The STRONG Roofer™ w/ Adam Bensman

Most roofing salespeople aren’t losing deals because they can’t close. They’re losing them because they never actually ask for the business. And I get why. You don’t want to sound pushy. You don’t want to pressure the homeowner. So you finish your presentation, hand over the estimate, and hope they make the next move. But no one “ends up married.” Someone has to pop the question. In this new video...

You say all the right words… and still lose the sale?   The same word or phrase can send very different messages because of the tone.   Here’s an example:   “That’s great!” (said with enthusiasm)   “That’s great…” (said with sarcasm)   Do you feel the difference?    In roofing sales, there are 5 tones to master.    Watch this new video with fellow RSA Mentor Kody Landals to learn:   1) The 5 tones...

A homeowner looks you in the eye and asks, “What makes your roofing company different?” What do you say? Maybe you’re licensed, insured, family-owned, and committed to educating the homeowner. Those are all good things. But here’s the problem… Every other roofer is saying them too.   Jon Abernathy and I asked roofers this question in a live event, and we proved this point.   When homeowners can’t...

This might explain why Google leads are down.  It appears that Google has quietly updated how organic rankings work.    Page 1 results are now different for everyone. We even did a screen-share to showcase how the same exact search term is showing different page 1 results.    This signals a big shift in SEO practices, and unfortunately the best practices of yesterday could actually be hurting your...

What separates the top earners from the rest?    How and where they invest in themselves.    Because talent is wealth.   You don’t need thousands of dollars to start.    One book, video, Podcast, or shared idea can change the trajectory of your career.   I call them “Golden Ideas.”  Dashaun Bryant, one of the industry’s leading D2D sales pros (and fellow Mentor inside RSA) shares this belief.    S...

If you’re not closing enough roofing sales, your pitch might not be the problem. You may simply be talking too much. Years ago, I shadowed a roofing salesperson outside Austin, Texas. He delivered every slide of his presentation perfectly. Then he left without the sale. The reason was obvious: He never listened. Most sales training focuses on what to say. But the best salespeople know how to uncov...

Kody Landals earned about 600 reviews in his first 2 years. What he’s most proud of is the 4.9-star rating.  That didn’t happen by sending a generic “Please review us” text after every job. It came from building a system around three things: 1. Deliver a 5-star experience. You can’t consistently earn great reviews without giving customers something worth talking about. 2. Create a culture that val...

When close rates drop, most of us do what we’re wired to do. We blow the whole thing up and start over.    Call an emergency sales meeting to introduce the “new and improved” process. But what if you could fix it without having to rebuild the whole thing? After nearly 16 years of selling, training thousands, and running by the numbers, I figured out 3 easy ways to increase close rates.    Watch th...

“We need to lower our prices.” I’m hearing this more and more because of how cutthroat it feels right now.  But before you do that, you need to see the math. Because a tiny drop in price can have a serious impact on your bottom line. And the good news? The opposite is true, too.    That’s why some roofers are actually increasing prices right now instead of dropping them. You’ll see why in this new...

The best salespeople simply think differently. They follow a handful of rules, or sales philosophies, that keep them focused when everyone else gets frustrated, makes excuses, or quits. After interviewing and working alongside some of the roofing industry’s most well-respected sales trainers and thought leaders, I realized something… Pretty much all of them agree on these. Watch this new video to...

No matter how talented your sales team, sometimes it can feel like you just aren’t growing the way you want to. Even when it feels like you have all the pieces in place. And it hurts even more when you hear things like, “I can’t win against these cheap roofers.” “No one is buying right now.” What if I told you that it may not be your sales team’s fault, and that there could be a framework to runni...

He’s been selling roofs for 27 years and calls himself a ‘Dinosaur.’ Dan Walrack has thrived in the massive changes our industry has seen. But Dan said there’s one thing that has not changed much for him over the last 27 years - his daily routine. These daily habits have helped him become one of the most successful people I’ve ever met in residential roofing sales.   In this ‘behind the scenes’ st...

