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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.
You have one thing holding back your
income in roofing sales, and this
applies to virtually every single
roofing salesperson out there.
And until you figure out how to
break through this one thing,
the cap on your income, you'll
forever be stuck at that point.
And this is not all doom and gloom.
Don't you worry, because in this
video I'm gonna be teaching you
how to calculate your actual worth.
What you, my friend, are
worth every single hour.
Unfortunately, this exercise
is shocking and for most folks
it's not shocking in a good way.
We end up looking at this number and
we're like, I thought it was like three
to four to even five times what I actually
wrote down on this piece of paper.
We're gonna be doing this exercise
here together, and then when we
see this for ourselves, we end
up feeling a little bad about it.
Which, by the way, I've been there.
I've done this myself.
I'll share that story in a moment.
But the good news is, is that when we
realize that the number one limiting
factor in sales, which teaser alert is
not your ability to sell, I repeat your
number one income factor is not sales.
It is my friend time and time and time.
In time.
It's that simple time.
Time is what holds us back.
Now for most folks, if we had all the time
in the world, we could make a bunch more
sales and a bunch more money, and there's
this fallacy in roofing sales like, oh
dude, I just made two grand in an hour.
No, you didn't.
Maybe you knocked doors for an hour.
You got a few nos.
You, you landed a yes, you made a sale.
The commission was two grand.
But what about the drive time?
What about all the time
you worked in the year?
Is that just $0 time, like
you're not getting paid.
So what we need to do is just
realistically look at how much
money we are actually able to earn
per hour based on all the hours
that we work in a day over a year.
And this is the first way that I
answer the question that comes up
at virtually every single speaking
event that I do when I have a full
day training event like I have with.
Owens corny in the last, I dunno, 40,
50 we've done just in, in recent time.
I started off by saying, Hey, what's
the one thing that you need to
leave from this event that's gonna
help you smash your income goal?
And one of the most common things
that comes up is time management.
And instead of me speaking up to time
management on its own, we start with
this exercise to help you figure out
what you're actually worth per hour.
I wanna share with you how I discovered
this and what it's done for me.
I remember back to one of my best years
in the roofing business and uh, my boss.
He bought me a 1991 Corvette CR one.
That was my Christmas bonus.
It was parked in our warehouse
and at this point I was the chief
operating officer of the company.
And, uh, he knew that 91 Corvette zero
one was like my dream car, fastest
production car made in its time.
We had a fantastic year.
My top line revenue was the best
that I'd ever done, and then I got
this awesome car on top of it and I
thought I was on top of the world.
I thought I was making
all this money per hour.
And then I sat down with a pen and
paper and I went through the exercise
that you and I are gonna do together.
And I looked at it and I was like,
oh gosh, that's not what I thought.
I basically have two full-time jobs
and what ended up being this like total
awakening moment was when I realized
that the top line revenue, although
important, is really not what's important.
What's important is your hourly
rate or your EHR effective hourly
rate, which we're gonna get to.
And the reason I say that is because at
the end of the day, if we keep chasing
more and more money, what do we do?
We keep working more and more and
more, and I found myself where I
worked more and more and more, but
my hourly rate actually reduced.
And when I shifted gears, instead
of trying to make more money, I
focused on my effective hourly rate.
That changed how I looked at my time.
It changed how I structured my days.
It made me become someone who was
like, Into reactive mode and like I'll
figure it out as we go to being hyper
planned, hyper-focused, laser dialed.
And when I ended up doing that, I ended
up cranking my income up, doubling it,
doubling it, doubling it, and doubling it.
Doubling it.
I think 3, 4, 5 times even
since then, if not more.
And the one focus I've always had
is my ehr, my effective hourly rate,
which we're gonna get into right now.
So grab pen, grab paper,
get your calculator out.
Let's rock and roll.
Alright, first quick, welcome.
Welcome back, Adam Besman here.
I'm the roof strategist and everything
I do here on my channel is designed to
help you smash your income goal and give
every customer an amazing experience.
And in order to smash your income
goal, you gotta know what your
effective hourly rate is, what you're
actually worth, and then how you can
move the needle by focusing on that
one number, not the top line number.
It's a little backwards in the thinking
process, but I promise it'll help.
