If you’ve spent any time in roofing sales, you’ve probably heard the name Dan Walrack.
The guy’s been closing deals and building trust with homeowners for over two decades — and he’s got the track record to back it up.
Known for his no-nonsense approach to sales and decades of real-world success, Dan’s insights have helped countless roofing professionals sharpen their pitch, overcome objections, and win more contracts.
No fluff, no gimmicks, just straight-up tactics that work.
In this article, we’re pulling out Dan’s top five sales strategies — all based on real-world experience from the field. These are the kind of moves that help you stand out, close more jobs, and build a reputation homeowners actually trust.
Whether you’re running a sales team or knocking doors yourself, these strategies will give you an edge.
Who Is Dan Walrack and Why You Should Listen to Him?
Dan Walrack is a veteran sales strategist with deep roots in the home services space, especially roofing. Over the years, he’s trained thousands of reps and built a reputation for turning average sales teams into high performers.
Through his speaking engagements, video content, and hands-on coaching, including his Go Beyond the Hustle training platform, Dan shares real-world tactics that actually work in the field. No fluff, no theory. Just strategies that help you connect with homeowners, overcome objections, and close more jobs.
If you’re serious about growing your roofing business, Dan’s approach is worth paying attention to. Let’s break down the five C’s, his five most effective sales strategies, each designed to help you sell with confidence and build trust, without ever feeling pushy.
Strategy 1: Create Opportunities
Dan Walrack’s first principle in roofing sales is simple but powerful; create your own opportunities. If you want consistent, scalable success, you can’t wait for leads to fall into your lap. Top roofing sales professionals go out and build their pipeline with intentionality.
Dan emphasizes that the best in the business are always connecting with the right people. That includes:
- Insurance agents
- Adjusters
- Traveling sales teams
- Booster clubs and local community groups
These aren’t just networking targets–they’re lead sources. By forming relationships in these circles, you’re planting seeds for high-quality referrals and warm introductions.
This kind of proactive selling is one of the most overlooked yet vital roofing sales strategies. Many reps get comfortable waiting for inbound leads, but Dan challenges you to flip the script. Be the one who knocks.
If you want to grow, you need to own your pipeline. The more you create opportunities, the less dependent you are on external marketing or slow seasons. And in a competitive market, that can be the difference between scraping by and scaling up.
Strategy 2: Control Your Schedule
If you’re serious about mastering roofing sales strategies, Dan Walrack makes one thing clear: you must control your schedule or it will control you.
“Throughout the entire process of that job, you have to control your schedule. Don’t let anybody else control it — adjusters, homeowners — you have to control it.”
Too many roofing pros live reactively, jumping from call to call and chasing leads without a plan. Dan argues that structure is power. Whether you’re using a paper planner, a calendar app, or Google Calendar, your day should be blocked out in advance, down to the minute.
The goal? Let homeowners work around your schedule, not the other way around.
This is easier said than done. Homeowners often call at their convenience, not yours. That’s why Dan recommends hiring a scheduling assistant. Whether it’s someone full-time or a virtual assistant, having someone manage your time helps you stay focused on closing deals, not booking them.
Controlling your schedule doesn’t just make you look more professional; it gives you the mental space and momentum to sell with confidence. It’s not just time management. It’s a strategy that separates average reps from top closers.
Want to streamline your leads and follow-ups? A tool like JobNimbus or Roofr can help you stay organized and on schedule.
Strategy 3: Be Competitive
Sales is a game, and in roofing, it’s one worth playing to win.
Dan Walrack’s third principle is to be competitive — not just with other companies, but with yourself. He encourages reps to stay sharp by setting clear, short-term goals that drive daily momentum:
- Set daily, weekly, and monthly goals that keep you focused and accountable. Skip the vague annual resolutions.
- Track progress like a scoreboard — how many calls, inspections, or signed jobs are you hitting?
- Reward success, reassess failure — hit your targets, celebrate. Miss them, regroup and adjust.
This self-competition builds discipline and consistency — two traits every top closer shares.
Strategy 4: Consistency Is Key
According to Dan Walrack, one of the most powerful roofing sales strategies is also the simplest: be consistent. While flashy one-off wins are great, what really builds a successful roofing business is showing up and executing the fundamentals day after day.
“There’s going to be days you knock on 300 doors and get nothing. Then there are days you knock on 25 and sign five. That’s sales. Stay consistent.”
Dan uses the example of a 100-job checklist. Imagine creating a custom checklist with your name on it and committing to completing it fully for every job. If you stick with it, and each job nets $25,000, you’re potentially looking at $2.5 million in revenue. After subtracting expenses, you could clear $250,000 in profit.
That kind of return is only possible with consistent effort. Making calls, following up, showing up to appointments, tracking your leads, closing jobs–none of it happens overnight. It’s about creating habits and sticking to them even when things get tough.
Consistency builds trust, improves your close rate, and helps you scale. If you want lasting results, don’t chase shortcuts. Get consistent and stay there.
Strategy 5: Challenge Yourself
Dan Walrack ends his list of vital roofing sales strategies with a push: challenge yourself. If you want to thrive in roofing sales, you need to go all in. That means treating your sales role like a full-time career, not a side hustle.
Dan recommends committing to a 60-hour workweek when you’re serious about growing. If that feels too heavy, start with 40 but stay focused. The point is to bring energy, discipline, and determination to your work. Roofing sales is not for the lazy or passive. It’s a competitive, high-reward field that demands your best.
Avoid unrealistic goals, but don’t play it too safe either. Push yourself to get out of your comfort zone. Knock on one more door. Make one more call. Follow up with that lead who ghosted you last week.
Challenging yourself means believing that every step forward compounds over time. If you do the work, the results will come. And they won’t be small.
Making Dan Walrack’s Roofing Sales Strategies Work for You
Dan Walrack’s Five C’s aren’t just ideas; they’re a blueprint for real growth in your roofing business. These strategies have helped roofing professionals across the country create opportunities, stay disciplined, and consistently close more deals.
To recap, here are the five C’s to master:
🔍 Create opportunities – Don’t wait for leads, go build them yourself through proactive outreach, networking, and community involvement. Align with insurance agents, adjusters, and local groups to generate steady, qualified prospects year-round.
📅 Control your schedule – Own your time so you can stay focused, close more deals, and avoid burnout. Use tools like Google Calendar or a scheduling assistant to create structure and avoid being reactive.
🥇 Be competitive – Compete with others and with yourself by setting short-term goals and tracking performance. Use competition as a motivator to improve daily habits, push your limits, and sharpen your sales edge.
🔁 Stay consistent – Show up and execute every single day, even when it’s hard or slow. The reps you put in today build the momentum and credibility that leads to long-term sales success.
🚀 Challenge yourself – Push past average and aim for elite performance. Embrace discomfort, set stretch goals, and treat every week like a new opportunity to raise your standards and outperform last month’s version of you.
If you apply even one of these consistently, you’ll start to notice results. Apply all five, and you’re putting yourself on track to lead one of the top-performing roofing companies in your market.
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