He helped grow MHI from $3M to $17M in four years before selling the company. So I sat down with Jon Broce and asked a simple question: Looking back, what would you do differently? His answer turned into a great conversation about the mistakes that slow growth, cause chaos, and reduce profitability. Watch this new video to discover: How Jon worked backwards from production capacity instead of aski...

One of the best roofing salespeople I know rarely knocks doors. Dan Walrack gets roofing customers coming to him so he doesn’t need to knock doors all the time. He shared his strategy that’s helped him become a referral machine over the last 20 years. Whether you’re in your 1st year, or have been doing this for decades, you’ll likely learn at least one thing that will help you earn more referrals....

The best salespeople don’t “hard close” at all. They simply guide the homeowner naturally toward the next step. So if you’re not closing as much as you want to, or if you feel awkward, sleazy, or pushy, then this new video is for you. Watch to learn my top 7 closing techniques: 1) The Comfort Close 2) The Options Close 3) The Ask-less Close 4) The If-Then Close 5) The Install Date Close 6) The Neg...

Roofing sales just aren't as easy as they used to be. A few years ago, if you knew the insurance process, stayed persistent, and followed the playbook, you could do very well. Today we have higher deductibles, more ACV policies, managed repair programs, and more. That combined with a depressed market and even more competition makes it feel much harder than it used to be. The game has changed. That...

Before you start dropping prices or negotiating with homeowners, read this. Homeowners are price shopping more than before. One of the smartest sales strategies I've ever learned was from Jon Abernathy, and he trained his team to do the exact opposite: Offer an economy roof package. Here's the surprising part... Most homeowners don't buy it. Because it gives them a reference point that builds trus...

Roofing industry legend Dan Walrack shares the word-for-word d2d pitch he has refined over 20 years in this new interview. What inspired me the most from this interview was Dan’s philosophy. He isn't trying to "close" homeowners. He's trying to understand them and what they need. Dan’s pitch is brilliant because: • It starts a conversation that consistently gets homeowners talking. • The neighborh...

Roofing sales have gotten harder this year... I've had more conversations with roofing contractors describing sales as a “knife fight” than ever before. Leads are down. Homeowners are comparing more estimates. And too many roofers are responding by dropping prices just to keep jobs coming in. Here's the problem... If your answer to a changing market is simply lowering your price, you're playing a...

They are generating $250M per year… from referrals and repeat business. I sat down with Josh Sparks, Chairman of the ~$600M roofing portfolio called Infinity Home Services (IHS) to learn exactly how 40-60% of their revenue is word of mouth. While some companies are struggling for leads, IHS is growing and referrals are a huge reason why. Josh isn’t shy to share what’s worked for them because he sa...

Have you noticed how much harder it feels to get homeowners to make a decision lately? They're collecting more estimates. Comparing more options. Taking longer to decide. And in many cases... doing nothing at all. I recently heard about a homeowner who collected 12 roofing estimates. If every contractor presented three options, that homeowner was comparing 36 different roof packages. No wonder so...

If you’re struggling with low leads, low close rates, or cashflow problems, this could be why… You could be too slow at the moments that matter most. Because money follows speed. And if you’re too slow, you may be putting yourself at a big disadvantage. In roofing, there are 3 measurements of speed to master. Watch this new video to learn what they are, how to track them, and how to improve them....

How do shingle ratings and warranties actually drive sales? First, they are not the same thing, and many roofers are getting this wrong. Ratings = “This has been tested.” Warranties = “This company backs it.” Why does this matter? Because homeowners aren’t buying roofs. They’re buying what feels like certainty. If you can’t explain this properly to homeowners, they will not understand your value....

One of the most frustrating parts of running a roofing company right now is feeling like someone else controls your growth. Maybe it's the lead company. Maybe it's the marketing agency. Maybe it's a referral source that's slowed down. Or maybe it's the simple reality that every lead seems to cost more than it did a year ago. When leads get tight, most contractors react the same way: "We need more...

Have you noticed it feels harder to get homeowners to make a decision lately? Maybe you've watched estimates sit longer than they used to. Maybe you've seen homeowners choose repairs over replacement. Maybe lead costs are climbing while opportunities feel harder to come by. You're wondering... "Is this just happening to me, or is something bigger going on?" I had the opportunity to spend time with...