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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.
Cat's outta the bag.
The new roof with solar sales
system has been released.
And yes, I'm talking solar and
in today's video I wanna get
into the three solar sales fails.
These are the three biggest problems
that I've seen firsthand from not only.
Roofing salespeople who are learning to
sell solar, but from company owners who
have tried to go down that road, and
either one of two things has happened.
Path number one is want to go
down it, but they're overwhelmed,
don't really know where to turn.
And path number two is those that have
gone down that road and stumbled upon
struggles and obstacles and not as
much traction as they were hoping for.
Now, I do realize as we get through
these three solar sales fails that there
will be people watching and tuning in.
Or listening to the podcast saying,
Adam, but that didn't apply to me.
We did that and we were successful.
And I know that this happens,
but it is not common.
So I invite conversation in
the comment section below.
But in this video I really wanna
get into the three biggest pitfalls
that I see, the three reasons that
people aren't succeeding when it
comes to specifically adding solar.
To their roofing business.
So my solar friends who are just selling
solar, this does not apply to you.
This applies to the roofing company
learning to, or who has adopted solar
as part of their service offering.
So let's get to it.
First, a quick welcome or welcome back.
Adam Besman here, 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 it took me many years to get
into solar, and the reason for
that, which I shared in my What's
New in 2023 video, is that my very
own mother got taken advantage of
on a solar deal and fast version.
Is this.
The company that sold her, the
system made all these grand
promises that didn't come true.
She had two hailstorms in the span
of a year, and on the second time
they put that system on, it doesn't
work anymore, which means there were
77 0 holes in her brand new roof.
For the second time, the panels
have then needed to be removed,
leaving 77 0 holes on her roof and.
Gosh knows how long she's been
paying for her solar system, which is
producing zero electricity on top of
her electric bill, and she's roped into
this massively long term commitment,
paying for both, has a not working
system dealing with legal battles and
had to replace her roof out of pocket.
So she has been completely
taken advantage of that.
And I sat through some solar sales
presentations and I really didn't
like the way that they made me feel.
I didn't think that they were
super truthful and I felt that
they were a little kitchy.
And for those reasons, I
really resisted solar until.
Recently when I realized that
the main problem is this keyword,
which is and roof and solar.
And the reality is, as a roofing company,
in my opinion, and from my experience and
observation, the companies that are most
successful roofing companies adopting
solar, it's a with model roof, with solar.
And that's what led to me developing
the roof with solar sales system with
my partner Cody, over the last gosh.
Year or so doing some pilot tests with
companies across America and working
with members of the Pitch Pro Movement.
And it is now available the full business
in a box, and you can check the link in
the description or text the word demo
to 3 0 3 2 2 2 71 33 to learn more.
So in this video, whether you
decide to sell solar or not does
not matter Whether you're doing
it and successful does not matter.
If you've thought about it.
This video is going to help you.
Bypass a lot of the mistakes
and learning curves.
So let's get through them.
And I'm gonna go through these.
This is not any, uh, particular
order, but the number one problem
in failure point is confusion.
Okay?
Now, what do I mean by confusion?
What I mean here is confusion
in the mind of the homeowner.
Now the reality is that the solar sale
is a bit more complex than the roof sale.
And when it comes to working
with homeowners, if I.
Too soon and talk about this roof
with solar or doing all of this work.
The minute that the homeowner hears
that, they just get fearful and
they see dollar signs and they don't
understand the mechanisms of why it's
so affordable, why the investment makes
sense, and where the ROI is calculated.
They just think roof and solar is
wildly expensive and they, they
don't understand the tax credit.
They don't understand the solar
financing vessels and how grouping
that roof with solar combo together can
often, especially on the retail side.
Make it cheaper to go roof with
solar than it is to do just a roof.
And when we compare the roof on
certain financing vessels, plus
their electric utility bill, compared
then to a roof with solar combo.
Often, more often than not, that roof with
solar combo month to month when financed
retail roof versus roof with solar.
Becomes the same price or even cheaper
by up to a few hundred dollars a month.
