This 5-step closing framework will help you close more deals consistently and confidently — even if you’re priced higher.
In fact, this worked for TJ in just TWO DAYS. After training, TJ closed one against two of his biggest competitors that he’s always priced higher than by following this framework.
Now, I’m going to teach you these five steps in order so you can:
- Take some notes.
- Implement these steps in the very next sales appointment you run.
First, welcome or welcome back, by the way. Adam Bensman, here, The Roof Strategist. Everything I do here is designed to help you and your team smash your income goals and give every customer an amazing experience.
And one of my greatest WHY’s that fuels me to create experiences all across America (and in Canada, Australia, and Sweden) is to create an enjoyable experience, both for the homeowner and roofing sales reps, using this 5-step closing process.
Now, let’s rock and roll.
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Roofing Sales Closing Step 1: Proactively overcome objections.
Whether you’re selling storm or retail roofing sales, if you wait for questions to come up or hope they don’t, you have to throw that out the window.
I did a video on Top Closers’ Method of Objection Handling WITHOUT Rebuttals, and I recommend watching that because I go into greater detail there.
The point is that you HAVE to bring everything into your presentation proactively because:
- It builds a tremendous amount of trust.
- It positions you as the expert.
- It shows that you know what you’re doing and that this isn’t your first rodeo.
- It shows that you’re NOT hiding from anything — you’re airing out ALL of the baggage and concerns that they may have.
And that makes people feel a crazy sense of comfort and crazy in a good way. So, again, step number one is to proactively overcome objections.
Roofing Sales Closing Step 2: Ask if they have questions.
Next, you’re going to want to spring in a key question both:
- Throughout your presentation
- Right before you close.
Specifically, you want to ask this question — Do you have any questions for me?
We want to do this to draw out their questions. After all, if they have questions, we KNOW they’re not listening.
In fact, it’s just like back when you were in middle or high school, except you’re a roofer now. If you were like me, you struggled a bit in some classes — and:
- If you had a question, like in math class, THAT is the question you’re stuck on.
- The teacher would keep teaching for like 5 more minutes.
- I was lost during that 5 minutes because I didn’t catch anything she said. I was STUCK on my question, with my hand raised, waiting for an answer.
The SAME thing is happening with our homeowners.
So, we want to draw out those questions, so we can give them answers.
Roofing Sales Closing Step 3: Ask 2 more questions before closing.
Now, we’re going to loop in a couple more questions before we close. This philosophy is different from others out there, and I know many folks say:
Close early, close often, and ask for the close.
Of course, you CAN do that.
Again, there’s a blend between what works and what makes people feel comfortable. In fact, I’ve seen things that can work, but they can also fail BAD and:
- Repel a customer for life
- Get that customer to write you a one-star review because they think you’re too pushy, too sleazy, too salesy, or too aggressive.
I NEVER want that to happen. So, there’s a fine line between what works and what lands with your moral and ethical compass.
Here’s what works for me (and I’ve proven it by serving tens of thousands of people and seeing what homeowners say about the sales experience).
Since I’m focused on creating an AMAZING experience in the house, I want to ask these two questions back to back before we go in for the close:
- Do you have any questions for me? If we ask for the business when they still have questions, we’re almost always going to get a “no” or some excuse why they can’t. That’s the biggest reason that I don’t believe in going in for the kill or asking for the sale when you haven’t drawn out all the questions. If you do, they will NOT be ready, and they WILL clam up. It’s WAY too much, too soon (think about it like coming on too strong when you’re on a date; if you dive into meeting family, talking kids, and more, you’re going to scare off a potential partner). That’s why I don’t believe in going in hard early.
- Does this all make sense? This is a counterpart to the first question and gives homeowners another way to raise concerns. It’s simply another way to ask, “Are you sure you have no more questions?” This helps peel back any layers of concerns and draw out those buying questions, so all those things are addressed before you go in for the close.
Roofing Sales Closing Step 4: Go in for the close.
At this point, it’s time to close. Now, there are a MILLION philosophies on how to do this.
Quite frankly, I don’t care which one you use. I teach one particular approach as a go-to technique, but you need to know a lot more than just that.
And if you want to learn more about this, just jump over to my free training center. You can also get access by texting “FREE” or “DEMO” to (303) 222-7133. In my training center, there’s one module called, “10 Closing Techniques for Every Situation,” which has been a BIG hit. So, check that out.
Now, when you’re going in for the close and asking for the business, whether you use the assumptive close, the comfort close, the risk reversal close, or some other method:
- Use whatever closing technique you’re comfortable with.
- Get familiar with the pros and cons of whatever closing technique you use.
I teach the “comfort close” because everything I’ve done in the house is designed around building a comfortable experience.
So, going in for the close is step number four in the roofing sales closing process.
Step 5: Use a backup closing technique.
Before we dive into number five, I just want to do a quick summary of where we’re at. So far, we’ve covered the first four steps of closing in roofing sales, and those are to:
- Proactively overcome those objections.
- Ask, “Do you have any questions for me?” Then, sprinkle that question throughout your presentation to continually draw those questions out.
- Ask two more questions before we close — “Do you have any questions for me? Does this all make sense?”
- Go in for the close.
Now if you don’t get a “yes” in Step 4, the 5th step here is to go for the backup close. This is your Hail Mary. You may still get the deal if they say, you know, I still have questions, or I’m not quite ready yet, but we need to know other closing techniques. And that’s what I’ll call the backup close.
THIS is where I see the biggest difference between decent salespeople and top pros:
- Decent salespeople can follow the process and the framework. They go in for the close, and if they don’t get it — like if the homeowner has to think about it — they shift into an ice guy mode.
- Top salespeople — real professional closers — are going to learn how to continue that conversation, after they first ask for the close, using the ARO Objection Handling Formula (which I teach in my sales system).
Again, that backup close is learning how to:
- Address those questions.
- Come back with various closing techniques.
Those closing techniques could include the:
- Comfort close, in my opinion, works on repetition,
- Assumptive close or the next step close, which can be paired with the comfort close
- One-trick pony close, like when you’re going to try it, it doesn’t work, the homeowner solves questions, and you need to use a different tool.
- You’ll own it for life.
- There are NO monthly fees and NO annual fees.
- I put my money where my mouth is, so this is backed by a 30-day money-back guarantee.
- You’re going to get trained up in a lightning-fast 2.5 days.
So, see for yourself why thousands of folks are turning to this platform for storm and retail and why roofing companies in every state in the U.S. — including in Canada, Australia, and more — are using this system. It WORKS, and it’s why I’ve become Owen’s Corning’s newest official sales training partner.
Recap: 5 Simple Steps to Close in Roofing Sales
Summing all of this up, here’s the simple 5-step system to closing more deals in roofing sales:
- Proactively overcome objections: Sprinkle them throughout your appointment.
- Ask if they have questions: You can literally ask, “Do you have any questions for me?” throughout the appointment.
- Close the loop before you go in for the close: You can simply ask, “Do you have any questions for me so far? Does all this make sense?”
- Go in for the close: Use your technique of choice.
- Have a backup closing process: Just in case you need it, have some tools in your back pocket for engaging in the conversation. With this, you can then come back in for the close if you need to.
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Thanks for joining me, and I look forward to sharing more with you in the next blog.