Mike’s Monday meltdown (And the 5 revenue drivers that saved his sanity)

By Chad Westbrook, Service Alignment.

Most roofers are sitting on six figures in untapped service revenue, here’s how Mike stopped leaving money on the table and started turning routine jobs into serious profit. 

Mike had that look on his face. 

You know the one — laptop open, three half-read emails pulled up, coffee gone cold. His service tech just called in sick, a client’s asking about a proposal that’s “still not ready,” and his dispatcher is waiting for direction on where to send the crew. 

Classic Monday. 

Mike runs a solid commercial roofing company. Kills it on reroofs. But service? That’s where things feel like duct tape and hope. 

What drives him nuts isn’t the work — it’s knowing he’s leaving money on the table. That his trucks are rolling every day… without pulling in what they could. 

If that’s sounding familiar, you’re not alone. Most roofers I talk to are sitting on six (or even seven) figures in untapped service revenue. 

So let’s break down five simple levers Mike (and you) can pull to start winning more roofs — without adding chaos to your week. 

1 — Onsite upsells: “While we’re up here…” 

Mike’s crew patched a leak on a local strip mall. As they were wrapping up, they noticed a big seam split over the tenant next door. 

Old Mike would’ve shrugged. New Mike? He trained his techs to flag and snap a photo. 

The result? A $2,400 same-day upsell that took an extra 45 minutes. 

Want to see how to bake this into your process without making techs feel like salespeople? Check out this guide on service revenue drivers. 

2 — Post-job proposals: Don’t just leave a patch — Leave a plan 

Mike used to finish a job and… move on. 

Now? He’s trained his coordinator to review every completed ticket and ask: “What else does this customer need?” 

Think gutter cleaning, minor restoration or even a budget repair plan. One client turned a $1,500 repair into a $9,000 seasonal maintenance package because Mike made the ask. 

Need help turning work orders into reorders? This free breakdown shows you how. 

3 — Maximizing proposals: Quote like you mean it 

Back in the day, Mike would send a proposal with one option — maybe two if he was feeling spicy. 

Now he uses “Good, Better, Best” framing to give the client a choice… and anchor the high-value option. 

It’s not just about quoting more. It’s about quoting smarter. 

Want to sell bigger tickets without feeling pushy? This free resource walks through it step-by-step. 

4 — Scale your customer: Mine the gold you already have 

Here’s a stat that hit Mike like a dropped wrench — his top 10 clients had 42 buildings… but he was only servicing 14 of them. 

Once he had visibility, he started scheduling portfolio reviews. “What else can we help you with?” turned into dozens of new tickets — no cold calls needed. 

Already got great customers? Here’s how to get more from them. 

5 — Grow the business: Find new clients without more chaos 

Let’s be real — Mike didn’t have time to “do more marketing.” 

But he did have time to bring on a part-time SDR who started calling property managers from a targeted list. 

Week one? Two meetings booked. Month three? $60K in proposals. 

You don’t need a massive team — just a system that works. This guide lays it all out. 

Wrapping it up 

Mike didn’t magically grow his service division overnight. 

But once he locked in these five revenue drivers — and built a system around them — everything changed. He went from reacting to revenue… to creating it. 

If you’re ready to do the same, grab the free Service Revenue Drivers guide here and start turning your service trucks into profit machines. 

Coffee’s optional. Winning more roofs isn’t.