By Albert Brand

If you’re building (or rebuilding) a roofing sales training program, stop searching. Here is a whole playbook ready to deploy.

Get an overview of the process, copy-and-paste templates, diagrams, KPIs, and a 12-week course roadmap. We also link to tools inside the D2D ecosystem—Training Courses for Roofing Sales modules, sales training tips, a door-to-door CRM for field teams, and route planning for canvassing, so that you can operationalize fast.

Introduction to Modern Roofing Sales Training

Great roofing sales programs do three things:

1. Teach the talk-track (clear discovery + a confident, simple offer).
2. Standardize the system (activity targets, CRM tasks, and follow-ups that never miss).
3. Coach the person (weekly role-plays, field ride-alongs, and scorecards you can believe in).

Why Structured Roofing Sales Training Matters

A systematic training program isn’t a “nice-to-have”; it’s the engine of a predictable business.

• Fewer roller-coaster months: Consistent prospecting and follow-ups smooth out revenue.

• Faster ramp time: A checklist-driven curriculum turns new hires into productive reps in weeks, not quarters.

• Higher close rates: Better discovery + visual proof (photos/video) = confident homeowner decisions.

• Lower Customer Acquisition Cost (CAC): A flood of 5-star reviews and referrals from happy customers reduces your ad spend.

Example KPI Benchmarks (Calibrate to Your Market)

Metric	New Rep (Month 2)	Core Rep (Month 4+)	Why it Matters
Doors/Day	60–80	70–90	Volume fuels the pipeline
Qualified Convos	12–16	14–20	Discovery creates demand
Inspections/Day	3–5	4–6	The bridge to a proposal
Close Rate	25–35%	30–40%	Training impact shows here
Reviews Requested	70%+	80%+	The reputation flywheel

Building a Strong Company Culture

Culture is the accelerator for performance.

[Standards] + [Coaching] + [Recognition] → [Confidence] → [Activity] → [Results]

• Score the behaviors, not just the bookings. Celebrate doors knocked, clean CRMs, and photo sets uploaded.

• Coach in public, critique in private. Keep morale up and learning constant.

• Share wins weekly. Read one short customer quote in every single stand-up meeting.

Roofing Sales Process Overview

Selling roofing isn’t complicated, it’s a repeatable path. Nail each step, and the close feels natural.

Lead Gen → Qualification → Inspection → Photo/Video Proof → Scope & Options → Insurance/Estimate → Close → Production Handoff → Review & Referral

(Every step is managed with CRM tasks and automated follow-ups)

Best Practices at Each Stage

1. Prospecting & Qualification

• Micro-goal: 60–80 doors/day; keep initial pitches under 20 seconds.
• Tech: Use a door-to-door CRM and route planning to stack warm streets and canvass efficiently.
• Pro-Tip: Interrupt their pattern. Compliment the home, hold eye contact, and ask a simple yes/no question to start the conversation.

2. Inspection & Proof

• Standardize your photo set: Always capture eaves, vents, flashing, penetrations, soft metals, and multiple shingle quadrants.
• Use video for motion: Show water paths, hail spatter on soft metals, and lifted tabs to demonstrate damage clearly.
• Leave-behind: A simple 1-page “Findings Summary” with 3 clear options.

3. Scope, Options & Close

• Present in 3 Tiers: Always offer Repair, Restore, and Replace options. Clearly outline what’s included, the timeline, and the price or insurance path for each.
• Speak the cost of doing nothing: Explain how leaks lead to decking rot, which leads to interior damage.
• The Close: “Which of these options makes the most sense for you today?”

Example: 3-Option Offer

Package	What’s Included	Typical Timeline	Investment
Repair	Targeted fixes, sealant, replace damaged shingles/flashing	1–2 days	$$
Restore	All repairs + protective coating/granule restoration	2–4 days	$$$
Replace	Full tear-off & install, warranty paperwork, cleanup	3–7 days	$$$$

Quick-Reference: Materials & Talking Points

Material	Lifespan	Good For	Watch-Outs	Simple Explainer
Asphalt Shingle	15–30 yrs	Most homes	Granule loss, lifted tabs	“Cost-effective, proven, and easier to service.”
Metal	30–50+ yrs	Longevity, snow	Oil canning, fasteners	“Durable and great for shedding snow and rain.”
Tile	30–50+ yrs	Premium look	Underlayment aging	“Long-lasting and heavy—the underlayment is key.”
Low-Slope	20–30 yrs	Commercial	Seams, ponding	“Seam integrity and proper drainage are everything.”

Course Roadmap: 12 Weeks to a Confident Closer

Week	Classroom Topic	Field Application	Assessment
1	Safety, intro talk-track	Door opens & pattern interrupts	Role-play score ≥ 80%
2	Inspection basics	Ladder & camera checklist	Photo set completeness
3	Product 101 (asphalt/metal)	Supervised inspection	10-image proof pack
4	Discovery script	Run 20 conversations	Handoff quality
5	Pitch frameworks	10 live pitches	90-sec pitch < 1:30
6	Objections	Price/timing/safety clinics	80% win on mock stalls
7	Building 3-tier offers	Present options cleanly	Package clarity
8	Insurance vs. retail paths	Outline paths with homeowner	Zero-jargon explanation
9	CRM hygiene	Log tasks, set next steps	No orphaned leads
10	Reviews & referrals	Ask + text link after job	60% request rate
11	Neighborhood stacking	Plan post-install blitzes	Adds per install
12	Calibration	Personal 90-day plan	Manager sign-off

Frequently Asked Questions (FAQs)

How do I become a great roofing salesman? 

Focus on curiosity over charisma. Run a tight discovery process, document everything with photos, offer three clear options, and always set the next step before you leave. Practice your 90-second pitch daily and keep your door-to-door CRM tidy so follow-ups actually happen.

What is the average commission for a roof salesman? 

Plans vary, but many teams pay a base + commission (5–12%) on the contract value. Spiffs for referrals and 5-star reviews are also common. The best plans align compensation with job quality (low supplements, clean handoffs), not just sales volume.

What new technologies are impacting roofing sales? 

Aerial & drone inspections for faster, safer estimates. Photo-to-scope apps that build proposals from images. Route optimization baked into field CRMs for smarter canvassing. And customer portals for approvals and progress updates.