Almost Quitting to $800,000 in Sales in His First 2 Months | Real Talk w/ Roofing Sales Rep Carl E.

All right, welcome to the channel. My name is Adam Benson, the root strategist. And today I'm joined by Carl Elmore. Carl, thank you so much for joining me today.

Thanks for having me.

I'm going to introduce you and fill in any blanks. So we're having a little bit of a real talk today. More of the stuff people don't talk about in this industry because we all like to just share the victories, but it's getting there that's the tough part. So, Carl, two months in, right? Total sales in the pipeline. Where you at.

Right now? I've got about 35 roofs in claims, in some retail, some claims I've done about, I've done six roofs. And if I total up, like roughly using xactimate numbers, I'm at about $800,000 in claims.

800,000 in your first two months in the industry with no experience. So this is, first of all, that's mind blowing. And the part that I want to talk about, which is why you and I emailed, was how you got to that point. Because an outsider, we all hear this stuff. We know that, like Facebook, everyone shares the victories, but they don't talk about getting to that point. Can you share whatever you're comfortable with on the email? Because it. Correct me if I'm putting words in your mouth, it was not an easy start.

I mean, just to give you a little background, which, Adam, you obviously know this, but so a year ago in March, I was running a small business that was, you know, not doing so good. And so I close. We closed our doors. And, you know, actually it was such a gift because my kids were out of school, they couldn't go to school. So I spent, I went straight into, like, working all the time to daddy daycare for four months. And so I spent this, like, beautiful time with my kids. And I got out, I kind of tested the waters with the industry in the, in the summer. And I got hired as a manager, actually for a company. You know, it was there for like three months. So I kind of got my feet wet with the industry and technical knowledge and, you know, how the insurance process works and different kind of roofs and that kind of thing. But there were some, you know, there were some things going on and not to go into detail, but I just wasn't feeling very comfortable with that company. And so I left. And, you know, I asked like, a good friend of mine that's been in the industry here for one time, like, hey, you know, I want to work with, like, top tier somebody that, like, really is product focus and customer focus. And you know, who would you recommend? And actually asked three people. They also the same person. And so I felt like I was on to something. So that's how I landed with my current company, cnc. And so you know, that started and I'd been out like door to door with other sales reps before and you know, they would tell you that hey, like Earl's like 100 comfortable. I mean I knocked some doors, I'd led the conversation. There was even a time where we were knocking a house in this development and I was with our top sales rep for my previous company and he like couldn't handle the objection and I just took it, like jumped in. Again, no experience. And then we converted this guy, let's get up on his roof. And his claim got approved. And so, so one might think that hey, you know, like this guy's like super comfortable. That wasn't the case. And so I traded water for a couple weeks and I had this experience where you know, I just pull up to neighborhood and I drive around the neighborhood and I sit out of my car and look at the house. I know they had damage and I just couldn't get out the trunk. You know, it was like this mental block that I was in. So much fear, so full of fear, such low self esteem. Probably coming off of something like my recent history, you know, being 4 years old, not being able to get a job and no college degree. And really this is like the only thing I could come up with that I could do to make it mean. And so I just couldn't do it. And you know, when I bought the training roof strategist actually went, actually went through the training and you know, I sent Adam an email actually. I was like, hey, you know, I'm in my truck, I don't know what it is, I'm just terrified. I can't get over this. And you know, you see me like three videos and you know, I'd watch these videos about fear and getting out and you know, when I, my wife asked me how'd it go and I said, you know, really well and I think I could, you know, I think I could do this. And then I just went on a rampage, honestly. Just knocking, leaving letters, calling, following up talk, calling agents, calling real estate people. You know, I just little posted note in front of my computer and I would drop my kids a daycare and I'd say this is what we're doing, you know, we're going to treat this like a job. And it's Bell to bell from drop off to pick up. We're going as hard as we can go. You know, sometimes I pick my kid, my son up, drop him off the house to go back out, knock. And, you know, I mean, I'm just a couple months later. And, you know, I've got a lot of houses in. Got. Like I said, I've got a lot of claims in. I've already built six houses, got a bunch. You know, I really hadn't sat down and totaled it up until this call was coming up, so. Because I really don't. I don't even think about it, you know. You know, something that another mentor of mine told me is that you just have to approach it