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Selling roofs in a price sensitive market? Struggling to close so you start dropping prices? Watch this video to learn the HORRIFYING truth about competing on price. My prediction: After watching this you'll never want to compete on price again. The math doesn't lie. Find out exactly how much it's costing you.
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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.
I'm about to show you the horrifying
reality about competing on price, and
my guess is that after you watch this
video, you will never, ever, ever
want to drop your prices ever again.
Now, this topic keeps coming up because
there's no secret that there's always
someone who is willing to do it cheaper.
And in fact, I was recently down in San
Marcos, Texas training a team of Owens
Corning contractors for an invite only
event down there, and this kept coming up.
Adam.
We have cheap labor.
There's always someone willing to do it.
And we're really struggling here.
Now, I have an entire training on
how to sell with the highest price,
even beating the competition.
But this isn't about that.
What this video is really designed to do
is to plant a seed in your mind, to change
the way you think about sales forever,
so you can run all of your personal
sales decisions and or your company
sales decisions by running them from the.
Now I'm horrible at math.
I've double checked this math, but
I encourage you to pay very close
attention and double check my math.
Most importantly, I want you to
follow along and do this math for
the numbers that are relevant to
your personal sales or your business.
So let's get started.
Hey, before we do, just wanna say
quick welcome or welcome back.
My name is Adam Zeman,
the roof strategist.
Super excited to have you here.
Everything I do here on my.
It's designed to help you and your
team smash your income goal and
give every customer an absolutely
amazing experience, but an amazing
experience needs to be funded.
We can't do it if we're broke, so we need
to learn how to sell with a higher value,
and that's gonna start with our mindset.
So let's jump right in, shall we?
The horrifying truth
about competing on price.
My, my goal is that after
you do this math with.
You're never going to want to
drop your prices ever again.
Let's start looking at a sales rep.
I'm gonna do an average of a hundred
roofs that are sold for this salesperson.
By the way, this is a number based on
a recent poll I put up on Instagram.
You can follow along at roof strategist.
I know the at roof strategist and I
said, Hey, how many roofs should a.
Average salesperson sell like someone
who's just like a good fit for the
industry and they're working full time,
and that range was 50 to a hundred.
I know that there's many that
can do more depending on the
structure of the business.
So reflect your number, but
follow along on my math.
Now, generally speaking, when we start
competing on price, we're doing price
drops on the retail side or we're giving
things away, or free upgrades, and we
end up forfeiting our commission, and
that range is gonna be about 200 to
$500 when we start giving things away.
What many people and salespeople think
and believe me as a new salesperson, I
fell victim to this very delusional way of
thinking, which was, Hey, well I'm giving
up two to $500, but it's in exchange for
earning a thousand or 2000 or $3,000.
So if I have to give
up a little, it's okay.
And again, you might be sitting there
thinking, Well, yeah, that makes sense.
Like if someone said, Here's two
grand, or here's 1800, like, do I care?
Like i'd, I'd rather two, but
I'll settle for 18 because
it's still better than nothing.
But what we don't think about is
the compound effects of what that
actually means on our personal income.
Which means if we sell a hundred
roofs and we're giving up two to
$500, we are forfeiting $20,000.
To $50,000 of income every single
year, we are literally giving away.
So imagine this, and I'm gonna, I'm
gonna be a little cheeky and playful
cuz I needed a gentle nudge when
I was, had this thought process.
And imagine going home to your
significant other tonight and saying,
Honey, are you cool if I give away
20 to $50,000 of our income to make
easier sales and bring some money?
No, your significant other or
spouse is gonna turn to you.
Reach out and grab your shoulders and
give you a good solid shake and say,
Honey, just learn to sell the value
because you won't need to sell as much.
Why are you giving away our income?
That's feeding our kids, setting up
our future, buying our dream home,
and setting us up to retire early?
What are you thinking?
So to make up for this 20 to thousand
dollars, 20 to $50,000 deficit,
if your average commission is two.
. That means that you have to
sell an extra 10 to 25 roofs
per year, which is a 10 to 25%.
Increase in your sales volume just to
make it where you should have been.
It is crazy.
Now, my guess, and from everything I've
seen, if you have to sell 10 to 25%
more roofs, okay, Which my calculation
is that if you were to sell these
roofs without having to compete on
price, your close weight may reduce,
but it's not gonna reduce 10 to 25%,
excuse me, in my experience, which.
