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Pitch Perfect: How to Approach Your Roofing Sales Over the Next 30 Days [30-Day Sales Challenge]

Hey, Adam, here at The Roof Strategist. Today, we are continuing our 30-day sales challenge by sharing some strategies that can supercharge your sales exponentially — I guarantee it.

You’re going to learn the framework of acing your pitch at the door to differentiate yourself from competitors, regardless of whether you’re working with old damage or fresh storm damage, a denied claim, a partially approved claim, or someone who has their check in hand. We all hate that one, but you won’t when you learn the right way to pitch it.

Alright, buckle up. I’m going to share four perfect roofing sales pitches with you. Let’s get started.

Perfect Roofing Sales Pitch #1: After a Fresh Storm

First up is how to start that conversation after a fresh storm. To understand the customer, we have their needs and desires. Think of it in their shoes, not yours. What do they want? What do they need?

The only things they want to know at this point are the answers to these questions. Do I have damage? How bad is it? And do I need to file a claim?

And what do they need to get those answers?

They need someone to go up there and take a look at the roof. That’s us.

Here’s how I do it.

Your Pitch After a Fresh Storm

When I’m knocking on the door after a recent storm, I’ll say something like:

Hi there. My name is Adam. I’m The Roof Strategist. I’m in the neighborhood today. Obviously, you saw that rather severe storm. I’m simply offering complimentary inspections, where I’ll hop up on the roof. I’ll take 5 or 10 minutes. I’m going to photo-document everything I find.

And when I come back, I’m going to show you everything, answer any questions, and walk you through any processes and next steps to help you decide if it makes sense to file a claim or not.

Do you have any objection if I hop up on the roof for a quick inspection?

Boom, see that?

Right out of the gate, I explained who I am, why I’m here, what I’m going to do. I lead with something tangibly valuable.

I do NOT say I’m here to pitch you anything, or I’m here to sell you anything. I didn’t say that.

I’m offering Roofing Services. I said that I’m here to help them find damage, and I bring my phone up there with me. I take videos and pictures of the shingles and all the soft metal damage on the roof.

What to Say & Do Next

When you come down off the roof with your phone in hand, here’s what you can say next:

Listen, [Mr. Homeowner], I have these pictures.

By the way, I’m out in the sun, and I can barely even see my screen. Where’s a good spot for us to walk through these pictures?

I’ll show you what I found and educate you on the next steps.

At that point, you’re basically asking to be invited into the home without saying it.

I guarantee you that homeowners will invite you inside their house to sit down at the kitchen table and walk through the pictures. Then, you can:

  1. Scroll through your pictures and videos.
  2. Tell them what you found and educate them on the damage.
  3. Give them the option of filing a claim and explain that they would only owe their deductible. No more, no less.

Why This Roofing Sales Pitch Stands Out

The language in this pitch is unique. In fact, the language — the negative agreement — is the number one thing I’ve used to get permission to get on the roof.

You don’t say, “Can I hop on your roof?” If you do, what most people say to a solicitor is “no.”

So, if I know the word “no” is coming, I say:

Do you have any objection if I hop up on your roof for a quick inspection?

When someone says “no,” that means they do not object. They agree.

Now, this isn’t a trick or a hack. It’s not abusive by any means. It’s helping someone let down their guard and get comfortable with you, so they say, “Yeah, I don’t have any objection with that. Hop on up.”

When you use that hook the right way, the amount of people that are going to take you up on that offer is going to skyrocket. It’s going to be GOLD.

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Perfect Roofing Sales Pitch #2: Partial Payments

Now, for partial payments, here’s what you do. You knock on the door and say:

Oh, hey there, my name is Adam. I work in the neighborhood and have been talking with some different homeowners — Peggy, Jim, Sally [or whoever]. And I’ve found that after that storm, most folks have only had their roofs partially paid for and are kind of in a bind.

So, I just want to stop by and see how the claims process has gone for you.

That was an open-ended question. Here’s the beauty of that.

If you know that you’re working a fringe area and most of the roofs (or even just one or two) have been partially denied — and they should only be partially paid for — you have an easy hook to simply start a conversation. How has the process been?

What If the Roof Was Already Paid for?

Or what if it was denied? What if the homeowner didn’t even file a claim?

