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Ashamed to tell people what you do for a living? Don’t feel like you fit in or belong in the industry? Don’t want people to associate you with the horrible reputation of the roofing and d2d industry? Learn how to fix your mindset to skyrocket your income.
Program questions? Call/text: 303-222-7133
Program Details + Demo: https://theroofstrategist.com/roof-sales
“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.
Have you ever felt ashamed of what you do?
So much so that you like kind
of change when people say, well,
what do you do for a living?
Instead of saying roofing
sales or door to door sales?
You say something like, I'm in
in-home sales or home services.
I did that a lot because I
didn't feel like I belonged.
I didn't feel like I was
part of this industry.
And in fact, I didn't wanna be
because I didn't want homeowners to
categorize me in the same way that
they do door to door salespeople.
And I didn't wanna be categorized in
the same group of snake contractors
that they saw about on the.
And if you wanna know what that looks
like, just open Google and Google the
words roofer news, and you'll see all the
articles, people going to jail, injuries,
OSHA violations, scams, and arrests.
And this is what homeowners think
of when they think of roofers.
And then there was other
roofers and I, I didn't feel
like I fit in with them either.
Like I was, I'm a, I'm a small statured,
gentle man that really geeks out on
sales, but also giving pe, like making
sales through a, we experience a
togetherness through a really powerful
engagement through guiding someone through
the natural process that I know that
they're gonna go through psychological.
To create an enjoyable experience
that that earns the sale as opposed
to like winning it or closing, which
is like this aggressive taking thing.
So I felt lost.
I, I felt lonely and I
didn't feel a sense of pride.
And what I later began to learn
is that this negative self-talk
about like, Hey, you're not, you
don't fit in, you don't belong.
You're not proud of what you do.
It truly was a, a ceiling to my.
And to date, now that I've had the
opportunity to work with tens of thousands
of roofing salespeople, all of the
top earners, which I'll categorize at
300,000 of income or more, all of them.
All of them are proud of what they
do and they scream it from the
mountaintops and I wasn't there.
So this video is not for them, it's
for the folks who are on that journey.
And believe me, I've gone through this
many times and I do hope it helps.
That's what I wanna break down on today's
episode of Sales Talk Over Coffee.
Except today we're drinking tea
cuz it's after lunch and I've
already had four espressos, so.
Let's get to it, uh, quick.
Welcome, welcome back.
My name's Adam Besman, the roof
strategist, and everything I do here
is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
And if you're not already in my new
free training center, click the link.
You can get in there or text the
word free to 3 0 3 2 2 2 71 33.
All right.
I wanna talk about this from three angles.
I wanna talk about the real
experiences that we go.
And roofing sales from three perspectives.
Number one is our self-talk.
So I got a wonky pinky broke
it in a mountain bike accident,
and it's still all messed up.
Number two is what we
say to our customers.
And then number three is how we
fit into the industry at large.
So let's hit with number one.
Number one is our our
self-talk in our narrative.
And if we in, in one shoulder, we flip
flop, and I'm gonna just do like the
the devil and the angel for a minute.
The devil's like, you're a
scumbag, you're in roofing sales.
Why are you doing this?
You should go get another job.
And the angel's like, but I'm a good guy.
I do everything right.
I help homeowners through the process.
And the devil's like, you're a scumbag.
They all think you are.
You really gotta prove yourself.
Oh man, I don't wanna be
categorized into those guys.
Do I really wanna be doing this?
And this little thing goes back and forth.
The devil of the angel.
The devil of the angel.
I started to decide more and more with
the devil because I started to view.
Like out of fear, which is funny.
I literally, it, it was like the
metaphorical, I'm on a sheet of
ice, car is spinning outta control.
I'm going straight towards a tree
and the first thing you're supposed
to do is look to where you want
to go, not where you're going.
And I was, you're staring
right at that tree.
It it like, it's happening.
It's happening.
Slow motion, slow motion,
slow motion crash into it.
It, and that same thing started
happening with my own internal narrative.
I would start to shy away when
people say, what do you do?
I'm in, in-home sales.
What do you do?
I'm in home services.
I never said what I actually do.