from. You're there to be service. Like, you're there to educate, to help, you know, and, you know, that's. That's like the really fun part for me is it's not selling the crazy, you know, 70 square house. I mean, you know, I've got a couple. I've got a couple monsters, like 100 square tile job and 75 square slate job. They're just like, referral, referral, boom, boom. I just got into this, like, you know, but then I've got like, hey, man, like, I just finished a little beach house for a guy, Carolina Beach, 15 square cash job. Like, I made like 100 bucks. And, you know, down the street like this, you know, Gladys. L. Let's say her last name. But, you know, she called me up, like, on Monday and was like, when I met Gladys, I knocked on her door. You know, she's elderly, she's on a fixed income, and she's like, I desperately need a roof. I was almost to the point of taking out a reverse mortgage on my house to pay for my room. I said, gladys, let me get up and check it out. I came down, I said, glass, you got damage. Here's the pictures. You know, I know you got an insurance company. That's tough, but let me just fight the fight and see what happens. And, you know, like I said, Glass called me on Monday. And actually, the even better part is she called. Instead of calling myself, she called the office. And so she talked to, you know, my boss's wife, and she was so thrilled. And she called me just like, I really hadn't sat down and totaled it up until this call was coming up. So. Because I really don't. I don't even think about it, you know. You know, something that another mentor of mine told me is that you just have to approach it from. You're there to be service. Like, you're there to educate, to help, you know. And, you know, that's. That's, like the really fun part for me is it's not selling the crazy, you know, 70 square house. I mean, you know, I've got a couple. I've got a couple monsters, like 100 square tall job and 75 square slate job. They're just like, referral, referral, Boom, boom. I just got into this, like, you know, but then I've got like, hey, man, like, I just finished a little beach house for a guy in Carolina Beach. It's 15 square cash job. Like, I made like a hundred bucks. And, you know, down the street like this, you know, Gladys. L. Let's say her last name. But, you know, she called me up, like, on Monday. And it's like, when I met Gladys, I knocked on her door. You know, she's elderly, she's on a fixed income, and she's like, I desperately need a roof. I was almost the point of taking out a reverse mortgage on my house to pay for my birthday. I said, gladys, let me get up and check it out. I came down, I said, glass, you got damage. Here's the pictures. You know, I know you got an insurance company. That's tough, but let me just fight the fight and see what happens. And, you know, like I said, Glass called me on Monday. And actually, the even better part is she called instead of calling myself, she called me often. And so she talked to, you know, my boss's wife, and she was so thrilled. And she called me and she's like, I just can't believe it. I just got this call. They're gonna pay for my roof, you know, And I mean, they just. I can't believe this just happened. Like, I mean, I'm 80 years old. I'd never put in an insurance claim. And, you know, these guys, like I said, they just send me. They just called me and said, you know what? You got damage. You got hurricane damage. Which she did. And, you know, she got it. She's getting a roof. And so, you know, that's. That's like the really fun part, because I've had those experiences, but it doesn't matter to me. Like, I don't care if it's, you know, like, I'm putting on a roof on Saturday for cats and a double wide. You know what I mean? And he's. And I'm having just as much fun with him as I am with the guys that I'm making, like, the bigger claims, you know, because the reality is it's like he's all, I mean, nobody understands the truth. And so he's almost just as like grateful. You know, I can like feel it that he like is like genuinely thankful for me. So how do you go from like that to where I am now? Like, I don't, I don't really know, you know, I mean, I did what was in the training, I put in the effort, I put in the work and you know, but I just don't even. It's. I can't explain it. It just, and it just kind of keeps happening. Every day I talk to somebody or somebody leaves a Google review and says, you know, like, how much they appreciated, you know, the effort that I put into their job. You know, like the crew tells me, I mean, my boss is really big on like, you're there to support the crew. Crew, you know what I mean? They don't work for you. You work with them. And so, you know, like, if they need something, it's like going to get it. I'll be backing out. Like, I'm not gonna, you know what I mean? Like, I got your back. You guys are gonna finish the job today. You're not gonna sit around and wait on a bundle of ridge. So now I'm just kind of going off. So I'll shut up and let you.

Oh man, you've been, you hit it all, Carl. And I just, I want to say thank you for being so real and sharing this stuff because it's the thing that, that people don't talk about. It's the thing that seasoned people don't remember anymore. Because, I mean, would you. I'm curious if your thoughts. Do you think now that you have traction that roofing sales is actually quite simple?

It's the simplest thing I've ever done.

