iSP Roofing

The Complete
Sales Process

Mastering the in-home roofing consultation from arrival to close.

Friday Training Session
Presented by Eli
Overview

Today's Agenda

The 8-step system that turns every appointment into an opportunity.

2

Arrival & Introduction

First impressions, establishing trust

3

Discovery

Questions that uncover pain & urgency

4

Inspection

Build credibility with evidence

5

We Care (Company Story)

Why iSP is the right choice

6

Product Demo

Hands-on quality comparison

7

Present Price & Payment

Fair pricing, packages & EZPay

8

Closing

Earning the business today

The Big Picture

The Appointment Flow

Every step builds on the last. Skip a step, lose the sale.

2
Arrival &
Intro
→
3
Discovery
→
4
Inspection
→
H
Halftime
(Truck)
→
5
We Care
Story
→
6
Product
Demo
→
7
Price &
Payment
→
8
Close

The emotional arc: Comfort → Trust → Pain/Urgency → Value → Affordability → Commitment

Step 2

Arrival &
Introduction

Make a great first impression. You have seconds before they start forming judgments.
Step 2 — Arrival

The First 12 Steps

Every detail matters before you even open your mouth.

1

Arrive 2 Minutes Early

Not too early, not late. Shows respect for their time.

2

Park on the Street

Truck clearly visible — they see the brand.

3

Tool Belt + iPad Ready

Look professional before you exit the vehicle.

4

Stay on the Pavement

Walk to front door. Never cut through their yard.

5

Knock, Don't Ring

Knocking feels more personal and less intrusive.

6

Step Back 6-8 Feet

Give them space. Step down if there's a step.

7

Warm Introduction

Genuine smile. Introduce yourself by name.

8

Ask About the Truck

"Is my truck parked OK?" — they see the brand again.

9

Confirm Attendees

We want ALL decision-makers at the table.

10

Ask to Come Inside

"Is there a table where I can set up my tablet?"

11

Shoes Off?

"Would you like me to take my shoes off?"

12

Build Rapport

Small talk. Be genuine. Read the room.

Step 2 — Word Tracks

What to Say

"Hello, I'm ________ from iSP Roofing. Are you ________?"
"Great to meet you, ________. Thanks for having me out to your home. Is my truck parked OK?"
"Great, let's see, my notes say that I'll be meeting with you and ________."
"Is there a table where we can sit down so I can set up my tablet? I have a few questions I'd like to ask that will help the appointment be more efficient for you."
"Would you like me to take my shoes off?"
Pro Tip: If they're hesitant to let you in, be flexible. Start the appointment wherever they're most comfortable — outside, garage, porch. The kitchen table is optimal, but don't force it.
Step 3

Discovery

The questions you ask here set up every tie-down for the rest of the appointment.
Step 3 — Discovery

The 8 Phases of Discovery

Every question has a purpose. Nothing is small talk.

1

Build Strategic Rapport

Compliment the home, learn about their experiences. Gather context you'll use later.

2

Identify the Core Problem

"So, what brings us out today?" Let them explain fully — don't interrupt.

3

Establish Need & Future Plans

How long in the home? Long-term = durability. Short-term = resale value.

4

Dig Deeper

Top priorities? Concerns or obstacles? These become your close ammunition.

5

Buying Behavior

"Have you gone through roof replacement before?" Understand their expectations.

6

Decision Makers

Who else is involved? Avoid the "I need to speak with my spouse" objection later.

7

Create Urgency & Introduce EZPay

Soft mention of financing. Make it feel natural, not salesy.

8

Company Story & Agenda

Set expectations: inspection, company story, samples, pricing. "Sounds good?"

Step 3 — Key Word Tracks

Discovery Scripts

"This is a beautiful home. You must have lived here for a long time."
"So, what brings us out today?" (Let them explain fully — don't interrupt.)
"How long has this been going on?" (Regardless of answer:) "That long?!"
"Am I the first person you've called about this?" (If yes: "What made you decide to call us today?" If no: "You must not have been comfortable with their solution.")
"How much longer do you plan on staying in the home?"
"What are the top priorities you hope to achieve with this roofing project?"
"Given the urgency of having us out today, when are you hoping to have this project completed?" (If open-ended: create urgency with scheduling, pricing, or seasonal factors.)
Agenda: "First, I'll conduct a thorough inspection... Next, I'll share about iSP... Then we'll review samples and discuss solutions... Lastly, pricing and payment options. Sounds good?"
Step 3 — EZPay Seed

Planting the EZPay Seed

Introduce financing casually during discovery so it feels natural at closing.

"You actually called us at a great time — we are offering the strongest promotion this month that we have ever offered. The promo includes 12 months no money down, no interest, and no payment. However, most of our homeowners take advantage of our EZ pay options where you can replace your roof for a few hundred dollars a month."
Key: Immediately transition — don't linger. Move right into the company story and agenda. The seed is planted.

