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One of the most common mistakes for roofing sales people? "Winging it" with your pitch. This hurts new and seasoned sales reps just the same. Could this be the reason your pitch isn't working? The cause of your sales slump? Watch and learn how you can STOP winging it and pitch more consistently.
P.S. Want to learn my pitching formulas for canvassing, objection handling, and closing? Get it here: https://www.theroofstrategist.com/get-roofing-sales-success-formula
Questions About Products or Programs? Call/Text: 303-222-7133
Blog/Transcript: https://blog.theroofstrategist.com/stop-winging-it-use-these-roofing-sales-strategies-instead/
“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.
Stop winging it.
This is one of the most common
mistakes for both seasoned
veterans and brand new salespeople.
And believe me, I made the mistake
and be throwing myself under the bus
here, but hang with me because in
today's video, I'm going to be sharing
why you need to stop winging it.
And for new people, it could be the
reason that you're not getting either
consistent success or any success at all.
And for the seasoned folks out
there, this might explain why.
What was working for you really well
may have stopped, or you found yourself
in a little bit of a sales slump,
and I'm super excited for this video.
Thanks for being here with me, by the way.
I have to apologize in advance.
If I sound nasally it's because
I'm getting over a little
something, so appreciate it.
Hey, welcome.
Or welcome back.
My name is Adam Benjamin, the
Rue strategist, everything I do
here on this YouTube channel.
And my podcast is designed to give
you and your team, the resources
that I wish I had when I got started.
So I could have.
My success.
And so I can help you do that.
So you can smash your.
And give every customer
in amazing experience.
And that amazing experience starts off
with the initial conversation, whether
that's at the door when you're canvassing
or whether it's at the kitchen table on
an inbound sales appointment, selling a
retail roof, the same message applies.
Now I want to take a little
step away from sales and let's
think for a minute, I'm going.
I'm going to be blunt, but hang
with me because sometimes it takes
an outside person to hold up a
mirror and say, dude, look what
you're doing to look at yourself.
You're like, oh man, maybe I
should be following a different, a
different system, a different plant.
I've done it.
I've done it more than I wish to
admit, because the truth is sales.
People like us often have a taste or a
well, a heaping helping of add or ADHD.
We have the attention span of a gnat.
We don't like learning and
we get into this business
because we're good with people.
We're good with words we connect
and we're fast on our feet.
So we get thrown into sales situations
and then we wing it and believe me.
One it is that the past tense of
wing winging it and winging it.
So I've won it or winged it,
whichever you prefer in the past.
And it doesn't go that well, I
feel like I'm doing things right.
And then I, I reflect which by the
way, side note, if you're not doing.
Do an after action report
from every sales day.
I do this myself, the after action report,
what you did well and what went well and
what you could do different next time,
then you get a plan for improvement.
So looking back when I was winging it,
I kept coming up with the same thing.
I went through this in the wrong order.
I forgot this part or the
customer threw me off.
Okay.
Those are the three big
things when I'm winging it.
So now that we.
Framework, we're going to set sales aside.
We're going to turn our attention to the
filmmaking industry or TV series industry.
So you have those, like those
shows, you know, The shows you
cannot peel your eyes off of the
shows that get you on that couch.
Bingeing hour after hour
shows like breaking bad, the
Sopranos walking dead and Ozark.
These series are written by script writers
who have studied the art of communication
to reach out through that screen, grab you
by the juggler and hold you at the edge of
your seat, needing to know what happens.
Why because human behavior has been
studied along with human attention,
along with how emotions drive, what
we do, sales is the same thing.
The only thing that's different about
sales is the name sales, ultimately
sales and movie entertainment.
All are designed to do one thing,
grab your attention and hold it.
Irresistibly to get you to want.
Think of that, it's
fundamentally powerful.
So when we can look at this movie
industry and learn that all of these
writers are studying how we observe, how
we take in information, how we hold the
tension and what leaves us on the edge
of our seats, the same can be applied
to our conversations with our customers.
So if we are winging it, all right,
which we've done and I've done,
we're trying to make it up as we go.
Or we could harness the power of what
we know from the movie industry, from
the film industry and combined with,
of course, the obvious, what we were
talking about today, sales, which has
been studied for decades and decades
of why we make buying decisions.
And the truth is the right sales
process knocks down the right
dominoes in the right order.
In order to get the sale.
If you skip certain steps or
wing it, you don't close because
you're not doing it right.
You're not, you're literally not giving
the homeowner the option to receive the
information they need to hear in the right
order in order to make the right decision.
So what is the key takeaway
with this stop winging it.
And I'm going to give you the
three paths that work for me,
but it may not work for you.
So we'll talk about.
In terms of pitching there's three
areas of sales in pitching, I say,
pitching loosely, meaning canvassing,
objection, handling and closing.
Those are the three categories.
All right.
So we've got canvassing, objection,
handling and closing within each of those.
We need a framework to follow.
Now I teach formulas.
Why do I teach formulas?
I don't teach word for word
script for a variety of reasons,
but the truth is storm damage.
There's seven mindsets to
sell to in four differences.
Will a word for word script
work for all of those, you bet.
Not, not a chance.
Retail.
There's four reasons
people replace the roof.
So if you're selling both,
that's a lot of options.
You have to know how to
navigate that conversation.
