down all
those right dominoes in order.
I teach it lightning fast.
So you'll get the whole team trained up or
yourself by the way of packages for reps
and owners in just nine and a half hours.
And, and that's not to close everything.
So in that sales system, I
take the mystery out of you
having to figure that out.
It's just like, follow this framework.
I know how and why people buy.
I'm gonna tell you exactly what
to say in what order to run that
presentation so you can close deals.
Which is why, uh, I.
He was my, my good friend Andrew, and his,
his sales rep, uh, Rome, by the way, Rome,
if you're watching man, I just, I love
that I get to talk about your success.
I'm proud as heck of you, man.
He's closing at 76%, mostly retail
at 21 years old, with no experience
in the industry following the system.
So top sales reps truly understand that
psychology, and instead of winging it or
talking their way through it, they really
know kind of what levers need to get
pulled and in what order to make the sale.
All right.
By the way, if you wanna learn how that
works, again, you can text the word demo.
Uh, there's a link in the description
as well for you just to click and, and
book a time, um, with a, with member of.
All right.
And that leads us to number five,
fearlessly keeping the conversation going.
And I want to talk about this because role
play is the best way to practice this.
We were just doing some
role play in, where were we?
Uh, Pasadena.
Pasadena, California.
No.
Where were we?
Philadelphia.
My apologies.
We're in Philadelphia and there's a, a
rep sitting in the front of the room.
This young guy volunteered for role
play and he was newer in the business.
I have never seen such smooth
transitions my entire life doing role.
training teams.
He had rehearsed and practiced so much.
He fearlessly kept that conversation
going, like, like butter
asking, tying this all together.
And I wanna show you
how he tied it together.
Number one is he, Told me as the
homeowner what I was thinking,
cuz he learned number, excuse me.
Number one is he understood
how I was thinking, seeing
things from my perspective.
He communicated to me throughout the
process, when I give him objections,
exactly why I gave that objection.
You think it's too expensive cuz
you're shopping for a fair price.
Right, right.
So super phenomenal.
Then he controlled the conversation.
By asking how or what questions to keep
it going instead of explaining it away.
And he understood the psychology
of why people buy knew exactly
when to mention social proof and
testimonials, using some urgency.
It was just phenomenal.
So fearlessly keeping that conversation
going specifically applies to the end of
a sales appointment when you hear those
comments like, Thanks for coming out.
We loved everything you shared.
We'll give you a few days, give
you a call in a few days if we're
interested, or thanks for coming out.
My wife and I got a chat about it.
We'll call you in a few days.
Being able to fearlessly lean into
that, overcome that objection and ask
questions to keep that conversation going.
Even if you're poor at closing, keeps
the conversation going for you to
get to the bottom of the truth and
understand you know, what that person
really needs in how you can communicate
your message to win the business.
So there you have it, the top five.
Sales skills that I see
among the top earners.
If you like this video in this format,
please do give it a thumbs up, drop a
comment, and, and the best compliment
seriously is to pay it forward.
Click that copy link to to your clipboard.
Share this in your Slack channel, your
WhatsApp, your GroupMe with a member
of your team to help everybody fine
tune these sales skills to earn even.
In roofing sales.
In doing so in a way that when you
actually do this and you're doing
this from a good place in your heart,
in your heart of hearts of service,
you're gonna connect more deeply
with customers and give them what
they need to feel comfortable and to
help position you as the best answer.
Cuz I hope that you truly are the
best person to win the business.
Do the work and stand behind it.
Hey, thanks for joining
me on today's video.
There are links in the des.
Everything that I mentioned, and if
you wanna continue with me, hop into
that free training center right here
by downloading the pitch, like a pro
roofing sales training via library,
or hang with me here on YouTube.
They think you're really gonna love this
video and I'll see you in the next one.