Again, factoring in roof
with electric bill versus the
roof with solar financed and.
In doing so, the homeowner now
sees that this is a higher value.
It saves them money.
It's the best time to do solar.
And what this means for you is
on average that $20,000 roof
turn into a $60,000 ticket value.
Again, average solar system roughly
for this conversation at 40,000.
And it's about how we time that ask
to sell the system and what I've seen.
is that many people get that wrong.
In fact, one of the companies I rolled
this training out in person had been
trained on solar roofing salesperson.
He goes, that's why we struggled
so much, is bringing this
whole roof solar thing up.
People don't know when to do it.
Salespeople lead with it and it
leads to confusion and overwhelm on
the homeowners and instantly you're
getting these like cornered cat-like
objections of that's way too much money.
Why would I do solar?
I don't understand.
You guys are a roofing
company or a solar company?
No, we do both In this confus.
There's a saying in sales,
when you confuse, you lose.
And many companies that are adopting
solar, it's the new shiny object,
and we're trying to get in as much as
we can from it and, and make sales.
And it's a new thing we can sell
with really big commissions,
and it leads to confusion.
So there you have it pitfall.
The, one of the, the solar sales
fails is leading to confusion.
Confusion means lack of saying, hearing.
Yes.
Lack of getting that business.
All right.
Number two reason that
people fail, fail is this.
They don't know what to sell.
They don't know what to sell.
Now, this started to happen to me
because I would get messages, dms,
by the way, I know my handwriting's
like a doctor, but I'm not one.
I'm in roofing Sales.
Sales reps would reach out
to me and they'd say, Adam,
I'm going knocking today.
Should I sell solar or should
I go leading with the roof?
And that question, right?
Is very well tied into problem
number one on confusion.
If a salesperson doesn't know what
to sell, that is a massive problem.
And in, in, at the end of the day,
you're in roofing sales if you're
watching this channel, most likely.
And that means that you're
really good at selling roofs.
So in the system that Cody and I have,
Optimized and tested and, and developed.
They actually did that reversal
order, developed, optimized, and
tested, developed, tested, optimized.
We had so much fun figuring out
the, the ripest moment, the exact
moment that homeowners would be the
most receptive to hearing solar.
It takes restraint to keep
it out of the picture.
But in our system, we lead
with the roof and we actually
look at solar as an add-on.
So we're not going out trying to sell
solar, and what this ends up doing,
owners managers pay close attention.
Okay?
Pay close attention to this.
What this means is that you have
a whole separate sales process for
solar, which is a whole separate.
Training for solar, which is a
whole separate ops, which is a whole
separate marketing, a whole separate
legion, and you end up having to
compete in that world, which I'm gonna
talk about here in just a minute.
And instead, what we've done is do
a roof with solar system to view
the solar is an add-on with the
roof to bring those two together.
So the entire roofing team now just
sticks to what they're doing and says,
Hey, we sell roofs, we sell roofs, we
get the yes to the roof, we time the ass.
We know when to bring up solar.
we have the actual presentation.
We learn how to then shift to canvassing
the neighborhood and and dominating
the neighborhood using that multi-touch
marketing approach with these combo deals.
Cuz now we've got credibility and
we do so in a way where we overcome
their huge objections up front,
which is this sounds too good to
be true and it's too expensive.
So not knowing what to
sell or what to lead with.
This problem gets solved with
a cohesive training to get
the team selling the roofs.
And now all it is, is an
adjunct training to bolt in and
say, now is how we add solar.
To our roofs, and in doing it this way,
it eliminates the confusion from the sales
rep and it eliminates the confusion from
the homeowner, and it's most importantly,
simplifies all of the operations and
allows every single team member to have a
tool at their disposal to turn a $20,000
roof into a $60,000 ticket, which.
Three times as much.
And imagine if you could have, you
know, your entire sales team doing
that and getting yes on one in
every two or one in every three,
even if it's one in every four.
You have substantial growth without adding
new sales people, hiring new people, or
opening up a whole new marketing channel.
