The Sales Theater Playbook
The complete in-home sales system for roofing contractors who are tired of winging it, losing to Chuck-in-a-Truck, and hoping the homeowner doesn't say "we'll think about it."
4 Acts. 7 Reasons. 28 Questions. 1 Standing Ovation.
$1,997
GET THE PLAYBOOK →
Let's be honest.
Right now, your "sales process" is one guy who 'might' close at 32% and four guys who close under 18%, and you have no idea what the first guy is doing differently.
He doesn't either.
He built a system in his head by accident, and the rest of your team is out there doing some version of "hey, I'm here about your roof" followed by a 12-minute Feature And Benefit dump that makes the homeowner's eyes glaze over faster than a Krispy Kreme conveyor belt.
Then they hand over a price. The homeowner says "we'll think about it." Your rep drives away. Sends a follow-up text three days later that gets left on read. And you just spent $500+ on an appointment that turned into a free roof education for someone who's about to hire their neighbor's cousin because, and I quote, "he does roofs on the side."
Sound familiar?
The Sales Theater Playbook fixes all of that.
Not with motivation. Not with a pep talk. Not with a "believe in yourself" poster on the break room wall.
With a system.
So what is this thing?
The Sales Theater Playbook is a 117-page, fully scripted, field-tested operating system for in-home roofing sales. It merges five proprietary systems into one playbook:
The Sales Theater Framework
Your entire appointment choreographed like a Broadway show. Four Acts. Two Intermissions. Every scene has a goal, a script, and a psychological objective. Total performance time: 75 to 115 minutes. Standing ovation optional but likely.
The 7 Reasons of Why
The seven questions every homeowner is silently asking before they'll say yes. You're probably only answering two of them. That's why you keep hearing "let me get a few more bids."
The OEQ Framework
28 types of Open-Ended Questions that control the conversation without pressure. Built on Chris Voss's calibrated questioning from Never Split the Difference, except you're negotiating over shingles, not hostages. (Although some kitchen tables feel about the same.)
The DOME Effect
Door Outreach Multiplies Everything. A 5-step neighborhood system that turns every single job into 3 to 5 more. Because your best leads aren't on the internet. They're across the street watching your crew.
The Profit Multiplier™ Formula
The complete neighborhood domination engine: DOME scripts plus Facebook Billboard ads plus automated direct mail plus a Brand Ambassador program. One synchronized machine.
Every word track is scripted. Every objection is handled. Every close is mapped.
This isn't a book you read on a plane and forget by baggage claim. This is the book you hand to your sales team on Monday morning and say: "Learn this. Practice this. Run this."
Who is this for?
Roofing contractors and owners who know their team should be closing higher but can't figure out why the reps keep leaving money on the table. (Hint: it's not talent. It's system.)
Sales managers who are tired of saying "just be yourself out there" because they don't have an actual framework to coach. Now you do. It comes with a 7-Week Rollout Plan, a coaching cadence, and an AEP Scorecard.
New reps who want more confidence on day one than most reps develop in their first year. This playbook gives you the exact words to say, when to say them, and more importantly, when to shut up and count to five.
Veteran reps who've been doing some version of this system accidentally for years. This playbook makes it intentional. Pay attention to the parts that feel too simple. Those are the ones you stopped doing.
Manufacturer territory managers who coach contractor networks and need a turnkey system to hand them instead of another PowerPoint with clip art from 2014.
The real problem with roofing sales
It's not your product. Your shingles are fine.
It's not your price. Two-thirds of homeowners will pay more for value if you present it right. The data says 67%. With a proper system, roughly 83% of the market is ready to choose value over price.
It's your presentation.
Right now, every roofing company in America sounds exactly the same: "We're family-owned. We care about quality. We use great products. Here's our price."
When everyone sounds identical, the sale becomes purely logical. And logic only cares about one thing: the lowest number.
You don't have a price problem. You have a presentation problem.
The Sales Theater Playbook is the solution.
Here's a taste of what's inside
(Just enough to make you want the rest.)
The Trust-Building Trinity
The three things that make a homeowner trust you before you ever mention a shingle. 96% of your competitors don't know what these are. That's not an exaggeration. That's an SBA statistic about how many roofing companies won't exist in five years.
The I-35 Method
Three photos. Five questions. One emotional turning point that changes the entire appointment. The homeowner tells YOU how to close them, in their own words. All you have to do is listen.
The $1.50 Secret Weapon
The highest-ROI tool in your entire sales operation costs less than a gas station coffee. It arrives at the exact moment the homeowner is forgetting everything you told them. And it brings deals back from the dead.
