Roofing Contractor Sales Training 2024
Master the art of residential roofing sales. Learn proven techniques to convert more appointments into $7k-$50k+ projects with confidence and professionalism.
The 7-Step Residential Roofing Sales Process
Pre-Appointment Research
Research property, recent weather events, and homeowner background before arriving.
Professional Introduction
Build trust immediately with professional appearance and credentials presentation.
Thorough Inspection
Document all issues with photos and measurements. Educate homeowner throughout.
Problem Presentation
Present findings clearly with visual evidence and explain consequences of inaction.
Solution Options
Present 3 options: Good, Better, Best with clear value propositions for each.
Handle Objections
Address concerns with empathy and evidence. Turn objections into selling points.
Close & Schedule
Use assumptive closing techniques and schedule work immediately upon agreement.
Follow-Up System
Implement systematic follow-up for referrals and additional services.
Common Roofing Objections & Responses
"Your price is too high"
Wrong Response:
"I can come down on price" or "What would you like to pay?"
This devalues your work and starts a race to the bottom.
Correct Response:
"I understand price is important. Let me show you exactly what's included in this investment and why it's actually the best value for protecting your home."
Then break down materials, labor, warranty, and insurance benefits.
"We need to think about it"
Wrong Response:
"Okay, I'll call you next week" or "Take your time."
This gives them time to get other quotes and creates uncertainty.
Correct Response:
"I completely understand - this is a big decision. What specific concerns do you need to think through? Maybe I can help address those right now."
Then isolate specific concerns and address each one individually.
"We're getting multiple quotes"
Wrong Response:
"That's fine, call me when you decide" or competing on price.
This puts you in a bidding war and commoditizes your service.
Correct Response:
"That's smart - you should compare options. Let me give you a checklist of questions to ask other contractors so you can make an apples-to-apples comparison."
Provide a comparison sheet that highlights your strengths and differentiators.
"Insurance might not cover it"
Wrong Response:
"Well, call your insurance and see" or "That's not my problem."
This creates uncertainty and pushes the burden onto the homeowner.
Correct Response:
"I work with insurance companies every day. Let me help you navigate this process. I can meet with your adjuster and ensure you get everything you're entitled to."
Position yourself as an insurance claim expert and advocate.
Proven Roofing Sales Closing Techniques
The Assumptive Close
Act as if they've already decided to move forward and focus on implementation details.
Example Script:
"Based on what we've discussed, it sounds like the premium package is the best fit for your home. I have availability next Tuesday to start. Would morning or afternoon work better for you?"
Alternative Choice Close
Give them two options where both lead to a sale, avoiding yes/no questions.
Example Script:
"Would you prefer to start with the architectural shingles or upgrade to the premium impact-resistant materials? Both will protect your home beautifully."
Urgency Close
Create legitimate urgency based on weather, scheduling, or material availability.
Example Script:
"With storm season approaching and the damage I've documented, we need to get this scheduled soon. I can hold Tuesday's slot for 24 hours - does that work for you?"
Value Reinforcement Close
Summarize all the value and benefits before asking for the commitment.
Example Script:
"So you're getting lifetime warranty, insurance claim assistance, premium materials, and protection for your family's largest investment. Are you ready to move forward?"
Essential Roofing Sales Tools
Digital Presentation
- • Tablet with before/after photos
- • Material samples and comparisons
- • Warranty documentation
- • Customer testimonials
- • Insurance claim examples
Documentation Kit
- • Professional inspection forms
- • Photo documentation system
- • Measurement tools and ladder
- • Damage assessment sheets
- • Insurance forms and guides
Credibility Package
- • License and insurance certificates
- • Better Business Bureau rating
- • Industry certifications
- • Recent customer reviews
- • Manufacturer partnerships
Ready to Close More Roofing Sales?
Get qualified appointments with homeowners ready to invest $7k-$50k+ in their roofing projects. Our pay-per-show system delivers prospects who show up ready to buy.
Get Qualified Roofing Appointments