Closing strong

By Gary A. Cohen, Florida Roofing and Sheet Metal Contractors Association. 

Learn how to build trust and grow your business when closing sales. 

Trust is the core foundation on which the roofing industry is built. When you are working with a client, they are trusting you with not just their money, but their home. This is a big deal. That’s why finding success in the sales sector should not just be about having the best pitch or cleanest marketing, it should be about being the best at listening to each customer’s needs and guiding them to solutions that will help. 

In an article for Florida Roofing Magazine, Certified Contractors Network President Gary Cohen shares his thoughts on how sales professionals can do more than just push products, they can help them make informed decisions about their homes. 

Why selling doesn’t work and what does instead 

Traditional sales tactics rely on persuasion and pressure, which can leave customers feeling uneasy or skeptical. Homeowners today are more informed than ever. They don’t want to be “sold” – they want to be heard, understood and advised. That’s why the key to closing more deals is shifting from a sales-first mentality to a customer-first approach. 

A successful sales conversation isn’t about what you want to sell – it’s about what the customer needs. Instead of talking at prospects, effective sales reps ask the right questions, listen intently and provide solutions that align with the homeowner’s specific concerns. 

The power of trust and relationships 

Closing a sale is not a one-time event; it’s the start of a long-term relationship. Homeowners are far more likely to buy from someone they know, like and trust. That trust isn’t built through flashy presentations; it’s built through sincerity, transparency and problem-solving. 

How to build trust that converts to sales 

• Ask before you offer: Start with open-ended questions that uncover the homeowner’s true concerns. 
• Listen more than you talk: Pay attention to what’s really driving their decision-making. 
• Educate, don’t pitch: Provide expert insights that empower them to make the best choice. 
• Offer tailored solutions: Show how your product or service directly addresses their unique needs. 
• Be a guide, not a salesperson: Customers should feel like you’re helping them, not pressuring them. 

Recognizing buying signals and closing at the right time 

Many sales reps lose deals because they push too soon or they wait too long. The best closers understand timing. Instead of forcing a decision, look for natural buying signals: 

• Increased engagement (asking detailed questions, showing excitement) 
• Expressed interest in specific features or benefits 
• Positive feedback about your product or service 
• Concerns about missing out on an opportunity (FOMO). 

When these signals appear, guide the conversation toward the next steps. Closing isn’t about “getting the sale,” it’s about making it easy for the customer to say yes. 

Sales success is a team effort 

Winning more business doesn’t just happen in the sales department – it’s the result of a well-orchestrated experience across multiple teams. From marketing and call centers to customer service and production, everyone plays a role in making the sales process seamless. 

A strong sales culture ensures that: 

• Marketing generates high-quality leads. 
• Call centers set clear expectations before the in-home consultation. 
• Sales reps deliver a consistent, structured presentation. 
• Customer service and production teams reinforce trust post-sale. 

Creating a repeatable sales process that works 

One of the biggest mistakes companies make is allowing each sales rep to “wing it.” A proven, structured, consultative sales process ensures every customer gets the same high-quality experience every time. 

Every sales rep should be following the same framework that prioritizes: 

• Building rapport and trust from the start. 
• Diagnosing pain points like a doctor before prescribing solutions. 
• Educating and advising rather than hard selling. 
• Closing naturally based on timing and readiness. 

Final thoughts: Shift Your mindset, close more deals 

The most successful roofing sales professionals don’t sell; they solve. They don’t pressure; they empower. And they don’t just chase one-time transactions: they build lifelong customer relationships. If you want to increase your close rate, stop focusing on “making the sale” and start focusing on earning the customer’s trust. When you do that, closing more sales becomes the natural outcome of a strong, customer-centric approach. 

Original article source: FRSA