Transition Into Inspection:

"Before we get started with our inspection, is there anything we haven't talked about yet that you'd like to share with me?"
Step 4

Inspection

Build credibility, pain, and urgency. This is where you become the expert.
Step 4 — Inspection

The Inspection Sequence

1

Inspect the Attic

Take photos and video. Look for ventilation issues.

2

Walk Exterior with Homeowners

Engage them. Use drone if applicable. Let them see what you see.

3

Inspect the Roof

Use as many tools as possible. Film inspection videos.

4

Come Inside to the Table

Present attic/roof videos. Have THEM voice that they need a new roof.

5

Price Conditioning

Use the Cost vs. Value report as a neutral anchor.

Skills Needed

  • Diagnose roof & ventilation/attic issues
  • Roofing/attic anatomy knowledge
  • Accurate measurements (RoofR, Eagle View, GAF Quick Measure)
  • Competency with tools
  • Shooting effective videos
  • Taking effective photos
  • Ladder and roof safety
Goal: The customer tells YOU they need a new roof. You don't tell them.
Step 4 — Filming

Filming Your Inspection Videos

Find the 3 top issues. Film in this specific order to build urgency.

1

Medium Issue First

Catch their attention with something real but not the worst.

2

Smaller Issue Second

Set it in the middle. Still important, adds to the story.

3

Largest Issue Last

End with the biggest impact. Spend the most time here. Build maximum urgency.

For EACH issue, cover these 4 steps:

1. SHOW It

Clearly show & explain. Use chalk. Focus on ONE thing at a time.

2. EDUCATE

Simple terms. Use analogies. "Like a bald tire on your car."

3. WHY

Why is this happening? Poor installation, bad materials, no venting.

4. WHAT Damage

What has it caused? What WILL it cause? "Thousands of dollars in damage."

Step 4 — Video Script

Key Phrases When Filming

"This is [your name] with iSP Roofing. I'm in the attic/on the roof at [address] doing an inspection for [homeowners' names]."
"[Homeowners' names], I am going to review with you 3 issues I see here."
"First: [point and use chalk]" — Explain medium urgency issue
"Second: [point and use chalk]" — Explain smaller urgency issue
"The third and most concerning: [point and use chalk]" — Explain largest urgency issue and spend the most time on it.
"So, these are the problem areas your roof has. I'm going to come down off the roof and discuss how we can solve these issues for you."
ALWAYS film horizontally. Use close-up shots, cinematic mode. Hold camera steady.
Rehearse your videos. Re-shoot if needed. Look like the expert — use your tools.
Step 4 — Photo Examples

Inspection Photo Examples

Great photos build credibility and urgency. Here's what good inspection documentation looks like.

Full roof view with chimney
Full Roof Overview — Missing & Lifting Shingles
Roof overview showing aged shingles
Roof Overview — Granule Loss Along Gutter Line
Flashing pulling away from chimney
Flashing Failure — Pulling Away from Masonry
Gloved hand showing shingle damage
Hands-On — Show Damage with Your Hands
Multiple shingle layers at eave
Eave Edge — Multiple Shingle Layers (Over-Layered)
Attic decking with nail penetration and moisture
Attic — Nail Penetration & Moisture Damage
Wide shots set the scene. Close-ups prove the problem. Attic shots show what they can't see. Get all three.
Use your hands & tools in frame for scale. Chalk marks make issues pop on camera.
Step 4 — Price Conditioning

Price Conditioning

Use the Cost vs. Value report to set realistic price expectations before you ever show your number.

"Now that we have a clear path forward, you're probably wondering what the price is, right?"
"I'm going to work up the numbers in a few, but have you already looked at the Cost vs. Value report? Do you know what Kelly Blue Book is? The Cost vs. Value Report is like the Kelly Blue Book of the home improvement industry."
"This is just an average; this is NOT your price. If you were to have 100 companies come out and price your project, this will tell you exactly what the average would be. Some will come in way less and some a lot higher."

Why This Works

  • It's a free, 3rd-party source (jlconline.com/cost-vs-value) — no association with iSP
  • Anchors them to the real market average
  • Makes YOUR price feel reasonable by comparison
  • You pull it up right in front of them (create a free account at jlconline.com beforehand)
"Roofing can be a name-your-own-price business." — helps them understand price variation
Tie Down: "Is that along the lines of what you were thinking?"
Halftime

EZPay Mention #2 &
Go to the Truck

"Based on my experience, I suspect your roof is going to be between $x-y. Don't forget, though, that we are offering the biggest promo that we've ever offered. We also have the additional bonus you are eligible for moving forward today. And again, depending on how you tackle the project we can replace the entire roof for $xx-yy a month."

Payment range should be ~1% of the estimated contract price.

