The STRONG Roofer™ w/ Adam Bensman

You say all the right words… and still lose the sale?
 
The same word or phrase can send very different messages because of the tone.
 
Here’s an example:
 
“That’s great!” (said with enthusiasm)
 
“That’s great…” (said with sarcasm)
 
Do you feel the difference? 
 
In roofing sales, there are 5 tones to master. 
 
Watch this new video with fellow RSA Mentor Kody Landals to learn:
 
1) The 5 tones that help roofing salespeople overcome objections, deliver bad news, and close more sales.
2) How to control your tone to lead the conversation. 
3) The simple daily practice that helped Kody’s newest reps close deals. 
 
These skills will help you and your team be even more effective communicators and sales people. 

P.S. Training isn’t something you did. It’s something you do.

If you want to build a team culture that continually improves, stays on the cutting edge, and keeps sharpening the ax, you don’t have to do it alone.

Get it all inside the Roofing STRONG Alliance by TAMKO™: https://rsa.pro/

I know times are tight. Membership is included at no additional cost for TAMKO Certified Contractors. 

P.P.S. Learn more about working with Kody here: https://reimagineyoursales.com/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

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The views and opinions expressed are based on Adam's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO as well as Kody's personal experiences in the roofing industry and as a Mentor in the Roofing STRONG Alliance by TAMKO™ community. As such, their views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. TAMKO does not guarantee any sales, markups, margins, or profits.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

A homeowner looks you in the eye and asks,

“What makes your roofing company different?”

What do you say?

Maybe you’re licensed, insured, family-owned, and committed to educating the homeowner.

Those are all good things.

But here’s the problem…

Every other roofer is saying them too.
 
Jon Abernathy and I asked roofers this question in a live event, and we proved this point.
 
When homeowners can’t see a meaningful difference between you and the other contractors at their kitchen table, they fall back on the one thing they can compare:

Price.

The good news? You don’t need a clever sales pitch or some revolutionary new service.

You just need to genuinely communicate what makes your company different so the homeowner feels it.
 
Watch this video from the live event to learn:

-Why the answers most roofers give actually make them sound like everyone else
-What homeowners are really trying to learn when they ask, “What makes you different?”
-How your reason for doing this work can become an advantage your competitors can’t copy

Before your next appointment, make sure you know how you’ll answer this question.

Because if the homeowner can’t see the difference, price will make the decision for them.

P.S. If you’re ready to build a stronger roofing business alongside contractors who want to grow the right way, I’d love to invite you into the Roofing STRONG Alliance™. Learn more or apply to join. I know times are tough, so as a reminder, Membership is included at no additional cost for The TAMKO Edge® Certified Contractors: https://rsa.pro/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
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TikTok
LinkedIn

The views and opinions expressed are based on Adam's and Jon’s long tenure and personal experiences in the roofing industry before coming to TAMKO. As such, their views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. TAMKO does not guarantee any sales, markups, margins, or profits.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

This might explain why Google leads are down. 

It appears that Google has quietly updated how organic rankings work. 
 
Page 1 results are now different for everyone. We even did a screen-share to showcase how the same exact search term is showing different page 1 results. 
 
This signals a big shift in SEO practices, and unfortunately the best practices of yesterday could actually be hurting your ranking today. 
 
I know it’s frustrating because many roofers have invested heavily into SEO and waited years to start ranking higher. 
 
I sat down with RSA Mentor, Kody Landals to talk through what’s changing and what you can do about it. 

You’ll want to watch this full interview to learn: 
 
1) What Google did with organic search results
2) Recommended website updates to convert more visitors into leads
3) Pro tips for lead generation in this new landscape  

P.S. If you want help becoming the “GC of your marketing,” come join us inside the Roofing STRONG Alliance™. We’re helping roofers understand their numbers, improve conversions, and adapt as the market changes. Learn more at https://rsa.pro/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO as well as Kody's personal experiences in the roofing industry and as a Mentor in the Roofing STRONG Alliance by TAMKO™ community. As such, their views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. TAMKO does not guarantee any sales, markups, margins, or profits.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

What separates the top earners from the rest? 
 