I never said with pride, Hey,
what do you do for a living?
You know what?
I help homeowners through one of
the most painful, boring processes
of their entire life that they
absolutely need to go through.
And I brought humor to it.
And they're like, well, what's that say?
Replace their roof.
Or when they say, Hey, what
do you do for a living?
Hey, help homeowners.
Replace the roof after storm damage.
And I make the process incredibly
easy, painful, and quite frankly, fun.
And anytime people would ask, I started
to learn how to just communicate
with passion and excitement.
And the mindset shift that I wanna share
with you is to go from this mindset, the
devil mindset of looking at it how other
people do in being afraid of being judged
from that perspective to instead looking
at it through my lens and just sharing my.
So not having to, from the
devil's perspective, communicate.
Hey, I know that roofers have
a horrible reputation and I'm
like a light in the darkness.
I used to do all this garbage
and just try to like tell
everyone where that everything's
horrible and I'm a golden child.
And it was kind of pathetic.
And instead I didn't
address the other stuff.
I just thought my actions show it.
And I was proud.
Hey, what do you do for a living?
I help homeowners get their roof
replaced after storm damage.
What do you do for a living?
I help homeowners go through the
most expensive and boring process
they're ever gonna have to go
with, go through on their home.
And people say, what's that?
Replace the roof, because it brings humor.
We have some fun, and it's true.
So again, that mindset shift is to
not listen to what that narrative
is out of fear of how you're being
perceived, and instead share with
people how you wish to be perceived.
That is where that confidence comes from.
So that is number one, is your
internal dialogue, and you have to
get this right before number two, you
communicate it to customers, which I
started to share with before, and I
encourage you to write your elevator.
You don't tell people?
What do you do?
I'm in roofing sales.
You need to share the
the who, what and why.
Who are you?
What do you do and why do you do it?
Hey, my name's Adam.
Who?
What do you do?
I help homeowners replace their roof.
Why?
Because the experience is
miserable and I make it fun, right?
You can run with that in a
variety of different perspectives.
Who are you?
Hey, my name's Adam.
What do you do?
I help homeowners navigate the insurance
process to get the roof replaced.
Why do you do it?
Because that process is overwhelming,
confusing, and I make sure
folks get taken care of the.
And again, there's a million
ways that you can spin that.
So grab a piece of paper, write it down.
All right, so we covered your internal
dialogue and we covered how you
communicate, but now I wanna talk about
the third one is the sense of belonging
and fitting in in the roofing industry.
Now, first it doesn't matter,
but I know it does because that's
what keeps us driven and happy.
Now whether you agree with it or not,
The author of the book, the Courage
to Be Disliked, highly recommend
you read that one, by the way.
Loved it.
Get it on Audible.
Uh, if you can.
The, the, the Narrat.
Of the philosopher and the, and the youth
is what, what the, the characters are.
They have this philosophy conversation
and it's really powerful and the
author says that that happiness is
linked to one's sense of being useful
or community feeling in quotes.
Community feeling is feeling part of
something and someone's happiness level.
According to this Adlerian
psychology perspective is being
of use to someone being of use is
helping them through the process.
So every single.
That you've helped through the
process you are of use to, so that's
one piece, that sense of belonging,
because you're part of a community,
we are providing an essential service.
I mean, our own government called it an
essential service during the whole stuff.
In 2020, when everything shut
down, we could continue to operate.
So I wanna highlight the, the
analytical part we are of use to
other people, which means we belong.
But I know that it's not,
the buck doesn't stop.
You might feel like an odd duck,
an outcast, different from others.
I did another video, our YouTube
blank for roofing sales, old,
young, black, white skin color.
This, that, tall, short, fat, skinny,
uh, excon, felon, doesn't matter.
The belonging sense in roofing sales.
And this has been the fun part.
This has been like a.
big privilege that I've had in this role.
The roof strategist speaking at events
and communicating with thousands
and thousands and thousands of folks
is realizing that like, Everybody
is going through the same thing.
Everybody is dealing with the
same inner battles and demons.
Even the folks that don't want to talk
about it, they deal with rejection.
They've are afraid of rejection.
They have difficult days.