It doesn’t matter. Why? Because you’ve just started a conversation that can go like this:

Homeowner: Oh, Adam, thanks for stopping by. Actually, our adjuster came out, and he already paid for the roof.

You: Oh, great. I’d be more than happy to help and tell you about the next steps.

No One Looked at the Roof? They Think the Roof’s Fine?

Now, you could get a homeowner saying they haven’t actually had anyone look at the roof or they think it’s fine.

If you’re in a conversation, you can casually say:

Do you have any objection if I hop up and do a quick inspection? I’ve already been on some roofs in the neighborhood, and I found some damage and educated folks about their options, which by the way, are very cost-effective with your homeowner’s insurance. I’ll walk you through the options.

But, really, all I’d love to do is just document what’s up there. I’m going to show you because most people don’t get up on the roof. I’ll educate you, and I’ll advise you on the next steps. What you decide to do from there is totally up to you.

Sound good? Yes? Cool.

You can use that line again at the end — “Do you have any objection if I hop up on your roof real quick for an inspection?” That’s how you lead them with the hook on the partial damage or whatever their situation is. It doesn’t matter where they’re at because you’re going to start a conversation.

Perfect Roofing Sales Pitch #3: After a Claim Denial

When the claim has been denied, slightly switch the pitch. You knock on the door and say something like this:

Oh, hey, there, my name is Adam, The Roof Strategist. I’m in the neighborhood. Today, I’ve been helping homeowners, and it seems that most of the folks in this neighborhood after that big storm on [the date of the storm] have had their roofs denied by their insurance company. But what we’re finding is that, even after many of those denials, we’ve been able to reverse them by finding significant damage.

So, I’m just in the neighborhood today offering complimentary inspections. I’m going to hop up there and photo-document any damage I find. And if your was claim denied, I’ll let you know what I think. And if you didn’t, I’m going to educate you on the option.

So, before we get to that, what was the outcome when your insurance company showed up?

Again, we are leading with an open-ended question. Because while they’re hearing that pitch, they might be thinking, Oh, I already got approved, I got partial payment, I never filed the claim yet, or I have the check in hand.

Respond to Their Needs

Remember, they’re going to tell you where they are at in the process. All you have to do is speak directly to their needs. That situation.

Now, in my Marketing Battle Pack, I have an entire document on these four stages and the different needs and desires that people have on this so that you don’t pitch about doing an inspection. If they already have their claim paid for, you learn how to overcome the common objections like, “Well, I’m just looking for a quote because it’s already paid for” or “the insurance already said it’s damaged.”

They’re trying to play their cards close to their chest, so you come in and educate them about the right way —and you win the business in the process

Perfect Roofing Sales Pitch #4: They Already Have the Check

Now, let’s talk about folks with a check in hand, ready to go. These people live in “Ground Zero” because they get golf ball- or softball-sized hail that’s obliterated their roof.

In fact, there’s no question homeowners in these areas need to file claims. There are holes in the siding, the windows are shattered, and the roof is obliterated. These folks are filing the claim instantly, and insurance is coming out.

They want that quote now, right? In fact, the homeowners are thinking, I need a quote from a roofer to get my roof done. They have a check in hand, they’re playing their cards close, and maybe they want to try to pocket some money.

And they don’t trust roofers. They don’t trust the insurance companies. They’re just going to kind of get three quotes, right? It’s what everybody does. They just want three quotes from three roofers.

So, here’s what you do. You leave. You’re not going to do it. Say:

Hey, it’s clearly no secret your house looks like Swiss cheese. And I’m sure you’ve already had the insurance company out to take a look. I’m here to provide an opportunity to get a second opinion and some information about your roof replacement, should you be interested in selecting a reputable contractor.

Then, close with open-ended questions.

Did you receive your insurance paperwork yet? How did you feel about it? Do you feel like it was paid for appropriately?

A lot of people are going to respond with something like:

Oh, that asshole adjuster didn’t pay for my grill cover, the fence caps, and painting the fence!

There are going to be things that are left out. So, we always want to ask what the insurance company left out. How did you feel about their report?

Again, the open-ended question is going to get them talking.

What’s Next: Educate the Homeowner

Now, at this point, you’re going to go down one of two paths:

  1. “All I want is a quote,” they say. I’m going to teach you how to overcome that.
  2. “I’m still waiting on it. I’m not sure yet,” they tell you.

