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Want to sell big roofs and make big commissions? Not everyone can (or should). Learn the difference between selling small vs. huge roofs in this video.
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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.
So, what is the difference
between selling smaller roofs?
Let's say 20 to 35 or 40
square roofs and huge roofs.
Those 40, 50, 60 up to 80
square residential roofs
with monster commissions.
Well, I'm gonna break
that down in this video.
Thanks to high tier smash.
You two subscriber who dropped
a comment saying, Hey, Adam.
Can you please do a video and
the difference between selling
small roofs and big roofs.
And then he's followed up with
a, a comment later on as well.
Second comment on the same video
saying, Hey, the, the cutoff
for me is about 40 square.
So how can I start selling
larger roofs better?
And I really want to focus on this
because I know all of us are out there.
We drive by and we see the big roofs
and we want to go after 'em and we
want get those sales done, cuz they're
bigger deals, bigger commission in
a more efficient use of our time
and who doesn't love hunting whales.
So I'm gonna break all that down
in more in just a minute, but first
I wanna say welcome or welcome.
My name is Adam.
Besman the roof strategist.
And my mission is to help you and your
team smash your income goal and give
every customer an amazing experience
and to help kickstart that journey.
If you are new, here is a free copy.
Getting this in your hands.
A free copy of my pitch, like
a pro roofing sales training
video library over 300 videos.
I know it says two 40.
We gotta update that over 300 videos
organized by category for easy
binging, and you can get yours now
for free over@theroofstrategist.com
or by clicking the link in the Des.
Right now.
All right.
Now let's get to this difference
between selling small and big roofs.
Should we do the, the worst part first?
Let's do it.
There's no differe.
Video over, check out, go on the next one.
Now don't do that.
Cuz we're gonna get into the real
difference cuz the truth is there's
no difference on how you sell these.
The difference is subtle.
The sales system, the sales
process is all the same.
Whether using your own, whether using my
roofing sales success formula, my closing
strategy, I teach you'll notice that
there's nothing that says, oh, use this
for small roofs and this for big groups.
It's all the same.
What we're gonna get into
now is the psychology.
Different and why you high tier
smash may have struggled, but first
I wanna showcase this in his story.
There's a gentleman that
used to sell for us.
And, uh, he was a, a, more of a I'll
call him a blue collar cowboy type.
All right.
So he wore cowboy hat.
He drove a, a, like a maroon
colored rusted out truck.
And he did really, really
well with certain homeowners.
And one day we had a tornado
come through and this multi.
Family property got destroyed.
And this gentleman who sold with
us whose name I'm gonna keep out,
he was in the right place at the
right time and signed this deal.
But he was the kind of guy that again,
would show up in his ranch clothes.
He had a lip full of dip.
He was bitten on the sidewalk and
he signed the deal with the C F O.
Of a massive, not only one
multifamily property, but about 10
a property that we did get the job.
And the homeowner flew over
in his private plane to take
photos of the work in progress.
You can see here, the picture I'm
painting the type of person in the way he
carried himself connecting to this CFO.
Now here's where it gets interesting.
The CFO of this company calls me up,
his name was rich and he goes rich.
He goes, Adam, the gentleman that
was out here, I do not wanna work.
And we had to pull 'em off
the project and the reason
professionalism, it just didn't match.
They weren't a good fit.
And that is the perfect segue
into the real difference between
selling small and huge roots.
Cuz it's not what you do.
It's not the sales process.
It is deeper than that.
It's how you relate.
Now.
As my wife, Sheena says
there's a pot for every lid.
Okay.
Which means here's you,
here's your customer.
You've seen it.
You know, the, the couple.
And you're like, how in
the world did he get her?
Or how did she get him either way?
You think it's like a mystery, but there's
a pot for lit, everyone's a good fit.
We do the same thing with our customers.
We have the right match.
Now I'll tell you, I did really well.
Oops, forgot this either.
I did really well with stay-at-home moms.
