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Point of NO RETURN in D2D Roofing Sales (& Easy Steps to Be Confident)

Right as we approach the door, we can feel like we are approaching the POINT OF NO RETURN.

You know that feeling. I’m talking about the point of no return when we get to the door and, suddenly:

  • We anticipate the homeowner answering.
  • Our heart starts pumping faster.
  • We get nervous.
  • We don’t really know what we’re going to say.

Now, if we haven’t knocked on enough doors or if we don’t have that experience:

  • We begin to freak out.
  • We get cold feet.
  • We get NERVOUS, and we end up fumbling or stumbling on our words.
  • We get rejected, and our confidence just goes down the drain.

I know that’s happened to me before, and I really want to get rid of the ego in this sales world and share the REAL things, like this, that we go through.

So, I’m going to share a really simple framework to follow, combining my SLAP Canvasing Formula with an easy opener and a little mental trick, to help you make those initial conversations at the door SO much easier so that:

  • You don’t feel like you’ve reached that point of no return.
  • There’s no bailing out.
  • You’re setting yourself up for success.

Before we get started, I first want to share a quick welcome or welcome back. My name is Adam Bensman, The Roof Strategist. Everything I do here — and on my YouTube channel and in my all-in-one sales training, sales strategy, and sales system, the Roofing Sales Success Formula & Complete Sales Strategy — is designed to help you and your team smash your income goals and give every customer an amazing experience.

And if you’ve been following along with me at all, you’ve probably heard me talk about a free offer. Well, guess what? I now have a new and even BETTER offer to share with you — access to my brand-new FREE training center. In fact, all the freebies in this blog will take you there, giving you access to my:

  • Pitch Like a Pro roofing sales training video library
  • Roof Claims Crash course
  • Recommended reading list, which includes the top 82 books I’ve read that I think are actually worth reading
  • 10 closing techniques that work for every situation

Simply click the link above, enter your email, and get access to that free training center, so you can begin to Pitch Like a Pro (when you do, you’ll be joined by many thousands of other folks who are already there).

Now, let’s get to it.

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D2D Roofing Sales: The Psychology Behind the ‘Point of No Return’

This point of no return as you approach the door often comes down to confidence. Looking at the fundamentals of sales psychology, for any of us to feel confident in sales, the only thing we need to know is what we’re going to start saying.

And one of the skillsets we develop is what I call “think-fast ability,” meaning the ability to speak and think at the same.

That’s one of the reasons why my ARO Objection Handling Formula works so well, by the way. I have a whole playlist inside that free training center on objections. So, pop in there and discover how to overcome the top objections you’re probably going to face in roofing sales at one point or another.

So, the first part of the framework is simply figuring out what are we going to start saying.

After all, we need to know how we’re going to begin speaking. And with enough repetition, the rest is going to flow really naturally.

D2D Roofing Sales: The SLAP Formula

We’re going to combine a few elements with the SLAP Formula (and if you need help with that, there’s a whole playlist inside the Pitch Like a Pro roofing sales training video library. For more on that, just grab my all-in-one sales training, sales strategy, and sales system, the Roofing Sales Success Formula & Complete Sales Strategy. That’s where I teach the WORKS).

So, the SLAP Formula stands for:

  1. Say, “Hi,” and break the ice.
  2. Let them know why you’re there. In other words, justify the reason why you’re stopping by.
  3. Ask an open-ended question that makes them think before they respond. So, don’t ask a yes-or-no question. Ask something they have to think about before answering.
  4. Present to their answer.

So, all we really need to worry about is:

  1. Saying “Hi” to break the ice 
  2. Explaining why we’re stopping by

Now, I’m going to make this even easier because there are ONLY five reasons that you’re stopping by, and I’m going to share them all with you, so you have them ready to go, in your back pocket when you’re at the door.

D2D Roofing Sales Stop-by Reason #1: You’re new to the neighborhood.

When you’re brand new in the neighborhood, it means:

  • You haven’t shown up.
  • No one knows who you are.
  • No one recognizes the logo on your shirt.
  • You’re showing up to fight the big uphill battle of being cold.

That’s the first reason you’re stopping by, and we want to just make it sound as familiar and natural as possible. To do that, we can say something like:

Hey, my name’s Adam, The Roof Strategist.

