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SMASH Roofing Sales Using These 2 “Tones” | Not WHAT You Say, But HOW You Say It

Let’s talk about tonality and how it’s going to make or break you in roofing sales.

Now, head’s up, you might be a little uncomfortable with this topic because I’m going to break down the power of tonality with three very strong examples of how the exact same thing can come across leagues apart, simply depending on how you say it.

This topic was inspired by a gentleman who reached out to me saying that he tried my Famous One-Liner on How to Get on More Roofs and that it didn’t work. And I’ve been down this road before, with people saying, Hey, Adam, I watched that. It didn’t work for me.

AND what’s missing here — when they use the, Do you have any objection? line — is NOT the language. It’s in HOW that line is delivered.

So, I’m going to:

  1. Break down tonality. 
  2. Show you three different examples of how to say the same thing using different tones. 
  3. Explain the two types of tonalities you need to master in roofing sales.

Welcome or welcome back, by the way. My name is Adam Bensman, The Roof Strategist. And everything we do here (and on my YouTube channel, Instagram, and my podcast on Apple and Spotify) is designed to help you and your team at smash your income goals and give every customer an amazing experience.

To do that, we need to master not only what we say but how we say it.

And everything I’ll be sharing with you here is in much greater detail inside my all-in-one sales training, sales strategy, and sales system, the Roofing Sales Success Formula & Complete Sales Strategy.

If you’d like to learn more, just call or text (303) 222-7133, and our team would be more than happy to chat with you and answer your questions (Disclaimer: This phone number is not for advice; it is only for product and program questions. You will not reach me. You’ll reach a member of our team).

Now, let’s dive into tonality and how it can make or break you in roofing sales.

Why Tonality Matters in Roofing Sales

When people tell me that they’ve tried a roofing sales pitch or line and it didn’t work for them, often, that’s because there’s a BIG disconnect between:

  • What they’re thinking
  • What they’re saying
  • What’s actually being communicated to the homeowner

In fact, sometimes, even if what you were trying to say is very clear, how it lands or is received by the homeowner is VERY different.

What’s factors into this is body language and tonality.

Now, I’m going to show you exactly how the same words can impress a different meaning, based on body language and tone, using the simple phrase, “Oh yeah,” as an example.

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3 Examples of Tonality in Roofing Sales

If you watched wrestling in the ‘90s, this’ll ring a bell. Remember, the wrestler Randy Savage?

He’d famously belt out “OOH YEAH!”

Roofing Sales Pitch Strategy | How Tone Can Impact Your Roofing Sales Pitch


Here, “OH YEAH,” is an agreement of enthusiasm and excitement.

But that’s not the only thing “oh yeah” can mean.

Depending on our tone, we can also say, “Oh yeah,” to impart:

  1. A simple agreement: This would be a simple statement of, “Oh, yeah,” after someone says something. It shows you heard them, and it acknowledges what they’ve said.
  2. Agreement and empathy: This would be in a question form, like “Oh yeah?” It can imply “tell me more” without actually saying those words.
  3. Romantic encouragement: “Oh yeah,” in a higher cadence with a moan and softer tone, could come across in a very intimate way (and now, I’m officially past my comfort zone here! 😂).

So, those are just three different ways I can communicate, “Oh yeah.” And they can all mean VERY different things.

The point is that the tonality of what we say carries almost more weight than the actual words we speak.

Now, let’s look at the types of tonality you need to master in roofing sales.

Roofing Sales Tonality #1: Authority

An authority is an expert in their field, someone who knows exactly what they are talking about. When you listen to someone who’s communicating something they’re passionate about or excited about, they use a tone of authority.

The authoritative tone is directive. It’s a place of power.

When we communicate with homeowners, we want to have this tone. We’re there to share our expertise, and our authority comes across when we say things like:

Mr. Homeowner, I want to explain how this process works for you.

Mr. Homeowner, I understand you’re getting three estimates. Let me explain why that might not be working in your favor.

Roofing Sales Tonality #2: Empathy

Along with authority, the other tonality to master in roofing sales is empathy. This is NOT the same as sympathy. Instead, empathy means putting yourself in the homeowner’s shoes and feeling what they feel.

Remember that empathetic, “Oh yeah,” above? Well, that comes in handy when you’re talking to homeowners, and you’re trying to connect and build trust.

And empathy is how we overcome objections to start using the ARO Objection Formula. We acknowledge their concerns, reassure them, and overcome the objection, putting the person at ease and making them feel heard and understood.

That builds trust as the foundation for closing more sales (check out my video on the 3 Dominoes to Closing in Roofing Sales, going over how trust, need, and money are the basis for ALL objections in roofing sales).

How Authority & Empathy Can Help You Win More Roofing Sales

Now, let’s break this down. With authority and empathy come several things, including:

  • Guidance
  • Power
  • Clarity
  • Trust building
  • Making people feel heard and understood

By the way, these two tonalities come across very clearly in my objection strategy training, as well as the Car Park Closing Formula.

If you’ve been paying really close attention up until this point, you’ve also noticed that I’ve shifted my tone in this blog too:

  1. I started with a bit more of an empathetic tone.
  2. Then, I connected on a deeper level.
  3. Next, I moved into a position of authority.
  4. Finally, I spoke from experience, in a matter-of-fact way —This makes the message land differently than if I’m saying the exact same thing in loosey-goosey, airy terms (which would make it seem like I really don’t even know what I’m talking about).

So, just through a tone shift, the message is entirely different.

How to Leverage Tonality in Your Roofing Sales Pitch

Going back to my one-liner roofing sales pitch — Do you have any objection? — this is where we search for a negative agreement, meaning that:

  1. People naturally want to say “no” to answer this question.
  2. By saying “no,” they’re actually agreeing to it because their answer really means “yes” (because they have no objection).

Now, there are two places where I typically see reps running into trouble with this when I’ve shadowed them in the field. Without a handle on these two things, there can be a major disconnect between what’s going on in their mind versus what’s landing on the customer. And those two things are:

  1. Tonality: Stern, aggressive, and overly authoritative tones are turnoffs. They’re all too forceful. Instead, the approach has to be friendlier and more inquisitive.
  2. Body language: A confrontational stance can make you come across as more aggressive too. This is when you’re facing squarely forward. Instead, blade (angle) your stance and soften your body language.

So, it really takes a blend of body language and tonality.

Recap: Why & How to Master Tonality in Roofing Sales

To wrap this up, you need to become self-aware. You need to see yourself from the perspective others see you. And any of us can get into our head and understand that there’s a difference between:

  • What we think we’re saying
  • What we’re actually saying
  • What the customer is hearing
  • How that’s creating emotions and feelings

Again, the key point is here is tonality makes a BIG difference. And the two types of tonality to master in roofing sales are:

  1. Authority
  2. Empathy

Remember, we want to sell like a doctor. And a doctor doesn’t come in and say, “Well, it looks like your patella may have exploded.” No. They say it with authority, and they tell you how they can fix it.

So, focus on tonality (and body language) in your roofing sales pitch, and you’re going to win even MORE sales.

Get More Roofing Sales Strategies, Tips & Videos

If you want more help with tonality, body language, roofing sales pitches, and more, check out 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. If you have questions, just call or text (303) 222-7133 for more info.

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
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  • 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.