And that's what we follow a formula,
which is a framework of what to hit now.
Door to door.
I teach the slap formula, S
L a P say, hi, break the ice.
Let them know why you're there
asking open-ended question
P present to their answer.
And if you want to learn more on that,
I'm going to link to this video in
this card right here, uh, to learn
the fundamentals of that slap formula.
And then you should jump on
the playlist on this channel.
I have a playlist called AC.
And there's a ton of videos that
blended that slap formula there.
But first I want to explain to you
how I developed this formula, and then
we'll talk about the other two really
fast through the way I developed this
formula is because I was winging it and
I sat down one day and I'm literally,
I started thinking my mind said, well,
what was the common themes among all
of the easiest sales that I ever made?
And I kept envisioning the same.
I was going door to door.
I caught the old guy out in his yard,
either mowing his lawn or washing the car.
And I started a conversation.
So this is a good starting point.
And I'm like, I started a
conversation, but how that's
what led me to the slap formula.
So one day this was back when
my office was in my house.
It's four in the morning.
I shoot out of bed, run into my office.
I grab a pen and I write the word flat.
And I S I figured it out.
My wife woke up.
I told her how excited I was.
I figured out the formula
of a, what I proved.
Excuse me worked from
winging it so many times.
Then once you have the formula, once I
had the formula, I could then replicate
it and do the same thing over and over
again without sounding like a robot.
So if you want to use my formula
slap formula, you can learn it here.
Of course, it's included by the way,
in my all-in-one sales training, sales
strategy and sales system, how to use
it for every scenario for when you're.
Which is the reason you're showing up,
whether you're brand new customer, excuse
me, you're brand new in the neighborhood.
You signed a new customer.
If the job's scheduled and you're
not in the neighborhood on the day of
install, when it's done paired with
the different scenarios or responses
that the customer might spit at you.
So you can.
And that was how I developed it.
And you can either use mine
or you can develop your own.
And then we have the AR O formula, which
is my acknowledged reassure overcome
when it comes to objection handling.
And again, that way there's
a framework to follow.
So I'm not winging it
because oftentimes when.
We try to answer the question
too soon when we're unprepared,
it just doesn't work.
So you can, again, either
use mine or use yours.
And by the way, I touch on this formula
a bit throughout my YouTube videos,
but I provide that full training in my
roofing sales success for that all-in-one
training that I shared with you.
And there's a link in that
video description below.
If you have any questions, you
can call the number on the screen.
It's 3 0 3 2 2 2 71 33.
That's our office.
And you can call or text.
All right.
Then the final piece is the closing.
So how do you run that sales appointment?
And I want to break down again how I
developed my formula here because I was.
And what I realized is I got really
good at presenting and I got really
good at building rapport, but
I didn't do so well on closing.
And then I started to
figure that part out.
So I taught my team, like, here's
how you go through the paperwork,
whether it's retail or contingency
agreement, but they weren't.
And I started to piece together through
being inside the hall with them.
And then again, now on this side of
the roof strategist being inside the
Homeland sales appointments across
the country, I started to identify the
nine most common mistakes that I saw
in the house because let's face it.
I mean, I'm a baby face guy.
I was training guys my dad's
age, so he could sit back as
a little helper and watch.
And when I started to identify
these nine different mistakes.
I said, okay, so those nine mistakes,
if we can reverse engineer this,
we'll plug the holes, so to speak.
So instead of having to teach you what
not to do, to say, do this, because
this avoids all those critical mistakes
and allows you to go through the
right process in the right order, C
connect a assess our report P present.
Ask our referrals.
Kay, kickstart again, the presentation
is booked out to teach an eight part
presentation, but this is how I broke
down those mistakes, like selling too soon
and not asking the right questions and
telling homeowners the roof is damaged
and getting invited into the house and
how to go through the presentation,
how to go through the contingency, uh,
not transitioning properly when you
are ready to ask for the order, how to
ask for the order, all those things.
So I put those together.
So my.
To you.
And by the way, if you want to
learn my car park intro, I did
a long video on that and you do
it and you can click right here.
That'll bring you to that car park
video to kind of learn that concept.
And of course, if you want more, that
is included in my all-in-one sales
training, sales strategy and sales system.
It's called the roofing
sales success formula.
And that's the program I
was talking about before.
I wanted to share with you how I developed
this from winging it and seeing what
works, the threats of winging it are
inconsistency, not being able to train
what you do or simply not being as
effective as you know, you could or should
be because there's a proven way to do it.
And again, it's a big claim to say it's
proven, but the fact is it is because
it's how humans process information.
And I can confidently say
that these are proven because.
Currently thousands and thousands
and thousands of users on our
platform using these today.
In addition to the 25, some thousand,
excuse me, I over embellished 23 and a
half thousand, I believe subscribers at
the moment who are following this and
commenting about the slap formula working.
So my message to you stop.
Use these formulas right
here or create your own.
So you have a repeatable process
to fast track your success in
sales, so you can stop winging it.
All right.
That's all for this video.
And just because you're in
my time is about to wrap up.
Doesn't mean ours needs to, and maybe
you want to jump into this next video and
hear me sounding a little less nasally.
So start here and if you haven't
yet done it, I'd love to get
you a free copy of my pitch.
Like a pro roofing sales training video
library available a hundred percent free.
And I'll see you on the next one.