Storm restoration contractors all over the country come to me with the same complaint every single week: “I can’t seem to find and keep good salespeople,” they say.
“If I could just get 5 good producers, I’d be happy! But my roofing company feels like a revolving door. I just don’t get it! When I was beating the streets, I’d sell a million a year, easy. Where can I find hardworking, motivated roof salesmen?”
I always say the same thing, starting with an honest yes or no question that I also want you to answer:
Do you think selling roofs is really that HARD?
It’s not exactly rocket science, folks. (Have you seen some of the people who make six figures selling roofs? They’re not exactly Harvard graduates!)
Considering there are people that go door to door selling $2,000 vacuum cleaners to people who already own vacuum cleaners, storm restoration roofing sales is about THE EASIEST type of direct sales there is.
We sell a virtually FREE product to customers who legitimately already need it because hail has damaged theirs.
Most direct salespeople have the incredible uphill challenge of needing to create need and overcome price objections. Our customers come with built-in need and their insurance company foots the bill. It doesn’t get much simpler than that, does it?
Roof sales is SIMPLE...
....but it’s simple in the same way that baking a cake is simple.
It’s not rocket science to bake a cake, but I don’t care HOW smart and capable you are: if I hire you for my bakery, stick you in the kitchen and say, “Alright bud, you know what goes in a cake, right? Eggs, flour, butter, cocoa and stuff – there’s my pantry over there, and here’s the oven – start baking!” What do you expect to happen?
What in tarnation do you think is going to happen? At best, it’ll be an inedible science experiment gone wrong. At worst, you’ll quickly have very frustrated employees who are burning through ingredients (i.e. MONEY), getting very frustrated, and quickly deciding baking must not be for them, ultimately quitting and moving on to a new job.
...but it's not because baking a cake is hard.
They just need a RECIPE.
So why haven’t contractors been properly training their recruits, dooming them for failure, and ultimately banging their heads against the wall in frustration wondering why they can’t “find and keep salesmen?”
There are 5 Big Training Mistakes Contractors are making:
Relying on the “Numbers Game” Mentality
Most contractors learned roof sales personally through the school of hard knocks. They were tossed to the wolves, and survived against all odds, and now they believe if you’re “cut out for it, you will too.”
This puts the new recruit survival rate in the single digits, and makes recruiting an impossibly frustrating uphill battle for business owners.
Big issue: it’s not SCALABLE
No formal or repeatable training system (“recipe”)
Most contractors have no formal training system, period. They bring people on, instruct them to watch random YouTube tidbits, and maybe give them a binder with a hodgepodge of pages from various sales tip excerpts from random sources, and a printed out word doc with their own personal and mediocre door pitch littered with grammatical errors. Then they hand them a stack of contracts and say, “It’s a numbers game! Just knock 100 doors a day and you’ll get some…eventually.”
It’s like telling someone, “Hey, welcome to my bakery! Your job is to bake a bunch of cakes, and we’re going to sell them to make money. Your income depends on it!” and then pointing to the pantry and fridge and saying, “There’s eggs, flour, cocoa and stuff in there. Here’s the oven! Get started!” and never giving them a formal step-by-step recipe.
At best, it’s a science experiment that’s doomed for failure. At worst, it turns your organization into a revolving door of failed salespeople.
Ridealong training is salesman suicide. This ineffective, time-wasting method can hardly be called “training.” While job-shadowing can be a terrific supplement to someone who has already been formally trained, it simply cannot replace formal classroom style sales training.
It is virtually impossible for someone to connect the MYRIAD of dots that the roof sales gig involves by following someone around and listening to them.
It’s extremely time-inefficient. You can only take 1 person by the hand at a time doing this, so if you invest 2-4 weeks into someone doing ridealong training and then they quit, you’ve just WASTED a month of your time and have to do it all over again with the next person. It doesn’t work.
It is scientifically proven that people forget at least 70% of what they hear after just 1 day, and at least 75% after six days. This does not bode well for your “training” efforts. They need something better that involves reading, writing, role playing, and comprehension.
Focusing on technical training instead of SALES training
Because most contractors do not have a formal sales training system, they try to make up for it by offering “technical” training. This means teaching their brand new recruits about shingles, roofing components and accessories, how to measure a roof, the installation process, and how to order materials. Unfortunately, if someone cannot knock doors, get inspections, and SIGN A DEAL, they don’t HAVE anything to measure or estimate! Get the picture???
