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Most sales people's "plan" to make more? Outwork everyone else. Unfortunately, I've witnessed a lot of hard-working people starve. The secret to MASSIVE success is knowing the numbers. Here's what I believe every sales person should track in order to be successful.
Blog/Transcript: https://blog.theroofstrategist.com/roofing-sales-track-this-make-more-money/
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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 want to make more money and chances
are you're doing that by working harder,
working more, putting in better effort.
And X-ing well, guess what, what if I
told you, you could do it in a little bit
smarter way without overwhelming yourself
and believe me, I'm not a math guy.
And if you've been following along
on a channel you've seen, or maybe
dropped in the comments, all the math
errors that I've made, and you'll
notice by the way I don't do on the
fly math anymore, because it ends up
with me having to reshoot a video.
So in this video, I'm going to be sharing
with you how you can make more money.
By tracking these numbers or these KPIs.
And I want to say thank you to a YouTube
subscriber who dropped a comment saying,
Hey, what numbers should I be tracking?
What KPIs should I track?
I get overwhelmed by this stuff.
Well, guess what?
I'm going to simplify it.
And this video is really perfectly.
Everyone in roofing sales,
brand, new folks, joining
it, welcome to the industry.
By the way, I know there's quite
a few of you here along with,
let's say owners and managers.
These are the numbers that you want
to help hold your team accountable to
and get really clear so you can help
drive performance, uh, more on that and
a little bit, and then seasoned reps.
Uh, many of you are tuning in because.
You're sharp people.
You're looking to sharpen the sales
acts and find any competitive edge.
And you know that whether it's for me,
whether it's from someone else on YouTube
or reading a book or seeing a seminar,
listening to podcasts, all it takes is
that one little nugget that you grab.
And when you apply it, that's
the beauty of sales you apply.
We change what we do.
We change what we say.
And we started stroking ourselves
like five, 15, $20,000 a month,
bigger checks because of being
able to improve personally.
So I'm glad to have you here now.
KPIs stand for key performance indicators.
And I look at this a little bit
non-traditionally and it's engineered
in my mind and the way I've
practiced this is to get emotional
buy-in and also to fine tune.
The areas that I see are going to help.
Move the needle so we can do what we
all want to do, which is predictably
make good money, pretty simple.
And I can't wait to get to it.
Hey, welcome.
Or welcome back.
My name is Adam Hensman of
the re strategist, and I'm
really glad to have you here.
Everything I do here on
the YouTube channel and.
Is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
And we're going to start
doing that right now.
So making more money by tracking these
numbers, let's get to it first and
foremost, I want to talk with the simple
numbers because we got to start simpler
and then go a little bit more complex.
The first one is tracking your
average commission and by the
way, As silly as this may sound.
I ask people sometimes what's
your average commission.
Most people can even tell me.
In fact, I was just speaking at
an event and I looked to a table.
There's a team that was
multiple companies in the room.
I said, what's an average commission.
And the owner said, this guy just
made eight grand on his last sale.
And I said, that's great.
We've, we've all had those wins,
but we can't always project
and sales spiel those times.
Oh, well it's eight grand.
Usually the number we think it is.
Isn't right.
It's usually higher.
So what I'm talking about on an average
commission, All of your customers, okay.
That you've ever had with your income on
top income to item a number of customers.
There's your average commission.
Boom done.
All right.
Now, if you have these outliers, like
let's say you had a six figure commission
on a commercial property, you're an HOA.
Pull that one out.
You want to look at these from the
residential side or commercial side, by
knowing that average commission, you're
going to be able to reverse engineer some
plans, which we'll get to in a minute.
Next thing that you want to track.
Is your close rate.
And by the way, one last note on the
average commission, if you're new in the
industry, this is the easiest one to get
from speaking to other sales reps and
or the owner managers to figure out what
that average commission is close rate.
Alright, you want to know your close
rate and by the way, I hear numbers all
across the board from some of the largest
companies in America with a document.
27 ish percent close rate.
And I have other companies in smaller
markets that are less competitive than
have a documented 70 to 80% close rate.
And in fact, some of them up to
86% and I can't really give a
blanket cause it depends on whether
it's storm, whether it's really.
How competitive your market
is where your leads come from.
Are you knocking doors or are you,
uh, buying leads from telemarketers?
Because all of these will
have a different close rate.
