How Do I Start a Roof Sale?

By Mike Coday •  Updated: 07/11/22 •  4 min read

Starting a Roofing Sale

You want to start your sale with the problem, the need, or the want because without a problem, need, or a want, there is no sale.

Something has to motivate your prospect to want to buy from you. Your job is to find that motivation before your prospect gets rid of you. Obviously, finding it is easier to do when the prospect called you first, but figuring out the problem, need, or want is more challenging when you’re out cold calling.

Regardless of how you get in front of your prospect, you need to know why that particular prospect will buy from you.

Why They’ll Buy

You might be surprised to hear this, but the motivating problem, need, or want may not have much to do with the roof.

In fact, it’s my contention most of the roofs sold are not sold because of a problem, need, or a want having to do with the roof specifically. Sure, the roof is in the equation, it’s a part of the conversation, but the roof isn’t the determining factor for the sale in most roofing sales.

I do more advanced training with my private clients and their sales teams, but look at Maslow’s Hierarchy of Needs for an idea about the real reason why they’ll buy a roof. This is where you should start your roofing sale… with the motivating problem, need, or want of your prospect.

Get Your Prospect Talking

Unless you’re going to railroad the sale, hard closing from the jump, you’ll want to get your prospect talking.

The Bible says, “Out of the abundance of the heart the mouth speaks.”

If you want to know the problem, need, or want your prospect is most concerned about, listen to them talk. They’ll tell you what’s in their heart. They can’t help themselves. The words will spill out of their mouth once you move them past the formal pleasantries.

If you want to get someone talking, ask them a question about something they don’t mind talking about. Winning topics for getting people to talk include their home, career, kids, pets, possessions, vacations, politics, religion, etc. For example, “I sure do like your boat in the driveway. When’s the last time you got away to the lake?”

If a man won’t talk about his boat, he’s got something else on his mind. Ask another question.

If a woman won’t talk about his boat, that tells you something, too. 🙂

The Law of Liking

There are 8 Laws of Persuasion.

I break all eight down, and exactly how to use each one to persuade your prospect, in my Quantum Success program for roofing company owners.

It’s extremely difficult for someone, anyone, to buy from you unless The Law of Liking is in effect.

Here’s how this law works in a sale…

  1. We buy from people we like.
  2. We buy from people who like us.
  3. We buy from people we want to be like.

I remind my clients, when you went into sales you gave up your right to not like people. If you can’t like them, you can’t sell them, and if they don’t like you, the sale is over before you begin.

Make Them Feel Understood

Prospects don’t want to be sold; they want to be understood.

If they don’t like you, you won’t be able to stick around long enough to ask enough questions to understand them. If you don’t understand them, you can’t make them feel understood. If they don’t feel understood, at the core of their problem, need, or want, they’re not buying.

It’s vitally important to position yourself as someone your prospect wants to be understood by. Image is everything.

Some people aren’t picky, they’ll let anyone understand them. They’re begging to be understood. These are the prospects who get sold first. Usually, by a hard closer who bulldozes them with a little bit understanding in exchange for a quick signature.

Nothing wrong with a fast, easy sale, but if you’re going to make a full-time living in roofing sales, you’ll have to start a sale and close it with all those prospects who are more difficult to understand and be understood.

How Do I Start a Roof Sale?

If you want more advanced roofing sales training, check out the Roofing Salesman University or ask your company owner to reach out to me for more help.


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Mike Coday

Mike started selling roofs in '95 while working as a youth pastor at a small church in North Texas. A decade later he transitioned to speaking at industry conferences and training outside sales teams. Today, he works exclusively as the premier consultant to roofing company owners who are driven for growth.