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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.
What if I told you that you should
not have a daily sales goal?
You might think, Adam, you're crazy.
I mean, after all, the tagline on every
single video you produce is to help you
and your team smash your income goal.
So how can you smash an income goal
without having a daily sales goal?
It sounds absolutely ludicrous.
It sounds completely counterintuitive,
but for me it has worked
incredibly well this shift.
From a daily sales goal to doing
this instead has helped me optimize
my performance, get even better,
and make more sales, and I hope
it's able to do the same for you.
Now, you may agree or disagree.
But I invite you to join me all
the way till the end so you can
make that decision for yourself.
And then share your feelings and
reactions in the comments section below.
Now, before we get to it, a quick
welcome or welcome back, Adam
Besman here, the roof strategist.
And as I shared before, everything that
I do here is designed to help you and
your team smash your income goal and give
every customer an amazing experience.
And we talk about smashing goals, and
then I share with you to not set a goal.
But they said set a sales goal.
How does this all make sense?
Well, I'm gonna dive into all that and
more right before we get to today's video.
If you like this video and you
want more, I invite you to join me
inside our new free training center.
In there I've got a our pitch, like a
pro roofing sales training video library.
Our roof claims crash course to teach
you the fundamentals of what you need
to know to sell storm damage roofs.
We've got my recommended reading
list to the top 87 or so books at
the moment, organized by category for
those continual learners out there.
It's got my 10 closing techniques for
every situation and a whole bunch more,
and you can get in right now for free.
There's no catch.
You can either click the link
in the description or text the
word free to 3 0 3 2 2 2 71 33.
That's free to 3 0 3 2 2.
71 33.
Alright, let's get to it.
So why did I say that we shouldn't
have a sales goal each and every day?
And I'll share with you why
has this happened to you?
Have you ever written a sales goal?
I will make two sales today
and you end up with zero.
It's happened to me.
And then the next day
I have the same goal.
Today I will get two
sales or whatever the.
And then sometimes I fall short.
Sometimes I might exceed it, but there's
oftentimes that if we don't hit that
goal, we just set it for the next one.
And then what's that same goal?
I will get two Goal two sales today, and
I started seeing this within our own team.
See, we run our company on an internal
chat, and I was inspired by Cody Lands of
fellow mentor in the Pitch Pro movement.
Who runs what he calls a wig, a
wildly important goal for the day.
And it's in fact exactly what we do now.
And I learned it from him.
He was kind enough to get me added
to his team chat to learn it.
And now it is a, a fundamental core
of how everyone on our team starts the
day by typing in that group chat, their
wildly important goal for the day.
And I kept seeing the, the, the, the goal.
I will get X number of sales per day.
Some days we blew it
outta the water and some.
We didn't.
And I kept wondering, well, how
is this gonna help our team grow?
How can we continually improve
our performance if we're
not hitting a sales goal?
And I began diving deeper and deeper
into stoic philosophy, understanding
that we can't control outcomes yet here
we are, and I've been guilty of the
setting goals that are outcome-based.
So I wanna repeat that.
Setting goals that are outcome-based.
An outcome, can you control an.
. No.
Can you control whether or
not someone buys from you?
No.
All you can control is how you run the
sale, how you educate the customer.
How you present your photos to get them to
tell you that their roof's all messed up.
So they buy into their problem,
they own their problem, and
they're more likely to take action.
What you can control is how
you overcome those objections.
What you can control is how
you ask for the business.
So what you're starting likely to
start seeing now is that whether or
not someone buys from you is 100%
out of your control and my control.
And I know you might challenge
that a little bit, but, but.
Think about it, you and I can't
force someone to buy anything.
It's just not how the world works.
So therefore, in outcome based
goal, like I've made one or maybe
two sales, today is my goal.
We absolutely can't control.
So what ends up happening is we set
that target and then it becomes a wish.
We're like, I wish to get too two
sales, and then we don't get it.
So then, well, tomorrow I wish to get two.
. So this my friend, is why I say that
setting a sales goal each and every day
is not as helpful as I think it could be.
And instead, I pose this to
you, what can you control?
I want you to ask yourself this
question when it comes to selling
in the home or selling when I'm out
knocking doors, or if I'm canvassing a.
What can I actually control?
You can control your energy, your
enthusiasm, your body language.
You can control what you say, how
you pitch, how you communicate,
how you overcome objections.
So what if instead of writing a goal that
was about an outcome, like making a sale,
which you have absolutely no control
over, instead you set a goal that you.
100% control over, and not only would
you get 100% control of that goal, the
outcome of those activities or that
clear focus or that clear practice
would likely lead to more sales.
Would you agree that that might be an even
more effective way to write a daily goal?
. Yeah, I think so too.
And it's a big shift that I've had
recently and I wanna share with
you how, how Matt and I and our
team have, have navigated this.
Matt was writing those sales goals in
our, in our group chat on our wigs, and I
said, Matt, I really see this opportunity
to help you increase your close rate.
Because what we can do is find ways to do
that because I've found myself personally,
let me know if you agree with this.
If we just work really hard
on getting better, we don't
really have a clear focus.
