Sales Goal Planning for Roofing Sales

Hey, everybody. Adam the roof strategist here. This is our first Facebook Live, so if there's any tech issues, I apologize. So, hey, welcome to 2019. Happy New Year. I know that to me, the new year is an opportunity to start planning and kind of have a springboard for what's going to happen in the years to come. So, for me, what really kicked off my career in sales was this book by Brian Tracy called Goals. How do you get everything you you want faster than you ever dreamed possible? Or something along those lines, faster than you ever thought possible? So when I first got into the industry, my little backstory, which I'm going to share in a minute, but I wanted to give you an idea of what's to come today. What I'm going to do is go through my sales goal planning process. Now, this process is what helped me go from about $19,000 a year in income as a massage therapist to generating about 1.4 million in sales in eight months, which led to my first six figures. So today it's snowing outside. We're in Colorado. This is my home office, and I just want to put this together for the first time to help all of the salesmen that are coming into this industry to give you guys the tools that you need to hit those sales figures that got you into the industry to begin with. So what got me into the industry was people saying, hey, you can make six figures. You can make six figures, but no one gives you a plan. It's like, hey, here's this, Here's a shirt. Go knock some doors, make some money. And it just doesn't work like that. So what I did is I got into the industry and I wanted to make $100,000 in sales, right? Or, excuse me, not in sales, in income, 100 grand in income. And that was a big deal. Like, I didn't even know what to do with that kind of money when I was making $20,000. So I had to work backwards in reverse engineer how to get to where I wanted to be. Now, in order to do that, I did something very powerful that changed my life literally forever. And I still do it to this day as my goal planning. So the difference between goal planning and strategizing is being able to take that plan and put it into action and turn it into reality, right? So for me, that was saying, hey, I want to make 100,000. How the hell do I do it? I didn't even know what I needed to do. I just started knocking doors, and that was it. So I started with this big hairy number. And for those of you that just joined, what we're doing today is jumping into writing your income goals and turning your income goals into a plan so you can literally follow this day by day and earn that income as a sales person. Because chances are you didn't get training to do this. Now, the process that I'm about to go through with you is part of my roofing sales accelerator pack. If you're interested, I'll put a link down here in a minute. I think I have it. I think I have a copy. And I go through this process with everybody that I hired, all the salesman that I hired, all the sales teams that I hired. It's in there. You can scroll down and look, but you can do that later. So first and foremost, start with your income goal. Now, I always look at two numbers. What do I need to live on? And what's my income goal? So for some, the goal is 100,000, 150,000, 70,000. It doesn't matter. Make it about you, what you want, because everyone's goals are different. So we're going to start with that goal. Then we need to do is divide this goal by our average commission. So divided by avg. Commission. Now, for most people, this is the easiest part. This is the springboard to getting started. It's about 2,000 bucks on average for commission. So divided by $2,000, we are at, let's see, what would that be? Hundred. I'm horrible at math. I gotta grab my calculator. You're gonna laugh at me here, but I didn't get a. Get a math degree. A hundred thousand divided by 2000 bucks. So that would be 50 sales. Right? So I need 50 sales to reach my income goal. So that's the obvious part. Right. Cool. So now the next question comes up. How in the world do I get 50 sales? Well, chances are, you know, I was selling in Wisconsin, I was selling in Indiana, Colorado, Montana. All these markets have a short window, some shorter than others. Colorado, you can roof year round. In Wisconsin, you got a whole long window where nothing's happening. Right. There's. So divided by your sales season. Okay, so what is that 50 divided by. For me, it was 8. Again, horrible math. Getting off the trust calculator. 