And sometimes some of the bigger
companies, they have a lower close rate,
but they also have a way more diverse,
uh, avenues of, of generating leads.
So my best opinion, don't worry
about what other people do.
All you need to worry about is what you
do and how you can get better at doing
that and use yourself as the measure
is the base measurement, because it
doesn't matter if they're at 80% and
you're at 30, because if you're at 30
and you go to 40, you make a whole bunch
more money without changing much else.
If you're 30 and go to 60,
you just doubled in sales.
So don't worry about what other people
do, but you need to know your close rate.
And I want to define this real
quick, cause I hear it a lot.
Well, do I count this as a lead?
Do I count this?
If they decided to wait a lead?
Here's what.
If they're a qualified person,
meaning they have a roof that
could indeed get replaced, whether
it's from a retail and you ran the
sales appointment, it is a lead.
That's how I look at leads.
Did I show up at the house and could
they have possibly hired us and don't
give yourself, well, that's an exception
and that's an exception for the sake of.
There are laws of averages.
We just want to say, did I show up?
Were they qualified?
If so they count.
And then you can say out of 10
appointments, I close X amount.
There's your percentage.
All right.
Next number to track.
If you're knocking doors,
this is your knock to deal.
All right.
Now the reason that this number is
so important is this is going to
be the most unique to your market.
Uh, I have some folks and I, I
hate when I see people on the
internet for every five doors.
I knock, I get to say.
I got a, I got a call.
I gotta call nonsense on that.
The can that happen without a doubt?
In fact, I went out one of
the last companies I trained.
Uh, I remember we went out knocking
doors and I went from observing to
being the person, doing the training.
And I went three for three.
Now, can I expect that I'm going to
go three for three every single day.
Of course not.
There's going to be people, not home.
People that simply answer the door
and say, get the F off my property.
We always have rejection it's sales
now again, just because you can do
that many seasoned people, by the
way, I know once you're in that
neighborhood are going to do it.
That's not a blanket average.
Out of all the doors you knock,
whether they are home, not
home, don't answer kick you off.
You just need to have that metric.
How many doors did it take
me to knock to get a deal?
And all that matters is what that
number looks like for you in your
market, with your competition,
with the type of sale you're doing.
All right.
Paired with the close rate and the
average commission, you can see we're
shaping up to be able to develop a
true daily sales plan around this.
And speaking of S uh, in my program, the
roofing sales success formula, the first
thing that I help you or your team do
is to develop a daily daily sales plan.
And it has.
A hundred percent around your income goal.
So we can take your income goal, your
average commission, or your close
rate, and how many knocks per deal.
And I shared the metrics that have
worked for me and you get a daily plan.
So I can say, Hey, you want
to earn this amount of money.
I break it into a nine
month selling season.
And not only do I give you the obvious
things that anyone can reverse engineer,
but I can give you the metrics that
have worked for me and thousands of
others to say, this is what type of
sales activities you should be doing.
How many doors to knock letters, to
send letters, to leave cold calls,
to make all that stuff kind of.
Average touches to getting a
contact, to getting a deal.
So by managing this, whether you're
using my stuff or whether you're
generating your own, you can then
predictably change what you do.
Because if you know your close rate, I get
in front of more people, therefore more.
Right.
I know predictably.
If I'm at a 50% close rate and I get
in front of, uh, 10 more people per
month, I'm gonna get five more deals
that month predictable, same thing.
If I know how many knocks to a deal, I
can say, Hey, if I can get out and knock
X number of doors this weekend, I should
be able to generate this number of deals.
And again, predictability is.
What it is all about.
Now, I want to move a little bit
outside the norm on the next two.
And the next, uh, the next one
here is managing or documenting
your actual time worked.
Now, this is crazy.
I know you're like, but I'm in sales.
All that matters is my.
And I agree, but I've been guilty of this.
And I shared with this shared you this
before, um, I've spent significant
amounts of days doing these little
sprints where I track my time.
I run the stopwatch on the
watch and I say, all right, I'm
checking email and boom start.
And I go to.
Pause it record the time.
All right.
Now I'm making sales calls start goes, the
sales calls stopped, done non-responding
to social media comments go stop done.
And what I've found is that when
things get measured, they get managed.
And instead of getting those distractions,
because let's face it, if you're in.
Chances are you either have a
self-proclaimed add you've been diagnosed
add, or you suffer severely with ADHD.
This is why we're in sales.
It's so common.
