Sales Process Playbook: Roofing & Insulation

1. Purpose

This Standard Operating Procedure (SOP) Playbook outlines the complete sales process for roofing and insulation services, from lead generation to project handoff. It ensures consistency, professionalism, a precise process, and stable close rates across every sales rep and service.

2. Company Overview

• Primary market: residential homeowners and businesses operating in West Texas.
• Sales type: retail-focused.
• Core services: roofing & insulation.
• Secondary services: gutters, siding, soffit, fascia, painting, windows.

Roofing Packages (Best → Entry)

1. Pinnacle Elite
2. Peace of Mind
3. Signature
4. Essentials Basic

3. Lead Generation

3.1 Lead Sources

• Door knocking
• Networking
• Self-generated (Inner Circle)
• Web searches (Search Engine Optimization)
• Website inquiries
• Paid advertising
• Social media (organic + paid)

3.2 Lead Intake Procedure

• Capture full contact info: name, address, phone, email, preferred contact method.
• Identify lead source for tracking.
• Log into the Customer Relationship Management (CRM) system within 15 minutes of receiving the lead.
• Assign to a sales rep based on territory or rotation.
• The rep follows up every day for one week. If no contact is made, mark the lead lost.

4. Initial Contact

4.1 Response Time

• Inbound leads: respond within 30 minutes whenever possible.
• Door-knock leads: follow up the same day if the homeowner requests a later appointment.

4.2 Scripted Introduction (Phone or Door)

• Who you are.
• Why you're contacting them.
• Quick value statement.
• Ask for a roof inspection appointment.

5. Appointment Setting

5.1 Confirm the Appointment

Send a confirmation text/email that includes:

• Rep name
• Appointment time
• What to expect
• Request access to the attic (for insulation inspections)

5.2 Pre-Appointment Preparation

• Review CRM notes.
• Check satellite imagery.
• Measure the roof.
• Prepare package sheets and pricing.
• Bring ladder, PPE, tablet, and sample materials.

6. Inspection

6.A Digital Inspection

• Pull the property up on satellite imagery.
• Measure the roof.

6.B On-Site Inspection

6.B.1 Arrival

• Park on the street, not the driveway.
• Wear branded apparel.
• Knock, smile, introduce yourself, hand a business card.
• Set expectations: “This will take about 20–30 minutes.”
• Ask detective questions to understand the current state of the roof and the homeowner.

6.B.2 Roof Inspection Checklist

• Shingles
• Flashings
• Ventilation
• Decking
• Gutters
• Penetrations
• Photos of all findings

6.B.3 Insulation Inspection Checklist

• Attic access
• Measure current R-value
• Identify air leaks
• Check ventilation
• Take photos

6.B.4 Homeowner Debrief

• Show photos.
• Explain issues in simple terms.
• Provide 2–3 solution options.
• Transition to package presentation.

7. Package Presentation

7.1 Present Packages in Order (Best → Entry)

Pinnacle Elite

• Highest durability
• Best warranty
• Premium ventilation
• Best curb appeal

Peace of Mind

• Strong performance
• Enhanced materials
• Balanced value

Signature

• Standard quality
• Reliable materials
• Good for budget-conscious homeowners

Essentials Basic

• Entry-level
• Meets code
• No frills

7.2 Pricing Presentation

• Present pricing after explaining value.
• Use good/better/best comparison.
• Offer financing options.

7.3 Closing Script

8. Overcoming Objections & Identifying Pain Points

Common Objections & Responses

“I need to think about it.”

“It's too expensive.”

“I want other quotes.”

9. Closing the Sale

9.1 Steps to Close

1. Confirm package selection.
2. Review scope of work.
3. Review payment terms.
4. Select options and sign.
5. Collect deposit if required (50% down on retail; full first check amount on insurance).
6. Schedule the next meeting/phone call and the installation window.

9.2 CRM Update

• Mark as Approved.
• Notify the production team of approval.
• Notify the General Manager if a deposit was collected (with amount).
• Turn in funds to the Office Manager promptly.

10. Post-Sale Handoff

10.1 Production Handoff

• Provide photos.
• Provide material list.
• Confirm color selection.
• Confirm attic access for insulation jobs.

10.2 Customer Communication

Send a “Thank You + Next Steps” message that includes:

• Installation timeline
• What to expect
• Contact info for the production manager

11. Installation Day

Sales Rep Responsibilities

• Arrive before the job starts.
• Greet the homeowner; confirm property access (gates, driveways, vehicles, landscaping, pets).
• Install the yard sign (if not already done).
• Set up the ‘Catch-All System’.
• Confirm materials delivered.
• Take before/after photos.
• Check in with the crew constantly and grab any extra materials/tools needed.
• Perform a completion inspection.

12. Post-Installation

12.1 Final Walkthrough

• Review completed work with the homeowner.
• Take/show after photos.
• Inside gas appliances and Carbon Dioxide (CO₂) detector.
• Perform a magnetic nail sweep of the property.
• Confirm homeowner satisfaction.

12.2 Request Review

• Encourage the customer to leave a 5-star Google review.

13. Follow-Up

• Collect final payment.
• Request a 5-star Google review (if not already done).
• Request a referral list.
• Check in 30 days after completion.
• Create an annual touchpoint.

14. Key Performance Indicators (KPIs) & Metrics

15. Compliance & Texas-Specific Notes

Related Documents

• SOP Playbook: New-Hire Training — required training before working a deal solo.
• Sales Process — Stages Flow — one-page visual map.
• Targeting Retail Roof Replacements — door-knock prospecting workflow.
• Insulation Sales Training: Winter Focus — insulation-specific sales material.
• Software Tools for Residential Roofing — tools used in the sales process.
• Insurance Process (Storm Damage) — storm-driven workflow.
• Install Day Playbook — install-day execution detail.

Revision History