How and where they invest in themselves. 
 
Because talent is wealth.
 
You don’t need thousands of dollars to start. 
 
One book, video, Podcast, or shared idea can change the trajectory of your career.
 
I call them “Golden Ideas.” 

Dashaun Bryant, one of the industry’s leading D2D sales pros (and fellow Mentor inside RSA) shares this belief. 
 
So we sat down and talked through: 
 
1) How the right information could change the trajectory of your career or company.
2) 6 practical ways to invest yourself (even on a tight budget).
3) The best investments we’ve made in ourselves, even when making the investment was scary.
 
Watch the interview here (and share this one with your team).

P.S. If you want to develop your talent alongside Dashaun, John Senac, me, and our other expert roofing mentors, I invite you to join the Roofing STRONG Alliance™. Membership is now available at no additional cost to The TAMKO Edge® Certified Contractors. Learn more or apply to join: https://rsa.pro/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO as well as Dashaun's personal experiences in the roofing industry and as a Mentor in the Roofing STRONG Alliance by TAMKO™ community. As such, their views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. This content is not financial advice. Any investments in training, coaching, events, or education are at the individual's own risk and discretion. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. TAMKO does not guarantee any sales, markups, margins, or profits.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

If you’re not closing enough roofing sales, your pitch might not be the problem.

You may simply be talking too much.

Years ago, I shadowed a roofing salesperson outside Austin, Texas.

He delivered every slide of his presentation perfectly.

Then he left without the sale.

The reason was obvious:

He never listened.

Most sales training focuses on what to say. But the best salespeople know how to uncover what homeowners actually want before making a recommendation.

That’s why I created the PAUSE framework.

Watch this new video to learn:

-The open-ended questions that uncover what really matters
-One simple follow-up that gets homeowners to share more
-How to earn the right to make a personalized recommendation

Stop word-vomiting the same pitch to every homeowner. 

P.S. Want to develop stronger salespeople? Join me and fellow growth-focused contractors inside the Roofing STRONG Alliance™ community: https://rsa.pro/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO. As such, his views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. TAMKO does not guarantee any sales, markups, margins, or profits.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

Kody Landals earned about 600 reviews in his first 2 years.

What he’s most proud of is the 4.9-star rating. 

That didn’t happen by sending a generic “Please review us” text after every job.

It came from building a system around three things:

1. Deliver a 5-star experience. You can’t consistently earn great reviews without giving customers something worth talking about.
2. Create a culture that values reviews. Recognize your team, track the results, and make reviews part of how everyone wins.
3. Make the ask personal and immediate. Don’t ask customers to help the company. Ask them to help the person who served them.

Watch this new video to learn Kody’s complete strategy. 

He shares a lot, including the specific pro tips that get homeowners leaving reviews on the spot. 
 
We’re sharing strategies like these inside the Roofing STRONG Alliance™ community so members can learn what’s working from contractors who have already done it.

Join RSA today: https://rsa.pro/

P.S. Kody Landals is one of the experts sharing what worked for him with RSA Members. Come learn alongside contractors who are building stronger companies every day.

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam’s long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO as well as Kody's personal experiences in the roofing industry and as a Mentor in the Roofing STRONG Alliance by TAMKO™ community. As such, their views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection (including review solicitation and testimonial practices), telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. TAMKO does not guarantee any sales, markups, margins, or profits.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

When close rates drop, most of us do what we’re wired to do.

We blow the whole thing up and start over. 
 
Call an emergency sales meeting to introduce the “new and improved” process.

But what if you could fix it without having to rebuild the whole thing?

After nearly 16 years of selling, training thousands, and running by the numbers, I figured out 3 easy ways to increase close rates. 
 
Watch this new video to learn: 
 
1) The opening questions that make sales conversations easier.
2) How top salespeople handle the most common objections. 
3) The small shift that turns a generic presentation into a personalized recommendation that’s much easier to say yes to

Watch this as a team in your next meeting. Or share it in your group chat right now. 
 