50 divided by 8. So that's 6.25 sales per month. Okay, so sales season for me was eight months. So 50 divided by eight, that's going to be six. I'm going to round it up. So I have a target to hit and I'm going to make this in blue so you can see it. So I'm at seven sales per month. Okay. Now, when you break it down that way, that seems pretty easy and pretty simple. Only seven sales in a month isn't too bad. But what happens is people get complacent, and there's that tomorrow syndrome. Oh, I don't feel like knocking doors. I'll go out tomorrow. So one of the tricks that I did, just as a side note, I would literally pack a bag, and that was my weekend bag. So I'd go get out of town, go on a little road trip or get away for an overnight, and I would put the bag in the backseat of my truck, and I go knock doors. And I would not leave on Saturday until I had my contract signed that I needed to or knock down a certain number of doors. But I literally didn't leave. If I didn't make it, I go home. So that just was my motivation. You can do what works for you. So we've got seven sales a month again. Now we got to reverse engineer. How do I get to seven sales in a month? And to do that, we need to reverse engineer some other metrics. How many people do I need to get in front of to make those sales? So I'm gonna go ahead and erase this for a minute. So we got $100,000 income goal, which is seven sales a month. Seven sales per month. Okay, now, from those seven sales, how many people do we need to get in front of to make 7 sales? So when I say in front of, I mean sales appointments. So how many people do you close? Easy numbers on this. Your closing rate probably is higher. At least I hope. And you should track this. Like, say it's a 50% close rate. So 50% of the people that you get in front of you sell. So that would mean you need to get in front of four. You have to have 14 sales appointments. 14 sales appointments per month. So now begs the question, how do I get to 14 sales appointments? We're going to get there. So we need 14 sales appointments per month, which, if you're working six days a week, just say, let's go by four. So 14 divided by four. So we need four. That's three and a half, actually, but we're gonna call it four. So that means four. And I like to break this down to make it easier. That's four sales appointments per week. Okay, so four per week is doable, but some weeks are gonna be slower. Sometimes you're gonna have two in a day. Sometimes you'll have one a day, sometimes zero, maybe three in a day. But we need to get to four sales calls, sales appointments per week. Okay, that's the target. And most people focus on this big number. They don't execute. So this whole idea is to get you a plan. So we need four sales appointments per week. That's it. Okay. Now how do I get to four sales appointments per week? How many people do I have to contact? How many doors do I need to knock? How many direct mail pieces do I need to send? And the answer to that question is specific to you. What I found with my sales guys, it was usually about 60 doors or 60 contacts that they'd make, whether it's cold calling, knocking on doors or sending letters in the mail. The under the radar sales letter that's part of that roofing sales accelerator marketing pack, there'll be a link to that by the way, if you're, if you're interested down below. And that led to one sales appointment. So 60 doors to one sales appointment. So how do you reverse engineer that you need four sales appointments times, let's say 60 people. And if you're new in the industry or you haven't tracked this, usually about 60 to 1 is a good starting point. So for 4 times 60. So I need 240 contacts per week. Okay. My handwriting is horrible, but that's okay. So I've got 240 people that I need to get in front of every single week. Now this is really where the rubber meets the road. This is how you make those sales and start earning a healthy living. It's focusing on these top line numbers that will then result in your bottom line sales. Okay? So if you focus every week and you get in front of 240 people, if you're working a five day week, some of you might be working six days. So 240, let's just call it five. That's 48 people I need to get in front of per day. You wake up in the morning, you've got a plan. So 48 contacts per day. Now you'll notice a trend. What's the next question? How do we get in front of 48 people? Door knocking, under the radar sales letter. The sales letter I have, following up with past contacts, asking for referrals from existing contacts, going to canvas the neighborhood of projects that are going on. If I know I can hit the 6, 10, 12, 20 homes in that neighborhood, Leave a door hanger when no one's there. Watch the rest of my videos. You'll see a training playlist in there. And again, a lot of the stuff is in that roofing sales accelerator, marketing pack or the actual copy templates that I use that you can just plug your name in, plug your company contact information, and you can download them, print them out, and start using them right away. So my goal in this video is to get you goal planning, but turning that plan into an executable strategy that you can execute every day. So here's an example of how I'd structure my day. And I do it by pen and paper. That was my favorite way of doing it. So I know I got to get in front of 48 people a day. That's much easier to focus on and hit than it is to say, hey, I'm going to earn $100,000 this year. But I really only have eight months to do it. So 48 contacts per day will naturally lead to one sales appointment, which will naturally lead into 50% close rate. If you do better, you're going to make more and boom, there it is. So what I would do is each morning I wake up, I want to really focus on the activities less so than the sales goal. So for me, 48 contacts a day. 48 contacts is easy. I'm going to go to the neighborhood, install, and I'm going to hit 20 doors there. 