The reason I’m stopping by is that I’m talking to some of the folks here on Lexington Lane.

By the way, I do NEVER recommend fibbing or lying about talking to neighbors who don’t exist.

ALWAYS just share the truth, and that can be as simple as saying something like, “I’m speaking with some of the neighbors here,” even if you’ve never been up on the roof. And, of course, if you have more specifics about neighbors you’re talking to (like names), by all means, share those too.

D2D Roofing Sales Stop-by Reason #2: You signed a customer.

Another reason that you’re stopping is that you’ve just signed a customer.

So, the minute you leave that house with a deal:

  1. Knock on the neighbor’s door.
  2. Let them know who you are.
  3. Tell them that their neighbor just selected you to do their roof (and, better yet, mention the neighbor by name).

D2D Roofing Sales Stop-by Reason #3: You scheduled the job.

Now, most people don’t do this, but in my sales system, I teach reps to do it because it’s a missed opportunity.

When the job gets scheduled, we have the perfect opportunity to:

  • Leave that door hanger letter at the door.
  • Let the neighbors know about the upcoming installation.
  • Send a direct mail letter.

D2D Roofing Sales Stop-by Reason #4: It’s install day.

At this point, if we’ve laid the right groundwork and stopped by after signing a new customer or scheduling an install, we have a ready-made approach at the door.

In fact, we can simply use this to follow up, mentioning the materials we left or sent and explaining that we’re just there to follow up.

D2D Roofing Sales Stop-by Reason #5: Their neighbor’s roof is done.

The final reason we’re back in the neighborhood is because we’ve already done roofs their neighbor’s roof

We have already worked with and helped the neighbors, and that’s why we’re stopping by now — to see if we can help anyone else.

Recap: How to Build Confidence & Overcome the Point of No Return in D2D Roofing Sales

Putting this all together, when we feel those nerves as we approach the door in D2D roofing sales, we can set those aside — and replace them with confidence — by blending the following.

First, use the SLAP Formula to:

  1. Say high and break the ice.
  2. Let them know why you stopped by.
  3. Ask an open-ended question.
  4. Present to their answer.

Second, be prepared to explain why you are there. Remember, there are ONLY 5 options to choose from here. The ONLY five reasons that you’re going to be at that door are because:

  1. You’re brand new in the neighborhood.
  2. You have signed a new customer.
  3. You’ve scheduled the job.
  4. It’s install day.
  5. The install is complete.

Now, you have a very simple framework to follow at your very next sales appointment. This guides you, so:

  • You know EXACTLY what to say when you approach the door.
  • You never have to experience that “point of no return,” which can leave you tongue-tied and cause you to lose the deal.

Get More Roofing Sales Strategies, Scripts, Tips & Videos

If you want more on any door-to-door roofing sales topic, you’ll find it in my all-in-one sales training, sales strategy, and sales system, the Roofing Sales Success Formula & Complete Sales Strategy.

This exclusive program covers everything from knock to close, with packages for individual roofing sales reps and entire teams. Many roofing sales companies LOVE this program because it’s a consistent process to train everybody on a relatable sales system that WORKS and that’s a lightning-fast way to get results.

If you have questions, just call or text (303) 222-7133 for more info or a private demo.

You can also subscribe for the latest roofing sales training videos and/or get a copy of my Pitch Like a Pro roofing sales training video library. It includes every roofing sales video I’ve ever done, organized by category, along with a bunch of tips, tricks, and more. It’s great for new people and seasoned veterans, and it’s updated all the time to help you and your team smash your income goals and give every customer an amazing experience.

And don’t forget to check out my Marketing Battle Pack for instant access to 70+ pieces of my proven, turnkey roofing sales and marketing materials. It’s an entire suite, specially designed for sales teams, managers, and owners, providing:

  • Scripts
  • Scheduling
  • Direct Mail Letters
  • Door Hangers
  • Goal Projection Planners
  • A LOT more!

It’s affordably priced and comes with a 100% money-back guarantee. There’s also a playlist of instructional videos in there, explaining every single thing. So, you can watch the videos, and you’ll know exactly what to do.

Thanks for joining me, and I look forward to sharing more with you in the next blog.