Your #1 prerogative MUST be formal SALES training, including effective lead generation, canvassing, closing, and objection-handling scripts. Without this foundation, technical training is pointless.
Blind Leading the Blind
Last, most contractors in the industry have never been formally trained themselves, you included if I had to guess. 🙂 This means that while YOU may have figured out your own flavor that works for you, it is not likely that your method is teachable to brand new recruits. It is very much a blind leading the blind scenario, and that can only be fixed by replacing “your way” with a FORMAL sales training process.
Consider for a moment one of the most successful franchises in the world: McDonald's.
McDonald's has 38,000 restaurants worldwide and serve 68 MILLION customers every single day. They're on almost every corner in the US, and you'll never see a McDonald's go out of business.
McDonald's is one of the most SUCCESSFUL businesses on earth.
Why do you think that is?
Then WHY is McDonald's SO successful?
It's because they implement a REPEATABLE SYSTEM that is PROVEN TO WORK.
It's a well-oiled machine. As long as there are people in the system, the machine runs. McDonald's doesn't rely on hiring "the right" people, because they know that they can hire almost ANYONE, give them the "recipe for success," and all that person has to do is follow the system and the McDonald's will run and succeed. And if that person leaves, no problem! They're replaceable with the repeatable, proven system.
Your roofing company can be the same.
The first step to SCALING your roofing business is to implement PROVEN, REPEATABLE systems for everything from hiring and training to systems and processes.
Without FORMAL, effective sales training, your salesmen only get bits and pieces of the “recipe” and have to fill in all the rest of the gaps on their own, meaning nobody is doing or saying the same things at the door, during their sales presentation, or on adjuster meetings. They can't connect the dots, and 95% of them quit within the first couple weeks, leaving you with a revolving door and no solid sales team at your company. Without a “franchisable” system in place, most salesmen just give up, or end up killing themselves just to get average results.
A repeatable system means you can grow and scale your business. When you have the proven and effective “recipe” to train your new hires, that means no matter who they are, where you are, or who is training them, the model will work. How much better will your retention be when your salesmen have all the tools and strategies they need to do well from the start? Their experience will be better, their frustration and turnover will be lower, and they’ll make more money faster and easier, and when your reps have a good experience and are making money, they’re happy. And when they’re happy, they stick around. When they stick around, you’ve got a solid sales team that’s efficient, happy, and most importantly are producing consistently to provide you a sustainable business model with the potential to grow as big as you want it to.
Bottom line: as a business owner, it is absolutely crucial to your company’s longevity and success to have a proven, effective, standardized training system in place that works. Without it, you’ll constantly be forced to work IN your business instead of ON your business. With it, you’ve got a powerhouse of killer salespeople who are fully capable, confident closers that will produce for you year in and year out, so you can build your empire and make it last.
No bulky binders, DVDs, or boxes being physically mailed to you. Everything is hosted ONLINE for you to access, download, and use.
All the materials including downloadable files for the training manuals, trainer's guide, and training scripts themselves will be available with your login online on the website after purchase.
Simply access the files, watch the "how to" videos, get your trainee manuals printed, and you're ready to run training!
With the training scripts Day 1, 2, & 3, Follow-Up Training 1 & 2, and The Trainer's Guide, you have everything you need, word for word, in the right order and with FULL, detailed explanations of how it works and WHY it works, this training program is fool proof.
ANYONE can succeed by simply following it. (Yes, even you.)
Start Them Strong
Finally, a TURNKEY standardized PROVEN formal training system for your totally green new hires to ensure they start strong and get results immediately. No more inefficient, ineffective, “ride-a-long” training that kills retention and eats up your time.
Dramatically increase retention and slow the revolving door with your sales team. This training will prepare your new recruits to be able to sign deals right away, grow their confidence, get them paid quickly, and reaffirm how simple and lucrative this industry can be so they stick around!
This program is designed to have new hires fully competent, confident, prepared, and in the field signing deals in about 5 days. No more “ridealong” training or scattered “information dump” training over many weeks or months of trial and error, allowing you to spend your time working ON your business.