"I'm going to head out and grab a few things for you. I'll come back in and we can talk about how iSP will take care of the project for you, show you a few samples, and then we can discuss price and affordability. Sound good? Is it ok if I let myself back in?"
Why we leave: We've just given them an idea of average price and monthly payment. While we're gone, they'll discuss between themselves whether they can afford it, if they trust you, and if they want iSP on this project. This is strategic.
Step 5

We Care

Your company story. Why iSP is different from every other roofer out there.
Step 5 — We Care

The Company Story

Walk them chronologically through how their project will go with iSP.

1

Transition Phrase

Reference the Cost vs. Value report. "Roofing can be a name-your-own-price industry..."

2

Negative Roofing Story

3 ways companies cut costs: cheap materials, inexperienced labor, no customer support.

3

Your Company

"This is how we will take care of you." Entire team behind them. XX years in business.

4

Project Concierge

Their main point of contact. Orders dumpster, arranges materials, schedules everything.

5

Roofing Foreman

In-house crews, extensive training. "For every roofer we hire, 30 try. We're very selective."

6

Install Manager

Second set of eyes. Photos/videos of the work. Final walkthrough.

8

Warranty

Manufacturer warranty + OUR workmanship guarantee. "You own the roof, we own the problems."

11

Tie Down

Reference something from discovery. "Does it make you feel COMFORTABLE knowing we have [X] in place?"

Step 5 — Warranty

The Warranty Conversation

"Most roofers offer a warranty only from the manufacturer (50 year, etc.). This only covers the shingle, not bad installation/workmanship. But less than .01% of shingles are defective. So, when you have an issue in a few years, the installer is pointing the finger at the manufacturer and the manufacturer is pointing the finger at the installer. All the while, you have a leaking roof."
"We take pride in doing what we promise, and this includes owning all the issues with your roof. We warranty all of our workmanship for [x] years. This means you own the roof and we own the problems."

Key Points

  • Manufacturer warranty vs. workmanship warranty — two different things
  • 95% of roofers are out of business in 5 years — "taillight warranties"
  • What are the chances things will actually be covered?
  • iSP leak-free guarantee backs everything
Step 6

Product Demo

Hands-on. Interactive. Show them the difference between cheap and quality.
Step 6 — Product Demo

Two Projects, One Solution

Frame it as two projects: ventilation AND the roof. This builds value and price conditions higher.

"For us to properly address your roofing issues, we have two projects involved: Your roof and the ventilation. Has anyone talked to you about ventilation before?" (Most will say no.)

Project 1: Ventilation

  • Show proper attic ventilation diagram
  • Explain intake (bottom) and exhaust (top)
  • Show what's wrong with THEIR ventilation
  • Kill product: cobra vent vs. our hard polymer ridge vent
  • Kill product: clogged soffits vs. our intake solution
  • Tie Down: "Is having a proper ventilation system important to you?"

Project 2: The Roof

  • Decking: OSB (kill) vs. Plywood
  • Drip Edge: cheap box store vs. ours
  • Ice & Water: cut in half (kill) vs. 3'+ up
  • Underlayment: felt paper (kill) vs. breathable synthetic
  • Starter Shingle: flipped shingles (kill) vs. starter strip
  • Shingle: cheap vs. our quality shingle
Step 6 — Kill Products

The Kill Product Method

Show the inferior product first. Then reveal your solution. Let them choose.

1

Introduce Neutrally

"This is the most popular solution ________. It's almost always sold out at the big box stores."

2

Demonstrate the Problem

Show WHY this product falls short. What issue does it NOT solve?

3

Introduce Your Solution

"Here at iSP, what we are going to do to fix this is ________."

4

Hands-On Comparison

Put BOTH in their hands. Let them feel the difference.

"Silly question: Now that you can see the difference between these two products, which one would you prefer to have on your roof?"
End of Product Demo:
"Can you see how it's possible to find a company who could do this for half the cost?"
The "Kill Stack": By the end, you have a pile of inferior products on one side and iSP solutions on the other. Point at the kill stack when price conditioning.
Step 7

Present Price &
Payment Options

Fair Pricing Policy. Better and Best packages. Make it affordable with EZPay.
Step 7 — Pre-Close

The Pre-Close

Eliminate every objection except affordability BEFORE showing price.

While putting away materials — do anything EXCEPT sit directly across from them:

"Before we get into it though...

1. Are you confident in the solutions and materials that we discussed?

2. And, you are comfortable with myself and iSP and you believe we're the best team to handle this for you?

3. I'm assuming based on the condition of the roof and the [specific pain], you are wanting to take care of this as soon as possible?

4. So then it just comes down to making this affordable for you?

Great!" (Transition into pricing)
If they say "no" to any of these, STOP. Address it before moving forward. Don't show price until all 4 are confirmed.
Step 7 — Fair Pricing Policy

Fair Pricing Policy

Transparent pricing. No games. Everyone gets the same deal.