Yeah, but the heart, it's horrifying for so many people getting started, you're put in your. You're being put into an environment in a situation you've never dealt with before. And there's confidence, there's self esteem, as you mentioned, there's fear of the unknown, there's the mindset of, you know, door to door, salespeople are painted into this certain light. Same with roofing companies. And that traction is huge. And it's just another testament. I really believe roofing sales changes lives. I mean it is like a rock bottom place for many. It's rock bottom for me. Sounds like it was for you too. We didn't grow up being like, I'm gonna come in roofing sales It's. I'm at a point that I have no other choice and just so happens to be a lot of money we can earn. And it's not easy, but it's simple and you did it, and it's just absolutely awesome. And I'd love to hear, like, what ultimately do you feel like gave you the courage, the heart or the drive to get out there and get that initial traction from after having those days of it, not of not getting out of the truck. What. What shifted? Was it the familiarity of being able to knock, the build so it was easier to, like, have a reason to show up at the house as opposed to it being like a cold visit, or was it something totally different?

Well, it's funny, like, I. You know, this can sound super lame. I mean, definitely the build's like, you know, that. That was a good jumping off, and that certainly gave me that little trigger confidence. But the funny thing is, like, the first door I knocked on, like, I knew they weren't gonna be home, you know, but I was like, I just gotta get to this door and, like, knock on the door and ring the doorbell and stand there for at least a minute, you know? Yeah. And then it was like, all right, well, that didn't kill me, you know, and then I went to the neighbor, and I mean, it's down the whole street. It was like, I didn't even, you know. Of course now, like, when I'm knocking, I look for houses that have damage. But I just was. I almost, like, kind of like. I mean, I almost just started knocking every door. Like, I use this an opportunity to have a conversation with somebody and, you know, hey, who doesn't want their roof checked? You know, maybe it's a year old. I mean, we're living in an area where hurricanes blow through every year. Like, hey, man, let me just get up there and check it real quick and just make sure you're good. I mean, it's not going to cost anything. I'm right here. So I think I just approached it in that way. You know, we're just. Like I said. I mean, it wasn't so much of, like. I don't know, but it's. It's. It's funny. It just. Those are some little things that I think, just help me out the gate. Just get over that. Because I was terrified, you know, I mean, and. Terrified of what? I mean, I've probably knocked. I can't even count how many doors I've knocked. And I've only had, like, one person, like, slam the door. You know what I mean? Like, most people just awkwardly, like, stare at you, and you ask questions, try to get them going. Like, you know, you talk about their. You know, they're like. You talk about your training like the raptor in the parking lot. You know what I mean? Like, you try to find something to strike up the conversation. And, you know, you kind of tell, like, all right, they're just kind of waiting, and then the first opportunity they get, they're gonna push me away. Which is fine, you know, But I think that's the fun part, is that, you know, you share the story in your training. Now, I've been on topic, but he talked about the guy that was throwing us along, and he's just like, we're gonna give up on him, you know? And I've got a couple of those people now where, yeah, man, I stick their neighbor's yard. We did their roof. You know what I mean? And I just went back and, hey, you know, I mean, ask your neighbor their experience, because I think they're going to tell you that, like, my customer service is top notch. I was here all day. The roof will put on. I mean, every T's crossed, every eyes dotted. I mean, that thing is, you know, they're not gonna have to worry about the roof for a long time. Let me give you the same opportunity. Yeah, eventually they have.

That's great. I'm glad to see that's working for you. You know, just for the benefit of anybody watching or listening, there's a few key things that you had said that made a difference, and correct me if I'm wrong on any of these, but one, which I found interesting, and I share, by the way, I share this openly with owners. I don't talk about it much with sales reps, but one of the reasons the sales strategy that you went through is effective is because cold door knocking is the hardest part for people. And when we have that reason to be there, it's easier. The reason you knocked a build, it is so much easier to show up with a clear purpose where you don't feel like you're there to sell something. You're there to let them know what's going on, provide assistance if there's any complaints or noise or debris, and then start a conversation to find out what's going on with their roof. So you're not even there selling anything. And that leads to point two, which was just finding out if you get help and starting a conversation. And that shift of when we show up at the door, it's like how do you start a conversation with a stranger that you interrupted? You know, but when you focus on that as opposed to word vomiting, a giant pitch to sell them something, it's easier. So you have a reason. And then you mentioned it. How can I help start a conversation? And then all of a sudden this door knocking thing that's crippling to us when we first start is a lot less scary because we're there for a reason. It's not go knock on that stranger's door and sell them the roof. It's like for so many people, you know, then you start doing it. Then you're like alright, cool, let's go do it. But it takes us getting up and over that hump to get to that point of the confidence and it cracks me up. Now you said you're on a rampage. You're going bell to bell, you know, Carl, 850 in sales. And I know for anyone listening at those numbers, there's a big cash job for metal roof. You had two. What was it? I have your email pulled up. You had two big. Where was it? Yeah, square concrete tile.