20, 20 doors at install. I'm going to send 10 direct mail letter, And then I'm going to try to open up a new area, maybe outside the 20 doors around the install or whatever that might be. So I'm going to call that another 20, 20 doors, new neighborhood. Or maybe it's a neighborhood. You want traction. Now, I know that ultimately the limiting factor in your income is really time efficiency. It's not going to be your selling ability, it's gonna be how much time. So once you make a sale, I made this mistake once where I took a job that was an hour and a half away. Softball size, hail fell, the place was obliterated. Rural area. I drove up there, knocked a bunch of doors, I made one sale, and that's it. Okay, that one sale earned me a $4,000 commission, which sounds awesome, but an hour and a half there, an hour and a half back just to sign a contingency. Hour and a half there, hour and a half back just to go sit there and meet with the adjuster. Hour and a half there, hour and just to get the paperwork together after we got the scope back, hour and a half there, hour and a half back for the bill, which, by the way, there were issues it was more than that. Then an hour and a half there, hour and a half back for collecting final payment. So that's five full hours of commuting time, right? 10. No more than that. I'm horrible at math. What did I just say? Hour and a half each. There's 10 trips. Holy shit, that's a lot of time. 10 times math time, 10 times 1.5. 15 hours of driving plus fuel, plus all the missed opportunity from working an area where I could have penetrated my time more efficiently. And when I made that commission, I would have made a lot more money than $4,000 in 15 hours plus fuel, plus the time there. So call it 20 to 40 hours. That's really not that good, right? That's really not that good. If I made one sale in a neighborhood that I was already working, knocks on doors, got more referrals, got more referrals, open up that neighborhood, I'd be in a much better spot. So I really want you to hyper focus on those areas and think about all those pieces outside of your day to day job that really make an impact on how much money you can earn. And that is your time. Manage your time and you will make money. I can do another video on that. I think I will actually later on. So anyway, focus on these 48 contacts. 20 doors to hit around your install 10 direct mail letters that are sent. You can do that after hours if it's raining at any point. And then 20 doors in a new neighborhood, this might be an area you got traction. Maybe you got a lead from the company and you're in a neighborhood, you sign them up and now you're like, hey, well I'm already there. I want to make more money while I'm there. Then you go, hit this. You get very targeted. Now the other thing that I like to think about is what these contacts mean. There's different levels of contacts that you can make with people, which is why in my roofing sales accelerator pack, I've got all these different templates that you can use. Because if I'm spending the time to show up at someone's house and they're not there, I want them to remember me. So I'm going to write down their address and I'm going to. I knocked the door, they weren't there. Leave my letter, which there's a letter here. Then I'm going to show back up at another time and send a direct mail letter. So I could get four or five touches on that same person. Repetition is powerful. It shows that you're Real you're going to show up again, that you're in the neighborhood, that you're determined. And people like that, believe it or not. So they're not home. They're like, oh, Adam, the rooster editor was here, but we weren't. Whatever. They chuck it out. Then five days later, they get a mail, a letter, which is my under the radar sales letter, by the way, again, that's included in the roofing sales accelerator pack that I send to the home saying, hey. And you can modify that, by the way. But one tip to use that would be to send a letter following up saying, hey, I was at your home. I noticed you weren't there. I left a little note. I understand that showing up. I don't want to catch you in the middle of dinner, and I would love to help you out. I'm helping Sally in the neighborhood. And if you're interested in a complimentary roof inspection, take a look at your damage, maybe assess whether or not you've gotten paid for the insurance, I'd be happy to help. Okay, we got to condense that down. But that's the concept that we send. Include your phone number and email or text, and you will get leads from that. And if you don't get leads, then you show up the next time again, knocking the door at a different time because you know they weren't home. And you say, hey, you know, I was here. I sent you a letter in the mail. Did you get it? So you have a reason to show up that makes door knocking not suck. And if anyone tells you they like knocking doors, chances are they're lying to you. I don't know anyone that actually likes knocking doors, but we do it because it gets our foot in the door, so to speak. And then we can take advantage