Adam Bensman presents a door-to-door sales playbook for roofing salespeople. He teaches the SLAP formula for door knocking (Say hi/break the ice; Let them know why you’re there; Ask an open-ended question; Present/respond to their answer), gives example scripts (including using recent neighbor installs as social proof), and outlines preferred lead-generation tactics: door knocking, direct mail using plain personalized letters (not glossy hangers), door hanger letters taped by hand, and referral/self-generated leads. He also references deeper training materials and a checklist for follow-up to convert signed customers into neighborhood leads.
Chapters
What's my go to door knocking script and what's my go to lead generation strategy? So my go to door knocking script, who knows it? So what they said it's the slap formula. And the slap formula S stands for say hi and break the ice. Quick little note. If an icebreaker seems unnatural, if it feels forced, skip it. Okay. L is let them know why you're there. A is ask an open ended question and that's all you need to know and I'll break it down for you. So I say, hey, hey, listen, my name's Adam, the roof strategist. By the way, sweet Mustang in the driveway. So that'd be an icebreaker as an example. Let him know why I'm there. I want to make it seem very intentional, not like I'm a canvasser, that some van dropped me off. Don't say the word, I'm in your neighborhood because that screams I'm a solicitor. I'm talking to homeowners on Lexington land. That's specific. Just know what street you're on. It's not that. That tough, right? Yeah, I'm talking to homeowners on and then name their street. So that's one example if I'm brand new in the neighborhood. Hey, my name's Adam, by the way. Beautiful Charger in the driveway. Listen, I'm talking to some of the homeowners here on Lexington Lane about their roof. Okay? A ask an open ended question. I couldn't help but notice your roof looks like it's about 20 years old or so. And I know quite a few roofs in the neighborhood have been needing to get replaced. Where are you at in the process? So that's my open ended question. Where are you at in the process? That's it. How they respond I can pinpoint based on item two that we shared before determining what stage of the process they're in. And then I'm like, hey, all right, they're in the. For example, on the storm side, their insurance company came out and they're paying for partial damage. And if they say, hey, our insurance company came out and they just said we had a few small repairs, we're good now I know how to pee. Present to their answer. So say hi, let them know why I'm there. Ask an open ended question. Present to their answer. The other approach is again, example. Hey, the reason I'm stopping by, Peggy just chose us to do her roof. So the minute you sign a deal, knock every freaking neighbor you can see. And the language you use is Peggy just chose us to do her roof. Not we're doing Peggy's roof. Because the message that's sent when we say Peggy just chose us to do her roof is the strongest testimonial ever. It's basically saying, Peggy trusts us, she likes us, we're good enough for her, then we're good enough for you. Another one. We're doing that roof next week. Hey, the reason I'm stopping by, we're doing Peggy's roof next week. Another one. Hey. The reason I'm stopping by, we're doing Peggy's roof today. Another one. Hey, the reason I stopped by, we just did Peggy's roof last week. Last month, whatever it was. So what I'm trying to do is justify my visit and cloak my visit in a service driven approach that I'm just there to start a conversation. Where are you at in the process? And then once they respond, now I know how to present to them. Make sense. Cool. So that's the slap formula in a nutshell. Inside my free training center, you'll see an entire playlist on acing your pitch. A deep dive into all that. Of course, all this is in my training platform as well, in even more detail than what you'll see. My preferred method for leads, door knocking. My preferred method for leads, direct mail. Another preferred method, door hanger letters. I can get in. I know a lot of these. A lot of folks in this room that have been following along know this already. So I'm gonna keep this really brief. And there's a bunch more on YouTube. But most folks are using overly designed glossy marketing material in the form of door hangers. And they want to do that because they believe that they look professional, which I'm not going to fault you for. But what I know is that when I get my mail, let me know, do you guys experience this when you get your mail? You sort through it really quickly. You do the stack. Anything glossy that's marketing just gets chucked over your shoulder into the trash pile. Anything that's not, it's like, okay, did that come through a machine that's also garbage? And then anything that looks legit, then I open. And usually that's only one or two pieces. People are doing the same thing on their door. So when they come home and they see a million door hangers, they don't even look at it like, just another roofer. Hail, damage, whatever. Just another roofer. Want to replace my roof, whatever. And they chuck it out. So what I do is I use a plain paper and I provide these letters. You guys can learn to write your own. The ones I've written are really effective. You print them out on your home computer and it's a personal message of why you stop by. You fold it up, you put a piece of blue painter's tape on and you tape it on the door crooked. And if you want to spend a little bit of time, you can write just their house number, the address on there, but that's it. Because the whole idea is to play into human curiosity. So when they get there, instead of them saying, oh, that glossy thing like, oh, that's just trash, what they do is they peel it off the door, which is step one. Step two is they open it because they want to know what it is. Step three, they read it because they have to read it to find out who left it. It's why I don't use logos or anything. And it's a very personal touch. And you get callbacks from those. Next is referrals. And we'll talk referral strategy in a second. Self generated leads are the best leads you can get when you're knocking doors. Knocking doors is a necessary evil. Good roofing salespeople will knock doors until they have no time to knock doors again. Who here has run out of time to knock just so you can see that it's possible because it's daunting. When you get started, you're like, man, do I have to do this forever? It's like a lot of work to get a sale. And when you first get started in the business, it's like pushing a a like a concrete ball up a mountain. It takes a lot of momentum. But then once you crest the peak, that momentum is just going to take off. And when you're first getting going, it's that hard part. But then you'll make some sales. You'll start getting calls off your yard signs. If you work your neighborhoods, especially the way I teach you, which in my system, for those I didn't get into this, but I provide a checklist of literally what to do every single time when you sign a new customer. Do this, say this, here's the material to use when the job is scheduled. Do this, say this, here's the material to use on the day of install. Same thing when the install's done, when it's paid in full. And when you do that, you'll be drowning in leads that you literally won't be able to knock doors anymore. Does that answer your question? Sweet. You bet.