Yeah, I got a square like 100 square concrete tiles. They're gonna fight, but they've got a ton of damage. It's got a. Might take it to appraisal, actually back out. Anyways, long story short, I mean it's probably, you know, just a big job. That job between that job, my sleep job, that's, that's a big portion. I mean it's a good shop but it's. Most of my jobs are you know, 20 squares, 25 squares, 30, 40. I mean, you know, it's just kind of all over the map. Like I don't cherry pick, I just go for it. You know, it's just awesome. I've got a couple neighborhoods that are opened up and you know, it's kind of hilarious. Like you drive through the neighborhoods like cnc. Cnc. Cnc. You know, it's like you're these CNC guys, you know, it's like, well it's a CNC guy, you know. And what's even funnier is they're like on the way home from a couple buddy of mine that are in the industry or for a different company. So like, you know, they're like, what? I can't believe you're not going to drive home and drive through the street, look at your signs every day, like, well, sorry, you know what I mean? Yeah.

And that's the whole idea, working that system, make it easy, open up the neighborhood you know, you dominate. Carl, thank you for sharing all this stuff because it's. It's so. So many people need to hear it. We've all had even seasoned guys. It's not just new people. We all have a slump, and it's tough. And I'm curious if you were just to wrap up our time, because I know we're running out here, but what would you say if you were mentoring yourself a few months ago? You know, there's other people listening who are in those shoes. What advice would you give yourself that would also obviously benefit anyone? Listening?

Yeah. You know, I mean, I think a lot about. You know, one thing that's really resonated with me is you talk about in your training, about the personal development involved in doing this job and, you know, this critical crossroads in my life where, you know, I'm questioning all my decisions. And like I said, I'm 40 with a couple kids, and, you know, just. I mean, just the reality is, like, I was not having a good time. I was not on a winning streak. I didn't feel good about myself. And, you know, like, I mean, I was really difficult spot. And I don't share that. There's some guys that follow your channel and, you know, I haven't shared that in full, you know, completely with him. But, you know, that's been the biggest gift, is that if you can find a way to, you know, do the football, you know, if you can find a way to just work the program, you know, like, it's. That's why I spent. Paid the money on the training, like, I paid the money on the train. If you're a. What is the training? And then to give it my best shot of doing what it is that someone else did to be successful. And, you know, yeah, I've had success. Like, I've sold a lot of roofs. You know, I've had great experiences with customers. But, you know, like, that doesn't touch the difference in how I feel from when I started this job to afterwards, because I got my life back, you know, I got my. My confidence back. Like, hey, you know, I mean, I went to a couple weeks ago, spring break, and we went. Stayed. It was hilarious. We stayed in this farm. It's. We did like a farm stay. And, you know, I just, like, watch my kids run around this farm, and I sit on the porch with my wife. You know, we're just sitting there watching our kids, like, run around. And, you know, it's like the first time in a while where I felt like, you'll Be okay. You're exactly where you're supposed to be. And I would have like two months ago. I didn't, you know, I didn't think it was going to be okay. You know, I thought it was not going to be okay. And so, you know, for that, like, I'm forever grateful for this channel, the training and the opportunity to get to suit up and show up and do this job. That's a big reason why I'm as passionate as I am about it, because it's giving me a lot of gifts. Monetary.

Carl, thank you. It's a two way street. I mean, I am forever grateful for you sharing this stuff. Seriously. I mean, this is the stuff that other people need to hear. It's my why, you know, this is my why is hearing these stories. This is what drives me forward and I appreciate you being part of it. I'm so glad to see your life changing in such a great place. And the motivation and excitement and it's, you know, as I say, sales, personal development, disguise. The money comes, but it's not the chase. The chase is the fun part of the growth. And it sounds like you're there and just. I can't thank you enough, Carl, for being here and sharing. Sharing the depths of what. I want more people to know that they're not alone out there because it can be an isolating field to be in when, you know, no one gets it. No one gets our victory. Hey, I sold a hundred square tile job. They're like, what's a square? What's a tile? What does that mean? No one gets it. So thank you from the bottom of my heart. Seriously, I'm grateful. And for anyone watching, put your heart into it, grow. This industry is a, it's a game of being the best version of you when you do it, when you play it right. So that's all I gotta say for this. Any, any closing words before I, we wrap it up.

Carl, thanks for having me. Yeah, good luck out there. You can do it.

I'm gonna end on that one. Thank you guys. We'll see you next time.