Just sell at a higher price.
Even if you bring in less sales,
you're more profitable and you'll
make this money as opposed to having
to go chase 10 to 25% growth to just
net out where you should have been.
Now, this picture gets way more
horrifying when we start looking
at a company level, so owners and
managers pay very close attention.
For this example, I'm gonna use a
company that's selling 300 roofs a year.
All right?
300 roofs.
That's about a $6 million year
company with a $20,000 average on.
So your mileage may vary if
you are competing on price.
Generally speaking, when we're talking
full roof systems, we're not competing
on hundreds, we are talking thousands.
So for this example, we are
gonna say that you're giving
up $2,000 on every single roof.
Now, you might be doing this math
really quickly and having a heart attack
just the way I would if I saw this.
And I would say, Holy smokes, by
dropping my price by $2,000 throughout
my year of selling just 300 roofs, I am.
$600,000 of pure gravy
profit on the table.
Out of my own pocket from
the company, I am giving away
over one half million dollars.
Pardon me.
This gets really spooky because
that's a boatload of money and it
gets even spookier when we look at
the cost to the, to the company and
what we need to do to make up for it.
If we're looking at an average company
profit, and again, this is a range
adjust to your market, what you're
selling, storm retail, Northern
southern market, price per square, if
I'm talking average roof is $4,000 of.
That means that we must sell 150
additional roofs to get that back.
So let me remind you, you'd have to sell
150 more roofs, which means 150 more homes
that you have liability on that something
can go wrong to that you're married to
through the life of the labor warranty.
And you have to have your sales force
and cash flow tied up to sell 50%
more roofs to get to the same amount.
So if you have to sell 50% more, my guess
is if you're coming in at $2,000 higher,
on average, let's say, cuz you're not, you
decided I don't want to compete on price.
Is your close rate gonna go down by half?
No.
So even if you sold less roofs
with a higher amount, you
will end up making more money.
This race to the bottom is ludicrous.
We forfeit money, we
increase our liability.
Okay?
We destroy our cash flow.
We steal from those we love
and yeah, that's crazy.
I know.
from who we love.
And you might be saying, Adam,
that's really dramatic, but if
I took 20 to $50,000 outta my
family, I'm stealing from them.
I know it's a different way to think about
this and we are not financially healthy
if we end up, My handwriting is improving.
That's a joke.
not financially healthy.
, if we ended up bringing this
extra 600, look at what that
would do for your growth.
If you ended up bringing 20 to
$50,000 more per year, look what
that will do to your family.
So what I want you to do now is to
do the math based on the number of
roofs you sold, the average amount
you've given up on a project.
Figure out that difference and how much,
how many more roofs you need to sell.
And then what I'd love for you to
do is drop a comment and tell me,
are you ever dropping your price?
No, because smart salespeople who just
learn to sell at the higher price, even if
their close rate isn't as high, end up in
a better position with happier customers
in an amazing experience because you can
fund the growth and there you have it.
This is the horrifying truth of
what it means for you and your
company to race to the bottom.
Hey, thanks for joining me.
In today's video, if you want me to
do a follow up video on selling with
the highest estimate, go ahead and uh,
drop a comment below if there's enough.
We'll consider putting that
one in the video queue.
Super appreciate you being here.
I do have one thing to close
with, um, just cuz our time
here is about to wrap up.
Doesn't mean your and my time has.
And I have some exciting news.
We have a brand new free training
center and in our free training center,
we moved over our pitch, like a pro
roofing sales training video library,
which you can get a hundred percent
free@theroofstrategist.com or texting
the word free to 3 0 3 2 2 2 71 33.
And inside you're gonna get the,
the pitch, like a pro roofing
sales training video library.
The Roof Claims Crash
course as well is in here.
We have my recommended reading
list of all the, uh, books that I
think are actually worth reading.
It's the top 82 organized by category.
Here we have the, the replay for
my webinar and the 10 closing
techniques for every situation.
You can click right there, so I'd
love to get this in your hands.
You can click right over here and pop in
and get a free copy of the pitch, like a
pro roofing sales training video library.
By the way, if you've been in there
before, we're getting that all updated.
You should be getting an email with
your login link to get into the free
training center very shortly, and
if you want to hang with me here on.
Pop into this video and it
will see you on the next one.