How to Hit $10M in Roofing Without Storm Damage

Everyone said you need insurance claims to scale roofing. Corey hit $10M in 24 months doing pure retail sales. Here’s his exact process…

I recently held a TOP REP masterclass with one of the most interesting contractors I’ve met in my 20 years of sales coaching: Corey Combes broke the “rules” of scaling a roofing company.

No storm chasing. No insurance claims. No pitching premium shingles. Just a laser focus on retail sales with higher margins than most insurance restoration companies.

I’ve coached hundreds of contractors who tried going pure retail and struggled to scale past $2-3M.

But Corey’s system completely flips the traditional roofing sales model on its head. He showed me exactly how he built a sustainable 8-figure company while his competitors fight over storm damage claims.

Let’s dive into exactly how he does it!

Stop Selling Shingles

The biggest mistake I see roofing companies make is focusing their entire sales presentation on product features and benefits. During our masterclass, Corey hit this point hard: “If you focus on product as your differentiator, you’ve lost.”

He proved this during COVID when his usual shingle suppliers ran dry. His team switched to a brand they’d never sold before and still maintained their close rates because their process wasn’t built around product specifications.

Instead of talking about shingles, his team focuses on three key areas:

1. Building rapport outside the house first (he found homeowners are less guarded outdoors)
2. Asking 7 specific questions that address hidden objections before they surface (Watch the Masterclass to learn them all)
3. Creating small agreements throughout the conversation so the final close feels natural

This approach has helped him consistently win deals against major national brands, even when they’re charging $1,500 per square.

I’ve seen this work countless times with our TOP REP clients – when you stop selling features and start selling value, price becomes less important.

Lead Generation That Actually Works

What really caught my attention was Corey’s approach to lead generation. His team generates 70% of their leads without traditional advertising or door knocking. Here’s what’s brilliant: new sales reps aren’t taught to run leads first. Instead, they learn how to build referral networks. His company pays 2% higher commission on self-generated leads, which creates a powerful incentive.

The results speak for themselves:

• These leads close at significantly higher rates
• No time wasted on tire kickers or price shoppers
• Marketing costs decrease over time
• Profit margins stay healthy even in competitive markets

The contractors who struggle most are usually over-dependent on paid leads. Corey’s system creates a sustainable pipeline that gets stronger over time.

The Three-Option Close

The presentation is where most contractors lose deals. Corey’s approach here is refreshingly different and aligns with what I’ve seen work best.

He always presents his highest price option first – a strategy I’ve long advocated. This isn’t about being expensive; it’s about giving customers clear choices and helping them make informed decisions.

When he gets the common “we need to think about it” objection, he uses this response that I absolutely love:

“I completely understand. I’ve been doing this a long time, and when someone tells me they need to think about it, I didn’t do a good job. Either I didn’t give you the information you needed, or you’re uncomfortable with my proposal or me. Which one is it?”

This approach forces the real objection to surface immediately. It’s direct but respectful, and most importantly, it works.

Competing Against Big Brands

This part of our conversation really resonated with me because I’ve seen both sides. Having led sales teams at major companies like Abel, I know firsthand the limitations big brands face. Corey uses this constraint to his advantage: “Being smaller actually gives us an advantage. We’re more nimble, can make faster decisions, and provide more personal service.” He shares this analogy with customers that I think is brilliant: “Have you ever been to a restaurant that used to be amazing, then a chain bought it and opened locations everywhere? The quality declined because they’re serving so many more people. That’s what happens with large roofing companies.”

Scale Without Compromising Quality

Here’s what impressed me most about Corey’s growth strategy: he didn’t rush to hire salespeople. This is a mistake I see too many contractors make. Instead, he first focused on removing non-revenue activities from his plate so he could sell more. Only when he was overwhelmed with leads did he bring on his first sales rep.

His process is methodical:

1. Perfect your sales system through personal experience
2. Remove administrative tasks that don’t generate revenue
3. Focus purely on selling and customer experience
4. Train others only when you’re overwhelmed with leads
5. Reinvest in the customer experience to generate referrals

The results speak for themselves: within two years, his company hit 8 figures with higher margins than most insurance-focused competitors.

Remember: You don’t need storm damage or insurance claims to build a thriving roofing company. Focus on perfecting your sales process, building referral networks, and delivering exceptional service.

Want the Full Masterclass?

If you found these insights valuable, you’re going to love the complete 60-minute session with Corey.

In the full recording, you’ll get:

• The exact 7 questions his team asks to uncover hidden objections
• Word-for-word scripts for handling the “we need to think about it” response
• His complete presentation framework that wins against bigger brands
• The specific commission structure that transformed their lead generation
• His step-by-step process for training new sales reps

Plus, you’ll see actual examples of how he positions his three-option close. See you in the next masterclass!

– Chuck Thokey

P.S. Have questions about implementing Corey’s approach in your business? Reply to this email. I read and respond to every message.

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