The Smartphone Analogy
The single reframe that moves more homeowners from the basic package to the premium package than any other technique in the playbook. It works because it's something they literally did last Tuesday.
The Ford Truck Analogy
Why mixing manufacturer products is like putting a Chevy motor and a Nissan transmission in a Ford F-150. This one closes the OEM conversation in 30 seconds.
28 Question Types
Not 28 questions. 28 types. From Game-Changing Questions at the front door to the CAM5 Referral Engine after the contract is signed. This is the complete questioning menu for the full sales cycle.
The DOME Effect Scripts
Five steps. Five door scripts. Each one layered with Chris Voss techniques, FORM intelligence, and Wall Talk scanning. By the fifth touch, you're not a stranger. You're the contractor who keeps showing up.
The Seal the Deal Script
The exact 4-step sequence for when the homeowner says "your price is too high." Find their number. Tie back to value. Bridge with time. Offer the promo. Done.
The Unofficial Roofer's Dictionary
25 definitions that will make your entire sales team laugh out loud. Including: Google Review Hostage (n.): A customer who discovered that threatening a one-star review is the most powerful negotiation tool in the residential construction industry.
By the numbers
4
Acts in every appointment: Discovery, Pain, Solution, Close
7
Reasons every homeowner needs answered before they buy
28
Open-Ended Question types covering the full sales cycle
5
DOME Effect steps that turn one job into three to five
39
Original proprietary frameworks documented and scripted
10
Commandments of Sales Theater
7
Weeks to full team implementation
117
Pages of pure, executable, field-tested system
$1.50
The cost of the secret weapon that brings back dead deals
1
Standing Ovation
Who wrote this?
Jonathon Broce. Fourth-generation roofer. His great-grandfather laid gold leaf on the Capitol dome in Charleston, West Virginia. His grandfather roofed the houses around it. His father built a roofing company in the same county. Jon grew up on the back of that truck before he was old enough to drive it. He is old enough to remember when 3-Tabs were premium shingle systems.......
He helped scale MHI Roofing from $3 million to $17 million. Sold it to Vertex Service Partners. Served as Florida Region COO. Then built Day 41 Thrive to teach other contractors the systems that got him there.
He's also a father of five, a grandfather of five, and the owner of four golden doodles named Tank (rest his soul), Trixie, Teddy, and Tucker because apparently five kids and five grandkids weren't enough chaos.
His philosophy fits on a bumper sticker: Be True. Be Kind. Be Helpful.
His sales philosophy fits on an even smaller one: Sheep don't eat complicated grass.
If you can't explain it simply, you don't understand it well enough to sell it.
This playbook is simple on purpose. Because simple is what works at the kitchen table.
"But it's $1,997..."
Yeah. It is.
Here's some math:
If this playbook helps your team close one additional deal that they would have otherwise lost to "we'll think about it," what's that worth? $15,000? $20,000? $25,000?
If the DOME Effect generates one extra neighbor sale per job, and it's designed to generate three to five, what's that worth over 12 months?
If your average ticket goes up by even $1,500 because your reps start anchoring to Best instead of defaulting to Good, multiply that by every appointment for the rest of the year.
A $200/month investment in Facebook ads you're already running wrong costs you $2,400/year with nothing to show for it. This playbook costs $1,997 once and pays for itself on the first deal.
You know what costs more than $1,997?
Sending your reps out tomorrow with the same non-system they ran yesterday.
What you get
When you purchase The Sales Theater Playbook, you receive:
- • The complete 117-page playbook, every chapter, every script, every framework, every word track
- • The 7-Week Rollout Plan, step-by-step team implementation guide
- • The Coaching Cadence, weekly, monthly, and quarterly coaching structure
- • The Quick Reference Cheat Sheet, one-page field guide for every Act
- • The Objection Handling Guide, scripted responses to every common objection
- • The Unofficial Roofer's Dictionary, 25 definitions your team will quote for years
- • The Sources and Citations appendix, 26 third-party references, 39 documented frameworks, full copyright and IP documentation
One more thing.
There are exactly two kinds of roofing companies:
The ones with a system. And the ones wondering why the ones with a system keep winning.
96% of roofing companies will be gone in five years. The 4% that survive? They have a process. A framework. A playbook.
This is that playbook.
4 Acts. 7 Reasons. 28 Questions. 1 Standing Ovation.
$1,997
GET THE PLAYBOOK →