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There's a mountain of money waiting to be made on the sales you DON'T close right away. You NEED to follow up (the right way). Watch as I break down the WORST vs BEST follow up system for roofing sales.
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“Because your company is only as STRONG as you are.”
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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.
There's a pile of money in your pipeline
that if you just followed up with,
you could grab and it's easy cash.
And oftentimes we don't grab it.
We leave it sitting in the pipeline
cuz we're afraid to follow up
cuz we're a salesperson that
left it in the homeowner's court.
We don't wanna be pushy, we don't know
what to say, and we end up flushing
all that money down the drain.
Or better yet, we prime our customer and
get them really excited about their roof.
And then just hand it in the
silver platter over the competitor.
Banks that commission instead of you.
And it's not a very good feeling.
And my guess is right now, if you did
this little homework assignment, which
I'm encouraging you to do, I would go
into your pipeline in whatever CRM you're
using, and I would just look at all the
deals that are in the follow up section
and then calculate how much that's worth
to you based on your average close rate.
And my guess is there's many, many,
many tens of thousands of dollars
if you're an individual sales
rep and if you're an owner of a
company, I have seen this number.
Seven digits and higher because
these are all deals that never
got worked appropriately.
And it's no secret that this
follow up thing is a hot topic.
And it came up when I was in San Marcos,
Texas with an Owen's Corning event.
As you can see, there's a
whiteboard in the corner here.
And I always ask folks, What
do we want to leave with today?
What's our big questions?
And we write 'em down to the
whiteboard so we can make sure
to squeeze all this stuff in.
And then it.
Again today on an
Instagram story I posted.
And if you're not following along, uh,
follow at Ruth Strategist and I put
up a poll and I had two folks, Trey
and Eric both reach out saying, Adam,
help me with my follow up pitch and how
often I should, what's a good process?
So in this video today, I wanna
break down for you what I view as
the worst things that you can do on
a follow up paired with the best.
So let's get to it.
We're gonna break down a very simple.
Three step framework for you to have
an awesome follow up, connect with
your customers in a real way so you
can follow up without feeling sleazy
or feeling pushy, and that you can
implement everything you learn right now.
Starting literally the
minute this video ends.
Go, start firing some messages and
hopefully mind some of that cash from
your pipeline that is sitting there.
Before we get started, I just wanna
say a quick welcome or welcome back.
My name's Adam Besman, the roof
strategist, and 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 I've had the opportunity to
help thousands and thousands and
thousands of sales reps just like you
overcome the same sales challenges
that you face, like following up to.
Make some money.
So if you haven't done it yet,
hit that subscribe button and the
bell so you don't miss a thing.
And let's go one step further and
get a free copy of my pitch, like
a pro roofing sales training video
library in your hands right now.
available@theroofstrategist.com
or by clicking the link
in the video description.
All right, I'm gonna move
fast and I'm keeping this as,
uh, streamlined as possible.
We're gonna get started right now on
number one, the worst thing that you can.
Is leave control of the follow
up in the hands of the customer.
So I'm gonna paint a scenario for you.
Scenario is you are at an appointment
and it's a retail lead, and the
homeowner says, Hey, you know what?
The end of the appointment,
everything you felt went well.
And then they turn to you and
they say, Thanks for coming out.
We'll call you if we're interested.
and you say, Great, and most
sales reps cat got their tongue.
And you're like, You, you go
into, I don't know what to say.
So then you shift into nice
guy mode and the nice guy
says, Oh, well, you know what?
Thank you so much for the opportunity.
I'm, I really want you
guys to be comfortable.
Please know, like I am
available anytime day or night.
Call or text me if you have any questions
and I can't wait to hear from you.
And then you leave the house.
don't do that.
Why would you leave the
homeowner in control?
You are the advisor.
You're the expert.
You're the one driving, not the passenger.
So the first mistake, the worst thing
you can do in the follow up is leave
the house when the homeowner has no
idea when you're gonna follow up.
So the first thing you can do is set
the follow up while you're in the home.
Okay.
While you're there now, Quick note,
what I'm teaching here, setting the
fall up in the home is a critical
component of my closing framework that
I teach the closing formula, the car
park closing formula, and it's inside
my all in one sales system that's being
used by many thousands for both storm
and retail tiny companies to the top a
hundred roofing companies in America.
And.
Including individual sales reps
all over the country who have
decided to get this for themselves.
And in this, I teach you to set the
follow up while you're there before you
leave, cuz it's one of the fastest and
easiest ways to increase your close rate.
Even if you aren't a strong closer,
you did a botched job, you're at
least getting back in the house.
So if the homeowner shared
with you, , thank you.
Uh, we'll call you if we're interested
and you're using the sales system, you
jump into the objection handling and
learn how to overcome that one because
you'd learn that when someone says,
We'll call you if we're interested.
It doesn't mean that it means something
deeper and we learn how to overcome it
and find out later that the reason they
are telling you that is cuz there's
two other contractors coming out
and they finally say, You know what?
Hey, The reason we said we we'd give you
a call is we've got two other contractors
coming out and you were the first one.