So what we're gonna do,
grab your pen paper.
I'm gonna let you look
right over my shoulder.
We are gonna write down,
Effective hourly rate.
Okay.
E H R, effective hourly rate.
Right at the top.
Then what we do is we take a
look at our annual earned income.
So I'm gonna right at the top, and by
the way, I'm gonna do this in three
different variations on sample numbers.
Let's say, for example, I have earned
$100,000 in the last 12 months.
I'm gonna put on my last
12 months of income up top.
Then I'm gonna divide that by the
number of hours that I've worked
in a year, and I'm gonna give you a
little cheat code to estimating this.
It's important that you
modify these numbers to fit.
Your sales cycle in the market that you
work, in example, my friends in Minnesota,
you're not working 12 months a year.
You know, you're working up until
what, November and then you got pretty
much dead time until February, March.
I know that you're still working
here and there, but it's, is it safe
to say it's nowhere near the hours
that you were putting on the summer?
Meanwhile, my friends in like
Texas, Dallas, Texas, Louisiana,
Florida, you guys and gals are
generally working year round.
So let's assume that we all work 50 hours.
A week.
Is that safe?
I believe that's kind of conservative,
cuz to me 50 hours was kind of part-time.
So let's assume a 50 hour work week.
And for, for many of us it might be
closer to 60 cuz we're working Saturdays,
but let's just say 50 for right now.
Which by the way, would tip the
scales in your favor on the number
you're about to see 50 hours a week.
And let's assume that you're
working for 50 weeks outta the year.
There's 52 weeks in a year that gives you
two weeks off being closed for Christmas,
new Year's, uh, Thanksgiving, 4th of July,
Memorial Day, labor Day, things like that.
You know, any other time off vacations.
So 50 hours a week, times 50, working
weeks in a year is 2,500 hours.
So I'm going to take, and this is where
we're gonna discover your effective
hourly rate, your, your income that
you've earned that year, divided by 2,500.
And what you will see is that
your effective hourly rate,
drum roll is $40 an hour.
That's what you're actually earning.
Now, for many people that see
that you're gonna go, wait, what?
40 bucks an hour?
Thought it was way more than that.
Then if we add, let's say you
have 200,000 of income per year.
I'm just chicken scratching on top.
That number goes from 40 to $80 per
hour, 80 bucks an hour, and then when
you go up to 300, that number, that's
not 80, you're up to one 20 an hour.
Now what you can see is if you drop
the number of hours you work and you,
you focus on working as some people
say smarter, which really just means
more effective, so, Then you're gonna
watch that number go up even more.
So instead of just looking at your
top line revenue, you wanna look
at your effective hourly rate.
So do this right now.
Grab a pen and paper or grab your
calculator and write down how many, how
much you've earned the last 12 months,
divided by how many hours you've worked.
Again, I assumed, 50 hours a
week, times 50 weeks, you find
your effective hourly rate.
Now what you get to do is apply this
concept because if I did the classic.
In, in marketing, they called
the gun to the head approach.
Meaning if I put a a metaphorical gun
to your head, and I said, you have two
hours to make sales, you get to choose
any day of the week, any time window, but
you need to make a sale in not two hours.
When do you do it go?
And for most people, I hear five
to 7:00 PM on a weekday, or between
10 and noon, or sometimes like
it's noon to two on a Saturday.
So that's that time window.
So we have to then apply this
knowledge and say, okay, if
this is a clock, so there's 12.
Three, six, and nine.
All right.
We know that our most lucrative sales
time is right here, five to seven.
I'm gonna just put that in five to seven.
So right here is our most
lucrative time of the day.
This is income producing time.
I'm gonna put all my effort
into sales right here.
And what am I not doing?
I'm not answering phone calls
from friends and family.
I'm not responding to text messages.
I am not on Facebook.
I am not on Instagram.
I know that these two hours of
the day are the most valuable.
Times of the day, the most income
producing opportunities that I have.
So I'm gonna then start approaching my
effective hourly rate to say, all right,
well, in the mornings then is when I'm
gonna do catch up admin work, follow up,
submitting scopes, uh, paperwork, all
that stuff That doesn't make me any money.
