Why Mike, Why?

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Dear Roofing Salesman,

Why Mike, Why?I’ve heard you’re struggling to sell roofs.

You’re confused because you still see a lot of roofs that need to be replaced. You tell me there’s entire neighborhoods where half the roofs look like they have enough hail damage to qualify for a new roof.

You keep asking, “What about all those people who haven’t replaced their roof yet?”

The question you should be asking is, “Why haven’t they replaced their roof yet?”

Since we aren’t exactly sure why they haven’t replaced their roof yet, let’s run down the list of usual suspects…

#1 They’ve Already Spent The Money

As our good friends over at Arnett Construction recently pointed out on Facebook, when you’ve worked with a homeowner through the entire process only to have them spend the money… wasting all of your time and effort, that is extremely frustrating!

Keep this in mind… there’s only two things you can’t fix:

– You can’t fix stupid.
– You can’t fix broke.

If the money isn’t there, it doesn’t matter how it went away, the money isn’t there. Move along. You don’t work for free, do you? Dry your tears and move along.

This brings us to reason number two…

#2 They Can’t Get The Money

While there are probably several reasons why they can’t get the money, you can probably narrow this one down to their claim either getting denied or only paid partially. Obviously, they may still want to pursue a re-inspect or perhaps chase down the appraisal process, but that’s up to the client. After those alternatives are exhausted, the result is still the same… they can’t get the money. Move along.

There might be another reason why they can’t get the money…

#3 Their Bank Has The Money

This is a more recent phenomenon that I started noticing after the economic meltdown of 2008. I personally believe that banks are under increasing pressure to beef up their reserves. As a result, they’ve jumped all over these insurance claim checks. This isn’t true of every mortgage company, but there’s a few big names that have really made it difficult for the homeowner to recover their funds.

I’ve noticed that homeowners who are behind on their mortgage payments (and there’s a lot of that happening these days) are intimidated by the mortgage process. I’m hearing more of this lately from the guys I coach on a daily and weekly basis.

It is human nature to put off anything that is confusing, isn’t it?

#4 They’re Confused By All Their Choices

Write this down and never forget it… “A Confused Mind Never Buys!”

Their home is smack-dab in the middle of a hail damaged neighborhood. Their wind turbines have big dents in them… you can see the dents from the street. There’s no doubt in your mind, they’ll qualify for a new roof. Funny, that’s the same thing every other roofing salesman thought to himself as he approached the front door with their best pitch.

You can only imagine how many times they’ve been pitched. The hail happened back in the Spring. It is now Fall and they still haven’t replaced their roof? It probably isn’t because they haven’t been approached 100’s of times… actually, it is the exact opposite… they’ve been approached 100’s of times and now they’re confused.

Remember, “A Confused Mind Never Buys!”

#5 They Don’t Trust Roofers

Is it any wonder?

The television news and local newspapers love to run fear-mongering stories about bad contractors.

I don’t blame the media. Fear sells. They’re doing their job. Every time I hear one of these reports, I think to myself, “I would love for them to run just one story about a homeowner who ripped off a contractor.” They wouldn’t have to search very long. I’m sure you have a story or two you’d like to tell. I know I do.

However, none of that matters because they don’t trust you!

You have a website. So what! Who doesn’t?

You have fancy brochures. So what! Everybody has fancy brochures.

You have a big truck with an expensive wrap. So what! Big trucks are everywhere. Folks have seen wraps before.

You’re licensed, insured, bonded, certified, listed in the Yellow Pages for three generations and members of the BBB & Angie’s List too? Unfortunately, none of that matters because… they don’t trust you!

Don’t get me wrong. I’m not saying these things aren’t important ever. I’m just saying that all of these aren’t important until the day they trust you. Most of the valuable hits on your BBB will happen after a homeowner has met with you, or maybe even after they’ve signed your contract. They are doing their due diligence or possibly fighting buyer’s remorse.

Do you have to be listed there? Absolutely, I wholeheartedly recommend you contact your local BBB and sign up right away if you haven’t already! But until a homeowner trusts you, you’ll almost never get a contract signed based solely on your membership or your website, fancy brochure, big truck, or your clever advertising.

Nobody every said, “Oh man, you’ve got a Twitter account, where do I sign?”

There’s an exception to every rule. I’m sure if you think long enough you can come up with that one guy back a few years ago who said he signed up with you because he liked your Yellow Pages ad… and the reason you’ll remember them… because that almost never happens.

You can’t make a living signing up only the people who are impressed with your business image.

All of these things together may buy you one, small, teeny, little, itsy-bitsy opportunity to state your case, but they still don’t trust you… until they trust you! You have to take that one opportunity and knock it out of the park if you’re going to earn their trust.

What are you going to do about it? How are you going to earn their trust?

If you want to know the answer, or you think you already know, leave a comment below and let’s talk about it. Okay?


About The Author

Mike Coday

Mike Coday is a retired youth pastor turned serial entrepreneur, roofing marketing consultant, author, speaker, sales trainer, and sentimental family man. His expertise is coaching roofers to the next level of success.

Facebook Comments


  • Jason

    Reply Reply October 4, 2012

    Ok where to start?

    The # 1 reason is the confusion that a fresh hail storm brings all the fast talking get rich quick roofing salesmen and companies into town.

    With that said every roofer out and about is offering to pay deductibles and sell something for free. With that said if you are selling something for free are you really selling?

    If a homeowner has heard the same story 1000 times and they still haven’t picked a contractor… maybe they need to hear something different and more honest approach.

    Don’t try try to sell them a free roof, try and sell them a quality roof at a affordable price with great customer service.

    As far as the mortgage companies being on a check is a great thing 99% of the time, it keeps honest people honest.

    If they don’t have the money due to a denied legitimate claim that is when the homeowner needs your service the most.

    You DRIVE around these neighborhood with lots of roofs that need to be done. Then you think to yourself why don’t they have a new roof. Then you DRIVE to the next neighborhood and think the same thing?

    Mike has said it best don’t DRIVE AROUND WITH YOUR DOORS WIELDED SHUT!

    Get out, claim your territory and don’t leave your territory until you can answer why each person doesn’t have a new roof.

    If you sell your self and not a price, the end result will be you have a nice long list of new customers. Then you have become the trusted roofer and you do your job the correct way you’ll probably end up with a few good friends also.

    The BBB is fantastic as long as you do great work and take care of your customers. However, if you have complaints in the past 36 months. Your customer will only start to get confused on whether or not you’ll do what u say.

    To sum up, work ur territory, own it, take pride in it and do quality work and the business will come to you.

    Don’t sell free because people have heard that story, try selling quality and be up front and honest and sales will increase.

    • mike

      Reply Reply October 5, 2012

      Jason just hit on one of the biggest reasons why prospects don’t trust roofers. Actually, he touched on several, but he nailed this reason down tight.

      How often have you heard these rules of life…

      Nothing in life is free. You don’t get something for nothing. If it sounds too good to be true, it probably isn’t true.

      The surest way to destroy your credibility and lose trust is to break one of those rules.

      Like Jason said, selling free isn’t really selling. That’s a big one.

      Who else has an idea?

  • Carl

    Reply Reply October 4, 2012


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