Stop Pitching. Start Asking. Start Closing.
The 28-question framework that turns awkward kitchen table appointments into signed contracts without pressure, discounts, or that weird thing you do with your hands when you get nervous.
Get The Book — $287No upsells. No webinar funnel. No "but wait there's more." Just the book that changes everything.
Let's Be Honest About What's Happening in That Living Room
You show up. You shake hands. You do the roof inspection. You sit down at the kitchen table, open your binder, and launch into a pitch that sounds exactly like the last three contractors who sat in that same chair.
The homeowner smiles politely. Nods at the right times. Says "we'll think about it" as they walk you to the door. And you drive away wondering what went wrong while they immediately text the next guy on the list.
Here's what went wrong: you talked. The whole time. You talked about your company. You talked about your warranty. You talked about your shingles. You talked about your financing. You talked and talked and talked and the homeowner checked out somewhere around minute seven.
You didn't lose on price. You lost on connection. And connection is built through questions, not pitches.
28 Questions. One Framework. Zero Begging.
The OEQ Framework is a 28-type questioning system built specifically for in-home roofing sales. It's not a script. Scripts are for telemarketers and bad dinner theater. This is a framework, a menu of calibrated, open-ended questions that let you control the conversation through curiosity instead of desperation.
When you ASK a homeowner a question, their brain shifts from "evaluate this salesperson" to "think about my own situation." That shift is the difference between a 15% close rate and a 45% close rate. That's not motivational math. That's neuroscience. And it's all in the book.
Each of the 28 question types comes with the full psychology behind it, the exact questions to ask, when to deploy them, how to practice them, and space for your own notes because this isn't a coffee table book. It's a training manual disguised as a weapon.
152 Pages of "Why Didn't Someone Tell Me This Sooner?"
41 Chapters
Covering every phase of the in-home appointment from the driveway to the signed contract.
28 OEQ Question Types
Each with deep psychology, sample questions, implementation guides, practice exercises, and JB's Pro Tips from a fourth-generation roofer.
FORM Intelligence Framework
The system that turns family photos, fishing trophies, and dog bowls into closing language. Yes, the dog bowl matters. Chapter 3 explains why.
Wall Talk: Petting the Goldfish
The single weirdest chapter title in any roofing book ever written. Also the single most useful skill you'll learn this year.
3 Complete Appointment Walkthroughs
Real scenarios covering the forever-home couple, the skeptical price shopper, and the emotional homeowner.
90-Day Mastery Plan
Reading the book isn't enough. Practice it until it's in your bones with the exact weekly plan to get there.
Objection Handling
Built entirely on OEQ for "your price is too high," "I need to think about it," and the classic "I need to talk to my spouse."
OEQ Scorecard
Track your deployment across all 28 types and watch your close rate climb.
This Book Is For You If...
You're a roofing sales rep who is tired of hearing "we'll think about it" and driving home wondering which question you forgot to ask. Spoiler: it was all of them.
You're a sales manager who is tired of hiring reps, handing them a price sheet, and hoping for the best. Hope is not a sales strategy. This book is.
You're a roofing contractor who built a great company but your reps keep closing at 18% and you know it should be 40%. It should be. And it will be.
You're anyone in residential home services who sits across a kitchen table from a homeowner and needs them to say yes without feeling like a used car salesman.
Let's Talk About the $287
You're thinking about it. That's fine. Let's do the math together.
Your average roofing job is somewhere between $12,000 and $25,000. If this book helps you close ONE additional deal this month that you would have otherwise lost to "we'll think about it" you just made somewhere between 41x and 86x your investment. On one deal. In one month.
Now multiply that by twelve months. Now multiply that by every rep on your team.
The book costs $287. A lost deal costs you $12,000 to $25,000 in revenue and $3,000 to $7,000 in gross profit. One lost deal per month is $36,000 to $84,000 per year walking out your door because your rep didn't know which question to ask at minute fourteen.
This is not an expense. This is the cheapest insurance policy your sales department will ever buy.
Your accountant will thank you. Your reps will thank you. The homeowner who finally felt heard will definitely thank you.
The "Sheep Don't Eat Complicated Grass" Guarantee
If you read this book, implement the system, practice the questions, and your close rate doesn't improve, we'll give you a free one-on-one coaching call with Jon Broce himself to figure out what's stuck and get you unstuck. Because the system works when you work the system. And we're not in the business of selling shelf decorations.
You've Got a Problem on Your Roof — And You've Got a Guide Who Can Walk You Out of It.
Which path do you want to take?