Almost everyone I talked to and that's
one of the reasons I talk so fast.
All right.
Keep everyone's attention because I
teach the same way I need to be taught.
So when we start managing that
time, we begin to be away.
With awareness comes change.
So we begin to realize the leaks, the
Facebook, the Instagram, I don't have
Facebook or Instagram notifications.
I don't know when I get them.
Why?
Because I, I just, I want
to check them on my time.
Not when the dings go off.
All right.
So managing the time work you're going
to see, especially one more story.
I've been there too.
You get overwhelmed.
You end up saying.
Uh, I can go out and start my day, a
little later, a little later, where
you feel like you're working all this
money all this time, but you realize
that the busy-ness you have, maybe
you drop the kids at school, you ran
an errand, you felt like you were
working, but you're really getting
an oil change or fixing a flat tire.
So when we actually manage our
time worked, we get very clear on
where that time is going again.
Uh, really important to make sure
that you're putting your time into the
proper, which is, which is the next
category, the proper sales activities.
All right.
Now this is the last
category to, to monitor.
And why is that?
Let's get into this in the.
Program of mine, it's called
the complete sales strata.
It's the, the area where you're
going to get that daily sales plan.
You get the list, the daily plan
around the sales activities.
You need to be doing owners, managers
pay close attention because the first
thing that I teach in my sales leadership
training, it's a newer training.
That is part of the system now is to
simply ask a very basic question with.
Are you doing your sales activities every
day and sales per people, you can ask
yourself, am I doing the right activities?
And if you're not doing the activities
and you're not getting the results, what's
a smart person going to tell you, just
do the activities and remeasure it's
like, did you lose weight this week?
No.
Okay.
Did you stick to the meal plan?
No.
Did he stick to the workout routine?
No.
Alright.
Why would I tell you anything else?
Other than the obvious you're
not going to lose weight.
So you do this sales is no different.
So when you actually manage the activity,
How many doors you've knocked, how
many direct mail letters you've sent,
how many cold calls you make made?
How many, uh, uh, networking
events you've attended, how many
insurance agents or the customers
you serve, did you connect with now?
You can literally just track
this every week on a scorecard
and you can say, oh, I'm not.
On track to hit my income Lloyd
has got to do these things.
And likewise, this becomes the benchmark
owners and managers for coaching
your team for peak performance,
because sales is like a staircase
and we don't step skip steps.
We start here.
We end here every single person
sales business, same, by the
way, we get stuck on a step.
So all we need is the coach to learn how
to get our foot up to that next step.
It doesn't matter what happens up here.
Owners managers same
applies to you, salespeople.
If you're not getting the sale.
The first thing I do is do the
activities after that, then we can
work through what needs to happen.
So again, I want you to just start
tracking these numbers and start
thinking about these numbers.
What's an average commission.
What's my average close rate.
How many doors do I have
to knock to get a deal?
How much time am I actually working?
Don't count.
Drive around time.
Carwash time busy work.
That's not.
Okay.
If you had, if you had a salary job,
you're not doing that during business
hours, that's off business hours.
And then again, the last thing
is your sales activities.
Uh, if you're interested again,
I provide a lot of this to you.
I shouldn't say a lot of it.
I provide all of it to you, including
all the marketing material to use.
With the daily plan for you
and every member of the team.
And that's in the package called
the roofing sales success formula.
There's a link in the video
and podcast description.
And should you be
interested in learning more?
I invite you, you can call or text
our office at 3 0 3 2 2 2 71 33.
That's 3 0 3 2 2 2 71 33.
And again, by you tracking these numbers,
you as a salesperson are going to opt out.
Your day-to-day life.
You're going to have crystal clear
clarity on the path you need to take
to get to that income goal, because you
know how many roofs it's going to take?
You know, how many doors you
need to knock to get the deals?
You know, what your close rate
is, and it becomes predictable.
So now instead of just working hard
and hoping for the best, which is what
most people do in many people end up
quitting or leaving the industry because
they didn't make it instead of this.
You literally just have the plan.
Did I do it this week?
And this will help you fine tune and
continually optimize your performance.
And frankly, this is at the root
of all high performing team.
So thanks for being here with me
today and just because our time is
up, doesn't mean you're in my time.
Has to, if you haven't done it, click
here to download a free copy of my pitch.
Like a pro roofing sales training,
video library, to see every
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We'll see us.
It.