They wake up at three in the morning
with their mind racing also about
all this stuff they need to do.
We just talked about this.
On an episode, excuse me, on a, in
a session of the Pitch Pro movement.
And during that live session,
one of our members said, Hey, you
know, I'm really struggling to
wake up at four in the morning.
I'm gonna say drop in the chat, the
number one, if this happens to you.
And the chat was filled, and the
person in the movement said, wow,
I'm really glad I'm not alone.
I'm like, of I, I knew that, but you
needed to hear that for yourself.
You needed to see that you
my friend, are not alone.
The waking up in the middle of the night
with your mind racing completely normal.
The challenge of wanting to quit kind
of on the regular, very normal, the
struggle with your personal life.
You know, you, you, you're going through
a breakup or a divorce or something
horrible with the family and you have to
turn and put a smile on for a customer
while you just got a phone call that a
crewe left a bottle of pee if the job
site, and then this customer called
yelling cuz something went wrong and
you're like, I just want this day to be.
How's everything great and
you just gotta put a smile on.
Totally normal.
There is something that unites us
collectively through this experience,
and it's almost like we've all
been in the trenches together and
that sense of belonging extends
beyond every type of person.
Your background, like this is
the, this is the part that I love.
It doesn't matter what your background
is, your education, where you went
to school, if you went to school,
how much money you made before, how
much money you didn't make before.
Roofing sales is like this equal
level playing field of opportunity.
And we talk about belonging.
That's the best part is like
there's no rules tattooed up casual.
To the guy dressed up in slacks
and a button up, and we're
all out doing the same thing.
We're all out in the trenches and all
of us have come to this roofing space
with the shared vision of I didn't
need any, virtually any training, no
experience needed, and I can change
my life while helping people along
the way and earn life changing money.
And that right there is that
sense of camaraderie in community.
We're all facing the same challenges
in the home, and sometimes
we say, They're coming up.
This is coming up and they're not,
my competitors aren't having it.
Uhuh, let me tell you, from working
with companies that are just starting
mid-size companies to quite a few of
the top a hundred and even a few of the
top 10 roofing companies in America,
everybody is going through the same thing.
So I wanted to share this particular video
with you so you can share it with anyone
on your team who's questioned their pride
and their confidence in sharing what they.
Who hasn't wanted to feel grouped in and
categorized as door door salespeople or
roofing salespeople, and for folks who
just haven't felt like they fit or belong,
because at the end of the day, you do
belong because you are of use to someone.
You have skillsets that can help someone
through a situation or scenario that
they don't necessarily want to go
through, and you, my friend or their
guide, and I hope this video helps
you change your mindset of how you
talk to yourself about being worth.
by being of use to someone and how
you communicate with your customers,
not by trying to tell them what's
going on and make yourself look good,
but by just showing them with pride
and confidence, your commitment to
doing what's right and giving them
an amazing experience and giving them
an experience that they've probably
not had with any other contractor.
And in doing so, what I really
hope happens is two things.
I hope that your confidence goes.
And what follows is the second
that your income follows.
So that's all for this video,
and thank you for tuning in.
Listen, if you liked this
video, give it a thumbs up.
Or if you hated it, give it a thumbs down.
This helps me as I look through
the data to say, Hey, we gotta
do more of this, or more of that.
And I do have one more ask.
If you can drop a comment if this
resonated with you or if it didn't.
If there's things that you've
dealt with or not dealt with,
maybe you have some advice.
What could I tell someone?
If I was nurturing my
own little sales team?
What advice would I give them when it
comes to feeling proud about what you do?
That's the most beautiful part about
this channel is the community and the
people like you who are willing to
share, collaborate, and air out the real
stuff that folks just don't talk about.
So thanks again for joining
me today in this video, and I
hope this leaves you feeling.
Motivated, confident with the ability
and mental mindset to earn even more.
So you can smash your income goal and
give every customer an amazing experience.
So if you haven't already done it yet,
click into our free training center
and get access right now right here,
or text free to 3 0 3 2 2 2 71 33.
There's a link in the description
or YouTube thinks you're really
gonna like this video, and
I'll see you on the next one.