Either way, we need to flip the script, take control of the sale, and educate the homeowner on what their options are.

Now, they’re thinking of the quote they need for a roof replacement. We know they need a pro like us to make sure that they didn’t get shorted by the insurance company and to do the right job.

So, when we start that conversation with them about the roof damage and the quote, we want to educate them. Say:

I know you have your insurance paperwork. Are you comfortable sharing that with me?

Some will say yes, and some will say no. Roll with whatever it is.

What to Say Next

Whatever response you get from homeowners, here’s what you can say:

What I’d love to do for you is hop up and do a quick assessment of the property. I’m going to document the damage that I find and show you it to make sure that it coincides with what the insurance company has identified. Because nine out of 10 projects that we work on, we find stuff that goes above and beyond what the insurance does.

Now, that’s not to say your insurance company is bad or evil. It’s to say that they’re human. They’re here to process your claim and process the paperwork and get it closed as quickly and cost-effectively as humanly possible. That’s what they’re there to do.

My job is to make sure that your roof is paid for appropriately, that all the damage has been assessed appropriately, and that the installation has been documented properly for your home. Because not all roof replacements are the same.

So, I don’t I’m not in the business of giving out quotes. I’m in the business of helping people get their claims settled appropriately.

That’s how I like to lead with further discussion after the open-ended conversation. I educate them on the process, breaking them down from wanting a quote.

Call Out Their Thinking & Expectations (& Explain How They May Be Off)

Next, I like to use a little bit of a scare tactic that is grounded in a real story. Now, you want to call out head-on what you know they’re thinking. Say:

What I’m sure you’re thinking is that you want some quotes because, just like a car claim, you’re probably going to get a quote, and you’re going to compare quotes. You might want to choose the cheapest and pocket the extra money. And I just want to educate you on this process because it does not work the same way.

At this point, we educate them on how they get paid the actual cash value upfront and the depreciation upon completion. So, you say:

You’re only going to get the first $12,000 of the full $20,000. Now, to get the project going — and the only way they’re going to get the extra $8,000 minus your deductible — is when the job’s done and paid in full.

The insurance needs an invoice to show that that amount was paid.  Because by law, you, Mr. or Mrs. Homeowner, are responsible for your deductible, which was [whatever that amount is].

So, no matter what, that is the out-of-pocket expense for you, less any elective upgrades. And my job is to make sure everything else goes off without a hitch. Because if you’re going to spend the $1,000, $2,000, or $3,000 in your deductible, you want everything done right.

Of course, they will.

Explain the Process

The other thing that we want to do is educate the homeowner on what might happen during the process. I’m talking about:

  • Finding additional damage or uncovered damage
  • Complexities in the install that may not have been identified on the front end.

Now, if they’re working off of a bid from a contractor, they’re going to be paying out of pocket, which could end up costing them thousands of dollars. Here’s how that can be a problem.

Example: I got a new roof on $7,000 decking. It was not just two layers. There was a hidden third layer that was all wood shake. We had to tear it all off and re-deck the entire roof. It was a $7,000 bill to a homeowner until we came in, educated them on the process, and got it paid for.

I like to use that as an educational process to win business.

Recap: How to Deliver the Perfect Roofing Sales Pitch in Any Situation

When it comes to pitching homeowners in different stages of the process, it all comes down to strategically:

  • Using your hook
  • Using those open-ended questions at the door
  • Keeping that pitch short
  • Ending with the open-ended question to start an easy conversation (while referencing people in the neighborhood)

Again, knowing what stage they’re at in the claim process, you can focus all of your materials on what the person needs. It doesn’t matter if one or two outliers fall in because they’re going to start that conversation with you.

Want More Roofing Sales Strategies, Tips & Videos?

Subscribe for the latest roofing sales training videos, where I share more on how to handle objections using differentiating language and my price lock guarantee (that just means they pay the deductible, no more, no less. I spin the deductible and explain how it acts in their favor).

Also check out my Marketing Battle Pack that includes my:

  • Sales goal planner
  • The door hangers to leave on the door if no one’s home
  • The under-the-radar sales letter, which you can pop in the mail and send to the homeowners when you’re writing the addresses down
  • Your base pitch at the door
  • The four different stages of the claims process
  • And a whole lot more!

Thanks for joining me. We’re going to continue the 30-day sales challenge, and we look forward to sharing more with you in the next blog!