And I'm gonna structure my day around
income, producing time for the sole
purpose of being more efficient and then
increasing my effective hourly rate.
So I'd love to hear from you,
and I know this is gonna be a
vulnerable one for many people.
When you found your effective hourly
rate, were you pleasantly surprised?
Thumbs up, or were you
unpleasantly surprised?
Thumbs down.
Drop it in the comment section below.
I know the first time that I did
this, I, I went a big thumbs down
and I was like, this is not good.
But again, by focusing on that
effective hourly rate, I, I, I, I
focused on the tactical execution.
Being more efficient and
planning my time better.
And today, the way I apply this is my
weeks are planned multiple weeks out.
I know exactly what I'm doing on
what days when, and I know in the
roofing space, like everything's
really reactive and fast, fast paced,
and sometimes we gotta be flexible.
But we plan ahead.
We structure our day and we cove
our time to know that if someone
is reaching out to you, and this
is, we're gonna go one step deeper.
Like your, your buddy.
That calls was gonna change your mind.
We're gonna end on this.
No.
All right.
You're not gonna answer the
phone cuz here's what it is.
If we know, let's make an assumption,
I'm gonna flip to a Freshie Freshie page.
We're on the assumption just
for for fun, that your effective
hourly rate is 40 bucks.
And again, I'm just gonna do those tiers.
We have 40, 80, and one 20.
Okay?
Divide that number by 60.
I'm not gonna do the math for it.
I want you to do it.
Why?
Because you just found that the
value of every single minute of
your time, the value of every single
minute of your time, which means.
When a friend calls, when someone pulls
you aside, when you get distracted,
they are putting their hand in their
pocket and robbing you of that money.
Oh, I just need just a minute.
Oh, I need just five minutes.
Just a quick five minute call.
Hey bud, do you want to ditch this day
and go fishing and drink some beer?
They're stealing from you.
You're, and you my
friend, are allowing it.
So when you know the value of every
minute of your time, which is one of the
reasons that I'm a nerd and I like wearing
a watch and I happen to just be a watch
nerd and I like nice watches, it is a
constant reminder of how precious time is.
Cuz the one thing that unites us all and
is the equal and level playing field.
So your effective hourly rate, and
then the value of every minute.
Does this change how you sell?
Does this change how you guard your time?
Does this change or will it change
how you use and manage your time?
I'd love to hear from you in
the comment section below.
My hope is that this refocus your
attention to be more efficient.
So you can smash your income goal and
give every customer an amazing experience.
And if you want help for you personally,
or if you're an owner or manager
with a team, I'd love to help you.
And my program, there's details in
the description below, can provide
every single salesperson on your team
with a daily sales plan that's built
around their cus their income goal.
So it's a custom.
Program and they're gonna answer that
in, and they're gonna say, I wanna
make this a much, I'm gonna tell 'em
exactly how many sales they need to
make, how many sales appointments they
need to make based on their close rate,
what they need to do each and every
day to generate those appointments.
Then I'm gonna give every member of
the team everything they need so you
can self-generate more leads without
forking over more money to marketing
agencies or relying on your company.
I'm gonna train everyone on the
team how to overcome objections
right there on the spot.
Uh, without the cat getting
your tongue or getting frozen.
And I'm gonna teach everybody
how to use my car park closing
formula to not only close deals
confidently in the house without
sounding sleazy, salesy, and pushy.
But I'm gonna give you an efficient plan
to not only leave that house with a signed
deal, but with a pocket full of referrals.
Because yes, we will be asking
for referrals in the beginning.
It's part of a process.
I include the referral
cheat sheet and more.
So if you wanna learn how we can
help you smash your income goal,
then text the word demo, D e M o.
To 3 0 3 2 2 2 71 33.
There's a link in the description as well
where you text demo to 3 0 3 2 2 2 71 33.
All right, my friend.
There you are.
Your effective hourly rate, what you
are actually worth and how you can move
that needle to make even more money.
Thanks for joining me on today's video.
If you like this video and you want
more subscribe, hit the thumbs up that
tells me to make more stuff like this.
And, uh, just cause we're about to wrap
up doesn't mean you're in my time, has to.
So click here to get in
my free training center.
No catch or stay on YouTube.
Hop into this video.
I'll see you in the next one.