Truth, Lies and The Lullaby

By Mike Coday •  Updated: 03/29/21 •  5 min read

Meeting The Adjuster

Here’s the truth… I have a stack of questions, but I just haven’t had much time to write lately. I’m sorry.

I know many of you are checking the roofing salesman website every few days looking for responses to your questions because you want to make more money.

Here’s a lie… This one came in from a reader and I thought I should address it right away because it’s about working an insurance claim.

Read this question about meeting with adjusters and then we’ll discuss it below:


If you don’t meet with the adjuster, do you just wait for the homeowner to call you after the meeting?

I have just received sales training from a roofing company and meeting with the adjuster is supposed to be part of our main sales pitch.

IE: “Your roof won’t get bought unless I am there with the adjuster”

Could you explain a little more of your process?


The Lullaby

When you were a child, your parents and family protected you from the harsh realities of what this world was really like.

Maybe they protected your little ears from hearing curse words, watching disturbing news stories or shielded you from the pressure they were under to make enough money to pay the bills.

As an infant, they probably held you in their arms and sang lullabies… sweet melodies about how much they loved you and were willing to do anything, absolutely anything, to make sure you were safe, secure and protected… “hush little baby, don’t say a word.”

Now that you’re an adult, you’ve come to realize that life isn’t exactly a sweet little song. Things don’t always turn out the way you planned. Making enough money to pay all the bills is hard, hard work.

You can still sing me a song, but that won’t pay my bills.

The Most Important Thing

There’s nothing more important in roofing sales then… TRUST.

As a homeowner, if you sing me a lie like, “Your roof won’t get bought unless I am there with the adjuster,” then I’m not going to trust you.


You, me, and your roofing company all realize that statement probably isn’t true. Worse than that, most of your prospects instinctively know it isn’t true.

In a storm environment, so many of the adjusters are compensated by the number of claims they pay. It is in their best interest to write the check… whether you’re there or not!

Meeting with the homeowner’s adjuster is valuable only because it can create a sense of obligation for the homeowner to use your services… like the used car salesman that brings you a cold Coke before he starts discussing monthly payments.

I’m not opposed to meeting adjusters. I’m opposed to working for free.

I’m opposed to getting a roof totaled only to have somebody else get the job. I’m opposed to telling a homeowner something that I know isn’t true.

MONEY MAKING TIP: I’m opposed to investing all of my time and energy with a homeowner who still hasn’t filed an insurance claim when I could be spending my time talking to somebody who already has a check in-hand and they’re looking for a good roofing company.

Stages of Insurance Claims

Hail Storms and Hurricanes have stages, cycles and patterns that almost always play out the exact same way. If you don’t recognize what season you’re in, it will cost you money.

I won’t go in to all of the stages, cycles and patterns, but I will address the very first stage and give you ONE VERY VALUABLE TIP.

When a storm first hits, before a single adjuster has been out, before a claim has been paid, before people realize the extent of their damage… that’s the “Infant Stage”.

These people are brand new to the whole storm damage insurance claims process. Like anything that’s new, they’re a little afraid of the process. It is unknown and the unknown scares us… well, it scares most of us anyway.

One Very Valuable Tip

In the “Infant Stage” of a hail storm or hurricane, you’re looking for 1 specific type of person… everybody else will waste your time… at least for now.

Here’s the type of person you’re looking for…

They like to go 1st… 1st to buy an iPad, 1st to buy a diesel engine car, 1st to plant a Japanese Maple in their front yard. You get the idea.

They have to be 1st, they want everybody to know they are 1st because that’s how they get their kicks. They want people in the neighborhood to look up to them.

Find them! Ignore everybody else… at least for now.

I call them “1st Movers”. Before the neighborhood will break open, the 1st Movers have to make a decision. If you’re working hard in a neighborhood and not making any progress, it’s because you haven’t found the right people yet.

Here’s another tip about finding 1st Movers… they like lullabies.

Just make sure it’s an honest and ethical lullaby.


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.