“I need to think about it.” 😬
If you’re in roofing sales, you’ve probably heard that line more times than you can count. And while it might sound like a soft “no,” here’s the twist: it’s not all bad news.
According to research from Modjo, deals where this phrase comes up actually have a slightly higher win rate. That means the homeowner is considering your offer, they just need a little more clarity or confidence before signing. When it comes to overcoming sales objections for roofers, the challenge is time. These deals tend to take 173% longer to close, dragging out your sales cycle and cluttering your pipeline.
So, how do you keep momentum without pushing too hard?
We asked real contractors how they handle the classic “I need to think about it” objection. Their responses are smart, human, and tested in the field. Let’s break it down.
Why “I Need to Think About It” Isn’t a Dead End
When a homeowner says, “I need to think about it,” it’s not always a polite way of saying no. Often, it means they’re unsure about something, stalling, or just overwhelmed. This is your opportunity to lean in with curiosity, not pressure.
Here’s why it happens:
- It feels safer than saying “no” outright
- They genuinely need time to weigh the decision
- There’s uncertainty around price, trust, or timing
- They want to discuss it with someone else
Your job is to:
- Ask what exactly they’re thinking about
- Clarify any misunderstandings or missing info
- Offer to follow up with something helpful
- Stay supportive while gently guiding the conversation
How to Handle “I Need to Think About It” Without Being Pushy
When a homeowner says, “I need to think about it,” it’s rarely the real objection, but it’s also not a flat-out no. Often, it’s just a defense mechanism that buys time or avoids confrontation. Instead of pushing harder (which never works), the best roofers use empathy, curiosity, and subtle redirection to uncover the real concern.
1. Acknowledge and Normalize the Objection
Raymond Wendell Little says:
“It’s a big decision. Let me know if any concerns pop up. I’m here when you’re ready.”
Use when: The objection first comes up.
Why it works: This approach respects the homeowner’s hesitancy and keeps the door open without pressure. It positions you as helpful, not pushy.
Dale Childress Jr. adds:
“Adding time usually creates more doubt. What can I help clarify right now?”
Use when: You feel they’re stalling but may still be open.
Why it works: This re-frames the moment as one where more info is needed, not more time. It invites engagement without resistance.
Real trust often comes from how you follow up after these moments. For more tactics that keep you top of mind without being annoying, check out Roofing Sales Follow-Up Ideas That Actually Work.
2. Dig Deeper With Smart Questions
Josh Overmyer’s script:
“Can I ask—when someone says they need to think about it, it’s usually one of five things:
- Is this the right company for me?
- Does this actually solve my problem?
- Are the warranties solid?
- Do I trust the rep?
- Can I afford it?”
Use when: You sense they’re unsure but still present.
Why it works: You help them organize their thoughts and guide the conversation back to the real issue.
Josh Roberts adds:
“What’s holding you back from making the decision today?”
Use when: You’ve built enough rapport and need to surface the core hesitation.
Why it works: It’s a direct question that demands a real answer but still feels respectful.
Aaron T Bethke offers a softer variation:
“Out of curiosity, is it the investment, the timing, or the solution itself?”
Use when: The buyer seems overwhelmed.
Why it works: Giving them clear categories to choose from lowers the emotional burden of the conversation.
🚨 Reminder: Around 80% of roofing quotes don’t close on the first visit. Asking the right questions helps you beat those odds.
3. Reframe the Money Conversation
Klay Weingart’s disarming line:
“That’s a lot of money, right? What were you expecting it to cost?”
Use when: They flinch at the quote.
Why it works: It shifts from defense to dialogue, uncovering whether expectations were off from the start.
Josh Roberts (again):
“It’s usually about affordability. Let me show you what this looks like with payments…”
Use when: You’ve uncovered that money is the sticking point.
Why it works: Shows you’re flexible and solution-focused, not just trying to win a high-ticket sale.
Do you need help dialing in your price positioning? Our guide to Roofing Pricing Strategies shows how to balance perceived value and actual affordability.
4. Set the Stage for a Strong Follow-Up
Marquis D. Mitchel Sr. suggests:
“What are the key points you’re thinking about so I can prep for our next meeting?”
Use when: They ask for time, but don’t say no.
Why it works: This frames the next interaction as a continuation, not a cold restart.
Nick Lavelle goes for a time-motivated approach:
“If you’d made this decision when you first started thinking about it, would you be in a better spot now?”
Use when: You know they’ve delayed this project before.
Why it works: It gently reminds them that waiting hasn’t helped and now is better than later.
Want to boost your closing mindset? Roofing Sales Coach Chuck Thokey breaks down the mental tricks top closers use to shift the conversation with confidence and professionalism.
Relax. Objections Are Just the Start of the Sale.
If a homeowner says “I need to think about it,” don’t panic. It just means they’re still in the game. Most of the time, they need clarity, reassurance, or a little more time to feel confident.
The roofers who consistently close deals aren’t the ones who talk the most. They’re the ones who listen well, ask the right follow-up questions, and stay calm under pressure. With the scripts and mindset shifts in this post, you’ve got a solid starting point.
Want more practical, field-tested sales tips?
Check out our blog for advice that helps you close faster and more confidently.