We're just working hard aimlessly
in hopes that we'll improve.
But instead, if we got laser
focused about how we could improve
our sales performance, then we
have a clear plan of attack each
and every day to make more sales.
Let me give you an example.
When I was listening to some of Matt's
calls, I kept finding that at the end of
an appointment if there was objections or
questions, I felt like we could discover
a bit more about what that person wants
to learn or understand or where they
are in that decision making process.
And I absolutely do not want people
to feel high pressure, but it is
important for me to be persistent.
It's important for us as an
organization to understand
your needs to better serve you.
And sometimes when people give you
an objection, it's simply cuz they
have questions that they didn't
even know they had, and that's
why they don't wanna move forward.
So instead I said, Matt, how about.
What I want to do is to do an after
action report, meaning you're gonna
write down what you did really well.
We always start there with the.
Then I want you to write what
you could do better next time.
So as we learn to self-reflect,
to look back upon ourselves,
say, Hey, you know what?
In that appointment, I really didn't
spend much time at the beginning
asking the right questions.
Like, oh, okay, so that one thing that we
can do better now gets turned into a plan.
So that one thing, Hey,
I can do better at this.
Turns into a plan of every
single sales appointment I.
I am now gonna spend more time
in the beginning in what we call
discovery, asking those questions
like, where are you at in the process?
What's the problem with your roof?
Why did you call our company?
How many estimates have you received?
And when I now have that daily goal to
practice, On every appointment, I'm gonna
spend at least x number of minutes or ask
X number of questions on the discovery.
Now, instead of focusing on I wanna make
a sale, we now know this is the best
and strongest thing for me to focus on.
And that's the one thing
that I can indeed control.
And if I do a really good job at this,
the outcome which I cannot control
will often be driving more sales.
So there you.
I changed my mind on this from having a
daily sales goal that was outcome based to
having this revelation, this discovery of
I absolutely cannot control the outcome.
So instead of having that daily goal
built around a number of sales, I want
my daily goal to be built around the
one thing that I can control that by
doing so, will result in more sales.
When we rinse and repeat this
process of a weekly after action
report, listing out what you did.
Then listing out what you could do better,
identifying what we call the low hanging
fruit, the easiest thing that you can
improve upon to start making more sales.
Example, asking more questions in
the beginning, or maybe for you, it's
leaning into objections at the end.
Maybe you can try a challenge of.
Like I shared in my previous video
earlier this month, the three X
rule, to overcome those objections
by asking questions three times.
So once you find what you can
do better, we turn it into a
plan that becomes the goal.
So you can stay laser focused, develop
self-awareness, and continually fine
tune your sales skills while at the
end of the day making more sales.
So now that you've seen this video
all the way to the end, I'd love to
hear from you in the common section.
Agree or disagree?
Are daily sales goals good and helpful,
or is it better to have a goal about
something that you can actually control?
I'd love to hear from you.
As always, life sales business is an ever
evolving landscape of continual learning,
and I love to challenge my own viewpoints.
Now, as you type up your comment
in the comment section below, I
just want to air out one thing.
This doesn't mean that I'm not a big.
Of having a sales target.
Those targets are how we
build the plan backwards.
But I do really want to encourage
you, skip the daily sales goal.
Focus on the plan.
This my friend, is how you coach
yourself to become your own mentor, to
optimize your sales performance, and
then make even more sales along the way.
All right, listen, that's all I got
for you for this video, but just cuz
our time here is about to wrap up.
Doesn't mean you're in my time, has to.
So I got a few options for you.
Okay.
Option number.
If you're someone who might be looking
for sales training for yourself or for
a team, uh, I've had an opportunity
to help thousands of folks overcome
the same sales challenges that
you're likely facing right now.
And that's available in our training
center, which you can access using
the links in the description below.
Or you can text the word
demo to 3 0 3 2 2 2.
71 33.
And in our program, what I've done
is start every single sales rep
off with a daily sales plan that's
built around their income goal.
So I go a step deeper.
If you wanna make x number of sa of
of sales that results in a certain
income goal, we can reverse engineer
a plan, not just to how many sales,
but to what sales activities will
generate those appointments, how many
of those appointments we need to get
those sales to help you stay focused
and to hold your team accountable.
To following that plan all the
way to the end, and this little
exercise that I shared in today's.
About having not a sales goal,
but a goal that you can control
regarding your sales activities.
They work together really well, and
I've watched them help folks in,
including a woman named Michelle,
who I just ran into in Tampa.
Hey Michelle.
Uh, hearing her story about
personal struggles and finding
this industry at at the right time.
Coming from a place not well off
financially in, in a scary situation,
both interpersonally and financially,
to discovering this world of roofing
sales, applying herself using this
stuff that I teach, and very quickly
making her first six figures in
her very first year, changing her
life and changing her kids' lives.
And that's the, those are the
stories that excite me the most.
So if you're interested,
text the word demo to 3 0 3.
2 2 2.
71 33 will pop over link to share more.
And if you want to hang with me
here on YouTube, YouTube thinks
you're gonna love this video.
And if you didn't get into that free
training center yet, click right here.
We'll see you on the next one.