Roofing Sales Techniques: How to Master the Four Line Close
Updated: Mar 16
Sales is a series of small hints that leads your customer to where you want them to be – the ultimate objective of what you want.
Before you lead into the four-line close, you want to prep your customer with small hints.
After your inspection, go back to the homeowners and show them your findings. Make sure to have the paperwork out while you’re discussing the damage you found. Having the agreement that you want them to sign out in the open lets them know that you’re going to ask them to sign something.
Line 1: Give them a reason to sign.
You say: “So, Mr. and Mrs. Smith, what this agreement says is that first and foremost, it allows me to work with your insurance company. I can’t do that without your written authorization.”
Why is this important?
You’re saying that you’re not going to meet with their insurance company and spend your time and expertise, unless you have a signed agreement.
Line 2: Explain how the process works for them. What happens if they’re denied?
You say: “This agreement is completely contingent upon the insurance company approving your total roof or total siding. If this isn’t approved, you don’t owe me anything. I don’t like wasting my time, so I’m not going to spend time on a project unless I believe it is going to be approved.”
Two things to note here:
1. You will only do the work approved by the insurance carrier.
2. You want to replace the whole roof or siding, not partial jobs. If the total job isn’t approved, you won’t take the job.
Line 3: The insurance carrier will determine and set the price of the claim. You don’t provide an estimate.
“The way this process works is, I don’t provide an estimate because the insurance company is the one who sets and determines the price of this claim. They send someone out to your property to go over it. And they’re the ones who tell us how much they’re willing to pay for those repairs. So, I’ll work with them on coming up with the items that need to be replaced and make sure I agree with their pricing, but I’m promising you up front that they’re the ones who will set the price. That means that you know there isn’t going to be a price difference between what they have and what I have. I’ll work that out with the insurance company.”
Why is this important?
You don’t want to get into a situation where the homeowner is trying to find a contractor willing to do the work for less than what’s on the scope.
If that customer at that point says, “I don’t want to do this, I want a bid,” you know that means one of two things: either you haven’t done a good job of educating them on this process, or you have a customer who is trying to make money on this and you probably don’t want them as a customer anyway. So, good thing you only spent a short amount of time with them and aren’t dealing with them later on after they try to get you to bid for the job after you’ve already spent a lot of time with the insurance company.
Line 4: The homeowners only pay their deductible.
“Unless you choose upgraded material or to add additional things to your project, you’re only responsible for your deductible. And Mr. and Mrs. Smith, a lot of people wonder, hey, can I get this without paying my deductible? And how does that work? And here’s the situation: virtually every state has a law that says I can’t discount that for you. It is insurance fraud if I discount a deductible for you. The insurance company requires that you pay your deductible. So, the good news is, your project is probably a 15 or 20 thousand-dollar project and you’re only responsible for your deductible. Which is great, right? So that’s how this process works, Mr. and Mrs. Smith.
Why is this important?
You’re an honest contractor and you don’t want to break the law.
Bonus Content: Call the insurance carrier
“Now, from here, the next step is to call your insurance company and set that meeting for an adjuster to come out by filing a claim. So, what I need from you is your signature here, and while you’re doing that, I’ll find the phone number for your insurance company and give them a call. The call only takes about 10 minutes. But they’re going to want to talk to you. So, once I find the number and dial it, I’ll pass the phone to you and you can explain what we’ve found today.”
And then you hand them the document that you’ve been going over with them and start getting ready to call the insurance company.