Sales is the lifeblood of any business, and roofing is no exception. According to IKO’s John DeRosa, roofing contractors often make a critical mistake in in-home selling: they spend far too much time talking about the brands they use and not enough time focusing why they should be the contractor of choice for the project. “This approach makes it very difficult for the contractor to differentiate and in the end places much more pressure on the contractor’s price,” said DeRosa.

DeRosa will address this common pitfall and explain how to overcome it in a free webinar hosted by Roofing Contractor on Oct. 23 at 2 p.m. Eastern. His presentation titled “Stop Selling Products, Start Selling You!”is designed to show roofing professionals how to use the sales process to differentiate, build trust and increase the homeowner’s perception of value.

To register, just click here.

If you can’t attend the live event, register anyway — it will be available for viewing on demand at