All right, so those are the two first
reasons, and these are again, focused
first on the customer, then the sales rep.
Now the third reason is, Back to what
I was sharing before is companies
running it as a separate division, and
I know that there are organizations
who are very successful doing this.
There are a few, but what many roofing
companies that I've seen kind of
put that excitement, that the get
the excited blinders, you know, the.
Where you see something really cool
and, and you don't really expand your
view to take in the whole picture.
And here's what happens.
We say, Hey, we're roofing company.
We're gonna add solar.
But what many owners don't realize
is how much they're biting off.
They're biting off.
It's not adding.
Solar.
It's literally teeing up an entirely
separate company, separate business, okay?
Separate insurance, separate
marketing channels, separate
sales system and processes.
Separate inside sales system, separate
ops, and what ends up happening is, Now
your competitive edge gets diluted because
now you're competing in both landscapes.
You're a roofing company, and now
you've got the solar division.
But the solar division is now competing
against other solar companies, which
is one of the most expensive spaces
to play in, where some companies that
are developing inbound leads in the
solar space are spending two to $3,000.
And more.
I believe the last time I spoke
with someone I heard up to 3,600,
so I'm gonna rhyme that down to 2000
to $3,500 to acquire a customer.
Customer acquisition cost.
Okay.
That's a lot of money
when you compare that to.
Roofing companies, many roofing companies,
their acquisition costs go as low into
the hundreds of dollars, two 50 to 300
and up to, let's say 15, 1600, which
again, is on the high end, but many
are in that range of 400 to 750 bucks,
which means instead of competing in the
solar landscape trying to get in where
all these people are throwing crazy,
We stick to what we're really good at
and we optimize our channels to bring
in more roofs, which we can get at a
third of the price, but then still add
that solar system onto it without having
to build that second division, without
having to rebrand everything and start
generating a new pipeline of leads.
We pour gasoline on the fire that's
already burning, and it allows us to not
only solve these three biggest pitfalls
that I've seen, it allows us to provide
the solar system that I think we can all
agree is the absolute very best time to
go solar, which is with a brand new roof.
And doing so by leveraging the
solar financing vessels for the
roofing component to make everyth.
More affordable.
And of course on the insurance side of
things, when we're dealing with hail
claims, it opens up an entirely different
can of worms when it comes to value prop
and why a homeowner would want to do that.
And we go through all of that in great
detail in our brand new roof with
solar sales system, which you can.
Learn about by clicking the link
in the description, it'll say roof
with solar sales, or you can text
the word demo to 3 0 3 2 2 2 71 33.
And just a quick shout out for all of
my existing customers who are using
our training to train your team.
Please know that you get a very, very
steep discount because the solar sales
system that that I've developed works
alongside the roofing sales system.
So it all comes together
so everything makes sense.
We're leading with the roof.
We know when this plugs in, how we plug
in the new direct mail letters and the
new door hanger letters that we've been.
That you have access to the new
sales system, the presentation,
everything, so it all comes together.
So if you are an existing customer,
please let us know during your demo and
we will get you a discount, uh, available
exclusively to our existing customers.
So there you have it.
The three main sales fails when it
comes to roofing companies going solar.
Did I miss one?
I wanna hear from you.
Drop a comment below, agree, disagree.
Let's have a conversation about it in
a way where we can all learn together.
Cuz the truth is my friends,
I do not have all the answers.
And the more that I learn, the
more I realize I have yet to learn.
And I love learning from people
who've been in the industry that
are brand new training and events
in person with these brilliant ideas
cuz they're not too close to it.
And I love that.
And that's what I love about having you
here is the community that's being built
and the open sharing and collaboration.
To all level up and make ourselves
better and support each other.
So super appreciate you being
here now, just cuz our time
here is about to wrap up.
Doesn't mean you are in my time, have to.
So if you're interested in the program,
click in the link in the description or
text the word demo to 3 0 3 2 2 2 71 33.
And if you want more of these videos,
jump into our new free training center
or right here and hang with me on
YouTube and jump into this video right
here and I'll see you in the next one.