One easy adjustment could lift your close rate without having to overhaul everything.

P.S. If you want help turning ideas like this into a sales process your team can actually use, I’d love to invite you into the Roofing STRONG Alliance™. It’s where roofing owners, managers, and salespeople come together to sharpen their skills, implement what works, and build even stronger companies: https://rsa.pro/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO. As such, his views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. 

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

“We need to lower our prices.”

I’m hearing this more and more because of how cutthroat it feels right now. 

But before you do that, you need to see the math.

Because a tiny drop in price can have a serious impact on your bottom line.

And the good news?

The opposite is true, too. 
 
That’s why some roofers are actually increasing prices right now instead of dropping them.

You’ll see why in this new video. 
 
Plus, I’ll show you:

How much a 2% price change can impact your bottom line.

Why losing a job over price doesn't necessarily mean you're too expensive.

The 4 numbers that can create significant growth for a roofing company without any more leads.

If you've felt pressure to lower your prices just to keep up with the competition, watch this before you change anything.

Watch: Dropping Prices to Compete? I Ran the Math. It’s Brutal.

P.S. This is exactly the kind of thinking we're bringing into the Roofing STRONG Alliance™.

Competing in today’s market means learning to play a smarter game, and that’s what we are doing together inside the Roofing STRONG Alliance™: https://rsa.pro/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO. As such, his views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Pricing, revenue, and performance examples are illustrative only and are not guaranteed. Third-party claims cited have not been verified by TAMKO. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

The best salespeople simply think differently.

They follow a handful of rules, or sales philosophies, that keep them focused when everyone else gets frustrated, makes excuses, or quits.

After interviewing and working alongside some of the roofing industry’s most well-respected sales trainers and thought leaders, I realized something…

Pretty much all of them agree on these.

Watch this new video to see the 9 sales rules the best salespeople live by.

Rule #1, #3, and #9 have been the most influential in my life and I hope they inspire you too.

P.S. If you’re like me and obsessed about continual learning and self development then check this out.

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO. As such, his views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations. 

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.

No matter how talented your sales team, sometimes it can feel like you just aren’t growing the way you want to.

Even when it feels like you have all the pieces in place.

And it hurts even more when you hear things like,

“I can’t win against these cheap roofers.”

“No one is buying right now.”

What if I told you that it may not be your sales team’s fault, and that there could be a framework to running a sales team you can count on?

Watch this new interview with Jon Broce to hear how he did it.

P.S. Do you want help building, training, and running a high-performing sales team? You can get the tools, training, and community support inside the Roofing STRONG Alliance™. Learn more or apply to join: https://rsa.pro/

=============
Join The Roofing STRONG Alliance by TAMKO™ (RSA): https://rsa.pro/
Exclusively available to The TAMKO Edge® Certified Contractors at no additional cost.

FREE Starter Membership (RSA): https://rsa.pro/free

PODCAST
Apple Podcasts: https://apple.co/3fSQiev
Spotify: https://bit.ly/3eMAqJe

FOLLOW
Facebook
Instagram
TikTok
LinkedIn

The views and opinions expressed are based on Adam Bensman's long tenure and personal experiences as a roofing service consultant prior to coming to TAMKO as well as Dan Walrack's personal experiences in the roofing industry. As such, their views are intended for general informational purposes only and should not be considered professional advice regarding insurance, financing, legal matters, compliance, or business transactions. Communication techniques demonstrated are intended solely to help contractors better understand and serve homeowners — not to encourage manipulative, deceptive, or high-pressure sales practices. Contractors must ensure their sales and business practices comply with all applicable federal, state, and local laws, including consumer protection, telemarketing, lending, and employment laws. Revenue and performance figures cited are specific to the speakers and are not guaranteed. Viewers are encouraged to consult qualified professionals before applying these concepts or making any decisions related to their business operations.

Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO Building Products LLC makes no representations or warranties regarding its accuracy, completeness, or applicability to current products, programs, or operations.