"Let me explain how pricing works. First, we have a fair pricing policy. That means if your neighbor purchased a roof from us during this month's current promotion and their roof was the same size, they would pay the same price."
"I will show you multiple prices today: One is good for 60 days, then I will show you the monthly promotion we are offering, and lastly I will show you the additional bonus you are eligible for moving forward today."
"Then I will show you how we make it affordable with our EZ pay option. I think you will be surprised at how affordable we can make this for you."

Pricing Structure

  • 60-Day Retail Price — locked in, protects against rising costs (tariffs, inflation, season)
  • Monthly Promotion — the "good" offer first, then "drop" to the better offer
  • Same Day Bonus — additional 5% off the 60-day price
  • EZPay — monthly payment options
iPad: Turn it to the homeowner. Put it directly in front of them. Don't make them lean over to you.
Step 7 — Pricing Flow

The Pricing Waterfall

1

"Better" Package (25-Year Warranty)

Show features, highlight warranty. Start with 60-day retail price (XXX.XX). "We lock that in to protect you against rising costs."

2

Monthly Promotion

Start with the "good" offer. Then "drop" to the better offer. The price drops — giving them the emotional hit of savings.

3

Same Day Bonus

"On top of the current promotion, we have the Same Day Bonus — ANOTHER 5% off the 60-day price." Be exact with savings to look bigger.

4

"Best" Package (40-Year Warranty)

Everything in "Better" PLUS additional features. Same incentives applied but LARGER discounts. "Bringing your total to ONLY ($X,XXX.XX)"

5

EZPay Options

"Now let me show you how we can make both options affordable." Monthly payments. Upgrade difference rounded to nearest dollar.

Step 7 — Objection Handling

Handling the Same Day Discount Pushback

When they ask "why is there a discount for deciding today?"

First response:
"The Same Day Savings is not the reason our customers choose to move forward with us. Customers move forward with us when they see the value in what we offer and they trust that we're the company for them. This is just a thank you for helping us be more efficient."
If they continue to push back:
"I usually see about 400 customers every year. If I have to go back to just 25% of them, I'll see only 300 (and I'm happy to come back as many times as needed). There are about 10 inspectors in our office so that's about 1,000 lost opportunities every year. We had an expert look at our pricing, and she said, why don't you just offer an additional discount for those people who are ready to move forward during the first visit. It saves you money and allows us to help more customers — it's a win-win for both of us. This discount isn't meant to be high pressure, it's just smart business. Does that make sense why we offer this?"
Step 7 — Closing Questions

Asking for the Decision

Use one of these to transition from pricing to closing.

"Which option do you feel works best for you?"
"What is the most comfortable option for you?"
"Which option would you say you're leaning towards?"
"What option works best for you?"
Step 8

Closing

Earn their business today. Then make it easy to get started.
Step 8 — Closing

The Close

1

Sit and Be Quiet

This is where we sit and let them review the iPad. Silence is powerful. Let them process.

"Which package are you most comfortable with?"
2

When They Say Yes

Make it frictionless. Don't overcomplicate it. Keep the energy positive.

"It'll only take a few minutes to get you started. I just need a driver's license."

That's it. Keep it simple. Keep it moving.

Best Practices

Inspection Best Practices

Involve the Homeowner

Get them to come with you during the inspection. Builds credibility, rapport, trust. They'll share more information when they're with you.

Show You Care About Their Property

Point out non-roof items you'll protect during installation: Japanese Maple tree, flower beds, etc.

Avoid the Spouse Objection

If only one spouse is watching the video, say: "I think [your wife/husband] may want to see this, too." Get both decision-makers engaged.

Speak Simply

NEVER use fancy roofing terminology. Don't assume they know anything about roofing. Explain everything in simple terms.

Summary

Key Takeaways

Every Step Builds on the Last

Skip discovery, your close has no ammunition. Skip price conditioning, you get sticker shock. The process works as a SYSTEM.

They Tell You, Not the Other Way

The best inspectors get the customer to say "I need a new roof." Your job is to present evidence and ask the right questions.

Tie-Downs Are Everything

Every "yes" they give you during the appointment makes the final "yes" easier. Stack micro-commitments throughout.

Fair Pricing = Trust

Transparent pricing removes the "am I getting a deal?" anxiety. The Fair Pricing Policy makes them feel safe to buy.

EZPay Seeds Early, Closes Late

Mention financing 3 times (discovery, halftime, pricing). By the time you show numbers, monthly payments feel natural.

Silence is a Closing Tool

When you show price, sit and be quiet. Let them process. The first person to speak loses leverage.

iSP Roofing

Questions &
Discussion

Let's practice these word tracks together.

iSP Roofing — Friday Training
1 / 34
Arrow keys or click to navigate