They're gonna be here on Tuesday
and Wednesday, and we just want
to get three estimates first.
So now you learned how to peel back,
uh, or, or look through the smoke
screen of BS that says we'll call you.
We're interested to
get to the real reason.
And you'll do your darnest to
close that deal on the spot.
And there's it.
Sometimes you will in
those that you don't.
You're gonna now have that follow
up set and you're gonna do something
like this using an assumptive close.
Say, Hey, totally understand.
I respect that you've got two other
contractors coming out and it sounds
like you and your wife wanna be on
the same page in review everything.
Now, what's really important to
note is that not all estimates are
apples to apples, and my mission
is to help you make a decision.
That you are comfortable with, even
if it's not with me, and I'd love to
just be your question punching bag.
So when's a good time on Friday or
Saturday for me to come back and review
everything and answer any questions you
have and boom, I'm using that assumptive
close, or when's a good time on?
Would you prefer Friday or Saturday?
Saturday, Great.
I've got 9:00 AM or 4:00
PM Which would you prefer?
9:00 AM Great.
I'm gonna be here on 9:00 AM on Tuesday.
And there you have it.
We've set the follow up
while you're in the home.
I know what some, some folks might
be thinking there's an objection
that's in your mind right now that
says, Well, Adam, you know what
if that homeowner's resistant?
This is a great concept, but what if they
say, Hey, you know what, we'll call you.
We don't, We don't want anyone back.
We don't have time.
We're busy.
We're out of town.
If that's the case, then what
we use is our, what I call
our backup offer, which is.
Not a problem.
Why don't we stick to a phone call
because at this point we now have
instead of a Lucy Goose, follow up.
Wait till we hear from you.
We have a set appointment and it's
okay if it's on the phone because
that's a lot better than playing
follow up and getting ghosted.
Would you agree?
Yeah.
So there's your first big fix is setting
the follow up while you're there.
All right.
Now fix number two.
Um, we're gonna talk about
why people don't follow up.
It's, it's, they don't know what to say.
So when people follow up,
there's one of two things.
They're firing a text message that
says something like, Glad to see that
you and the husband are doing well.
Hope you had an amazing weekend.
Just checking in.
Uh, any progress on your decision.
You know, you guys still interested
in moving forward any of these pushy
things or you end up calling them
and you're like the awkward nice guy.
By the way, I've been
the awkward, nice guy.
And when I was, it went
something like this.
Oh, hey Peggy, Adam calling.
Hey, uh, hope you and the, uh,
husband had a good weekend.
Uh, yeah.
Yeah, we did.
How about you?
Hey, mine was, mine was really good too.
Um, listen, the, uh, reason I'm calling.
You know when, when I left your
house, Thanks again for the
opportunity to chat with you.
I know you guys said you were thinking
about things and I just wanted to touch
base and ask what you were thinking.
You guys interested in moving forward?
Any questions for me?
And then all of a sudden, your
nervous Nelly energy is just pouring
through the phone and what the
homeowner is hearing and feeling.
they're doing this.
They're like, Why?
Who the hell's this guy?
And, and they're like, No, we'll
call you if we're interested, then
you just come across as a nag.
So to solve all that, by the way, in my
program, I provide copy, paste templates
for the follow up for you and the team.
It just takes the mystery out of it.
But don't worry, I'm gonna
break all that down anyway,
now it is just one of the many.
Pieces of material, over 280
documents for storm and retail.
Pretty much every single marketing piece
or customer communication from direct
mail letters, door hanger letters,
customer emails, text messages, material
for churches, apartments, landlords,
you name it, it's all in there.
So it's not the only goody, but if you
are someone that's just like a copy paste
person and just say, Hey, I don't wanna
reinvent the wheel, then go check it out.
There's a link in the description.
So instead of the, the worst thing you
can do is just following up willy nilly.
You want to use a formula, and if
you're someone who likes to follow
formula, Then you probably like
my videos cause I teach formulas.
Because formulas allow you to inject
your own personality and flare
and know that you're hitting the
right stuff in the right order.
So here's a what I view as the
best follow up that's personal
and simple and really effective.
Number one is a thank you.
Okay.
Thank you for the opportunity to
sit down and chat with you and
your husband about your roof.
Just gratitude.
It goes a long way.
We appreciate your time.
Time is our most valuable
resource, and I thank you for
investing yours with me here today.
Now the next thing we wanna do
is mention something specific.
I'll give you an example.
Let's say that in passing, you find
out that the husband and wife are going
on a solo retreat out to Honolulu for
the next five days, you'll say, Hey,
thank you so much time to chat with
you and your wife about your roof.
I hope you guys have an amazing trip to
Honolulu, celebrating your anniversary.
. All right.
Anything you find out that they're
going to float the river, that
they're going fishing, bringing the,
the, the kid to a piano recital that
you, you got a private tour of their
beautiful vegetable garden, right?
That, that they sent you home
with a bunch of homemade jerky.
So whatever it is, just mention
something specific Next.
You wanna tell them what happens next.