of those opportunities to not have to knock doors further. So whenever I have a reason to show up, it makes knocking doors way more palatable. If I can show up at a homeowner's house and say, hey, sorry to bother you. I'm roofing Sally's house next door. I just want to give you my card. Now, I understand this process can be loud. There can be some debris. So if anything comes into your yard, let me know and I'll take care of personally. Here's my information. Then you go to turn away. Oh, by the way, have you had your roof looked at yet? Did your insurance approve it? Where are you at in the process? So then now it's passive, right? It's not as forward and upsetting to people. So that's again a strategy to have a reason to knock on their door. So I hey, I'm all for the path of least resistance. Find the easiest way to make sales. Don't go one and done where you just go knock doors. Well, I hit 70 Adam. I hit 70 doors. Nothing happened. Well, you went during 10 in the morning in an area where there's let's say a blue collar community and people are working shift work and no one's home. That doesn't count as a contact, I mean human contact. Make it easy for yourself. So when you think about how do I get sales easy? Think about where you have traction, right? If you imagine a giant boulder, it's really hard to get that boulder moving. But once it's moving, it's got momentum. So piggyback on that momentum. Use the tools available to you and if you are interested you can get my stuff that I've used and maximize your time and contact. Say hey, I was in front of someone, I was at their house but they weren't there. How can I at least leave a touch point? How can I do something different that stands out from my competitors? And again, if you focus on this, there's 48 contacts per day. That is how you get to that hundred thousand in sales because we call this reverse engineering. I want to start with the end in mind. Stephen Covey, by the way, great book. Seven Habits of highly effective people. Audiobook you can listen to while you're driving around and then reverse engineer that backwards. Now for a more robust plan. I do have that. It's actually one of the bonuses in my roofing sales accelerator pack. You can download it, you can fill it out. It'll walk you through this process even down to reverse engineering. How many people do I need to get in front of? What's my average touch point? Where's my most effective way to engage with those people? And you'll also have. So I've got a few monitors here in my office. The other thing that I have is my daily schedule. So I'll take this again. This turns into my daily schedule and I have a template that I follow and I'll give you the high level. Now I want to prioritize on my income producing tasks. Meaning when I do this action, the result of that action is me earning money. That's what I want to focus my time on. So I put those first. So maybe it's knocking doors around the install highly, highly profitable versus knocking coal. Right. Then my direct mail letters, then following up with people who you know let's say you also have and you can, you can add again this is minimum, let's say five follow ups. So you were at someone's house and they got gave you the hey I'm going to think about it piece. Now you have five follow ups. So just today alone 20 doors, 10 direct mail letters and you can check that off. I guarantee you if you manage this process you will hit those income goals. So just wanted to say cheers to you guys. Have a great 2019 or whatever year it is when you're watching this video. But this is a fantastic time, especially in the off season to really plan for those goals to hit. So wishing guys the best of luck. If you have any questions left, some comments in this video, be happy to get back to you. But I highly encourage you to actually write this plan out for you because as they say, a goal without a plan is just a wish. Brian Tracy says that actually. And if you're looking for recommended reading, definitely check this book out. Brian Tracy Goals how to Get Everything youg Want Faster Than youn Ever Thought Possible. That book changed my life. And work it out. Build it backwards on your average commission. Figure out how many sales you need to make. Break it down by month. How many months do you have to sell? Is it eight months? Then you need to figure out that total sales per month. So for us, eight month example, that's seven sales per month. Break that down into a week. Break down how many people you need to get in front of to make those sales. Based on your closing rate. 50% is easy to start with. If you are in storm restoration, your closing rate should be higher than that. Should be closer to 70 to 80%. And then from there figure out how you're going to make those contacts the easiest way possible. So hope this helps you hit your income goals. And if you guys have any questions, pop them in here. We'll get back to you. Don't forget to hit like on the video. Subscribe if you haven't already and feel free to check out the playlist. I've got a playlist here on other free trainings to help you guys boost your sales in the roofing business. Talk to you guys soon. See ya.