I did really well with the elderly
and I did really well in, uh,
more upper class communities.
Now, other people couldn't
close the deal to save their
life with a stay-at-home mom.
Other folks don't do well with
the elderly, cuz there's not trust
or they, they seem like a kid in
the eyes of the elderly person.
So the point is you need to.
Who's your match.
Who do you get along
with easiest key word.
I want you to think of
here is the word relate.
It's relatability.
How do you relate to that person?
All right.
Now this gentleman, in the
example I shared with you
couldn't relate to the CFO.
He got the deal, but quickly it fell
apart because they couldn't relate.
The gentleman who sold the
project didn't know the pains, the
what keeps this gentleman up at
night, what this property needs.
He didn't know how to
speak to what was truly, I.
Because they simply could not relate.
If you had that happen, you've
been in social settings.
You just can't relate to someone
now in these bigger projects,
what we need is a high level of
what we call executive report.
The ability to relate to an executive,
by the way, I got this, uh, phrase
here or this name from Derek Gatehouse,
the author of the perfect sales force,
which is a really good book for any
sales manager or owner out there.
Who's leading a sales
team, highly recommended.
And I do believe it is on my
recommended reading list as well.
All right.
So key difference.
Between selling small and
big roofs is they simple.
You need to be able to
relate to that person.
So high tier smash, my
guess is the 40 square roof.
Isn't the issue.
It is the type of person who's there
and likely some sort of disconnect.
Now, last thing I wanna highlight, and
then we're gonna call this one wrap.
Is this folks who are in smaller
properties, let's say the, the
20 to, to 40 square are generally
working class communities,
maybe blue collar communities.
So think about it.
Folks are likely doing their
own lawn maintenance, right?
They're do it yourselfers.
Fix it on your own.
It may be a little bit more, uh,
financially conscious on the decisions
on, on improvements on their home.
Meanwhile, folks were living in these
40, 50, 60, 70, 80 square homes.
Do you think they're doing
their own lawn maintenance?
No, they got a guy for that.
Think they're doing their
own pool maintenance.
No, they got a guy for that.
Think they're doing
their own pest control.
No, they got a guy for that.
So the difference of what's important to
them, this person here in the huge roof
cares about their garden, the cosmetics,
the safety of their kids and their dog,
the pool filter all the expensive items.
The Perilla.
Right.
The custom landscaping, all of these
things are very different needs
and desires that you need to just
understand are important to them.
Even if you aren't at the
same level, it doesn't matter.
I sure as heck was not anywhere near
there when I began selling these
people, but I learned very quickly.
I just need to speak to them
on what's important about
how I can protect their home.
That I specialize in working with
folks with higher end homes, we
take the level of attention and care
to keep their properties safe and
they hit all the hot buttons that
said, I am the right match for you.
And by doing that, I developed, again,
this very high level of executive
rapport that not only help me land
those larger residential properties,
but also help me land larger commercial
properties deal with multi decision
makers on HOAs or strip centers.
All right.
So your key takeaway from this video,
because everything I teach has an
actionable strategy for you to implement
in the very next sale is for you to
ask yourself right now, who do I relate
to the easiest and who's my customer.
And I want you to focus
on finding more of those.
And if you wish to expand that group,
you are one mission is to learn, to know,
to get in the mind of that customer.
What's important, so you can speak to it
and there you have it, high tier smash.
Thank you for the comment.
If there's any questions that
you have or videos you wanna.
Drop a comment.
I take a look and they will inspire video
that hopefully helps you and many others.
So thanks again for joining me here today.
If you have any questions about products
or programs, or maybe you're interested
in looking at some for you or your
team, there's links to everything I have
available, including some freebies in
the video and podcast description, but
just because our time here's about to
wrap up doesn't mean you are in my time,
has to, so if you haven't done it, click
here to get a free copy of my pitch,
like a pro roofing sales training, video
library, or hop right into this video.
And I will see you on the next one.