We're gonna advise on next steps.
This is either what you expect
from them, you're gonna tell them
what to do, or you're telling them
what they can expect from you.
You're.
Breadcrumb.
So there's never a mystery.
Every single communication has the next
breadcrumb laid, every contact, every
appointment, the next breadcrumb is laid.
And when we do that, we build a
really strong bond and we deliver
an amazing customer experience,
and then we want to close it out.
With, again, another thank
you and an invitation.
All right?
And what I mean by invitation
is an invitation to reach out.
So let's stitch all this together
using the previous example of
the homeowner that that gave you.
I'm not interested, and you
would have that follow up set.
I'd leave the home and I'm gonna send
that confirmation that says, Hey,
thank you so much for the opportunity
to chat with you guys about your roof.
I hope you have an amazing time in
Honolulu over the next two days.
Please write down all
questions that you have.
During the other contractors'
appointments, so I can answer them
on Fri or excuse me, on Saturday
at 10:00 AM or whatever time I
said, I think it was 9:00 AM.
Um, and then thank you again.
Uh, you can contact me anytime
at this number via call or text.
All right?
So that would be a simple formula to
follow because you're following up with
that customer and telling 'em what to do.
This same formula, by the way,
applies to when they are a customer.
Give you an example on
the storm damage side.
Hey Peggy, thank you so much
for the opportunity to help
you through this process.
Uh, I'm so excited to see that you and
your husband get to go boating this
weekend and the kids with the kids, right?
Next steps is, um, as soon as the
adjuster contacts you with his name
and the time of his arrival, please
forward that information to me.
Again, I'm telling them what to do.
Thank you again.
If anything comes up, call or
text me here at this number,
and there's your simple process.
All right.
And by the way, this formula you can
use in text, you can use an email, you
can use in voicemail or phone calls.
It's all the same.
It's like a love sandwich, but
you're also leading the process and
building great rapport along the way.
All right, which leads us to number
three, which is the worst thing people
do is they don't follow up at all at all.
They leave it in their court and
I just talk with a gentleman at
an event and he is like, I'm so
busy, I just can't follow up.
If you call me, we do business.
If you can't, I don't.
And he knows he's literally leaving.
He's doing almost, I think 20, was
it 22, 20 some million dollars a
year and doesn't have to follow up.
And I know if you're doing that kind of
volume and you have that kind of brand
recognition, in your pipeline, if you
just squeezed out a follow up, you would
likely add another 5 million in business.
That's my prediction.
And I think that's conservative if
you just started to, to get more j uh,
juice from the squeeze, so to speak.
So people that don't follow
up, that's the biggest mistake.
But the second worst is
not following up enough.
I call it the one and done.
And what, and the main reason that
people don't follow up is because
they say, I don't want to be push.
You know what I mean?
I don't wanna be pushy.
Here's my rule of thumb.
What you wanna follow up is every three
to seven days, every three to seven days.
Pro tip, you can always
give people an out.
Hey, I respect your time.
I know you're busy.
I'm, I'm committed to quality
service and doing the best I can
to help you through this process.
So I'm gonna continually follow
up with you unless I hear other.
All right.
That's an out or at the bottom
of your email signature text.
Say, if you've already made
a decision, just reply.
No, I'll catch a hint.
I give people the out and people tell
me, Adam, why are you giving them an out?
I'm like, Cuz it's there.
There's only two words that you
want to hear from this customer.
It's either yes or no.
You don't want nothing cuz
then you're wasting your time.
Right?
You're following up with a ghost.
Ghosts don't have wallets,
. So I want yes or no.
It's okay to give them an out and
remember, have fun, give 'em a
reason, and, uh, follow the formula.
And if you want the whole system, jump
in and grab the Roofing Sales Success
formula for yourself or your team.
All the contact information
is in the description below
as well as the phone number.
You can call or text our team if
you're interested in a private demo.
Bring the team, you can see for yourself
how it works and get their buy in
or buy out and, uh, decide for your.
So there you have it.
Quick summary.
The best verse, worst follow, excuse me.
Best versus worst follow up process.
Worst is to leave it in
control of the homeowner.
Best you set the follow up while
you're there for the next visit,
and offer a phone call if they
don't want you back in the house.
Number two, instead of nagging
them, are you ready to move forward?
Follow the formula, or you can
use the copy paste templates
that I provide in my program.
Link in the description.
The formula is to thank them, mention
something specific, tell them what
happens next or what you expect of
them, and then thank them and invite
them to reach out with any questions.
And then how many times
should you follow up?
Worst thing, don't follow up enough.
Or at all best follow up through
every three to seven days.
Yep.
I know it's a lot, but guess what?
You can give people an out
and you only need yes or no.
So there you have it.
If you want more videos, just
cause our time's about to wrap
up and you haven't done it.
I'd highly, highly, highly recommend
that you see why many, many thousands
of people downloaded this freebie.
And get your free copy right now of the
pitch, like a pro roofing sales training
video library right here, or hang
with me on YouTube and hop right into
this video and I'll see you very soon.