DRS University · Level 1

L1 — Canvasser

Lesson 1

Why You Knock

Doors are the fastest path from zero to a signed deal. Not the easiest — the fastest.

Canvassing is how a roofing salesman builds a book of business from nothing. It’s direct, not passive. You’re not waiting for a lead to land in your lap; you’re going and getting it. Perfect this and you’ll never be hungry.

The five skills you have to own

1. Identifying Reasons to KnockKnow why you’re at that door before your knuckles hit it.
2. The ApproachHow you carry yourself from the truck to the doorstep.
3. The PitchThe words, the tone, the gestures.
4. Handling ObjectionsTurning “not interested” into a roof inspection.
5. ClosingGetting up on the roof and getting the deal.

Build passive streams too — later

Doors come first, but a real career adds passive lead streams over time: mavens (people who feed you referrals), referrals, direct mail, networking events, trade and home shows, your personal network, social media, the website, and online ads. For direct mail and networking, aim at insurance agents, realtors and brokers, and high-end homeowners.

Why you care

This is a career, not a side hustle. We play the long game — we want that homeowner’s business whether they need us today or in five years. Bring value in abundance and the money follows.

Knowledge Check

Pick your answer — you’ll see instantly if you’re right, and why.

1. Why is canvassing the starting point for a new salesperson?

A It’s the easiest way to sell

B It’s the most direct and fastest way to get to a deal

C It’s the only way we allow

Right: it’s direct, not passive. Other streams are slower to build — doors get you to a deal now.

2. For direct mail and networking events, who should you target?

A Anyone with a mailbox

B Other roofing companies

C Insurance agents, realtors/brokers, and high-end homeowners

Right: those three groups touch the most roofs and refer the most business.

Lesson 2

Reasons to Knock

Never knock a door without knowing why you knocked. If you can’t answer that, you’re just bothering people.

You should be able to spot a reason from the street and explain it in plain English. Here’s what you’re looking for:

3-tab shingles — the flat rectangular pattern. Builder grade, usually rated ~60 mph wind, won’t take much more than pea-size hail.

Sagging boots (3-in-1) — the rubber gasket at a pipe sags and exposes an unpainted white stripe on the pipe. Sign of age and possible failure.

Deformities in gutters — dents from hail, or warping from wind.

Collateral damage — fences, window screens, AC fins, garage doors, cars, siding, lighting. Hail leaves “spatter” on painted/stained surfaces.

Nail pops — a lifted shingle. Usually a too-hot attic driving nails back out.

Turbines not spinning — the attic isn’t venting like it should.

Fuzzy/blurry look or shiny edges — excessive granule loss from age or an overheated attic.

The line that always works

For any collateral damage: “If hail is doing that to your metal, what do you think it’s doing to your shingles?”

Use hand gestures — vertical fence vs. near-horizontal roof: “If hail is doing this to your vertical fence, what do you think it’s doing to your near-horizontal shingles?”

And if you see nothing? Knock it anyway.

An inspection is a service. We caulk exposed nails, grease turbines, trim back limbs, and knock out minor repairs for free. Get on the roof, make sure there are no leaks, and get a phone number so that homeowner becomes a guaranteed callback.

Why you care

Value comes before money — not the other way around. We’re here to bring value, not to act like blood-sucking parasites. Bring it in abundance and you win the neighborhood.

Knowledge Check

Pick your answer — you’ll see instantly if you’re right, and why.

1. You spot dents in the gutters. What’s the line?

A “Your gutters are damaged, you need a new roof.”

B “If hail is doing that to your metal, what do you think it’s doing to your shingles?”

C “Have you filed a claim yet?”

Right: it moves them from the thing they can see to the thing they can’t — without you overclaiming.

2. A turbine isn’t spinning. What does that tell you?

A The roof is brand new

B Nothing worth mentioning

C The attic isn’t venting, so it’s overheating — which accelerates granule loss

Right: a hot attic cooks the shingles and knocks granules loose, making the roof far more susceptible to storm damage.

3. You walk a street and genuinely see no damage. What do you do?

A Knock anyway — the inspection itself is valuable

B Skip the street

C Make something up

Right: get up there, caulk nails, grease turbines, trim limbs, check for leaks — and earn a callback for life.

Lesson 3

The Approach

The neighborhood is watching you before you ever reach the door. How you drive in, how you walk, how you knock — all of it matters.

The twelve rules

1. Smile. Before, during, and when the door opens.

2. Chin up, shoulders back, chest out.

3. Walk with a purpose. Don’t slow-roll house to house — that reads as lazy. You are being watched at all times.

4. Knock — don’t ring. Friends knock, strangers ring. (Plus doorbells don’t always work.)

5. Stand back 15–20 feet, or as far back as you can.

6. Turn 45 degrees to the door. Never square up to it, never turn your back completely.

7. Don’t look at the door before it opens. Listen for it, then look.

8. Don’t rush the pitch. Calm and casual, no trace of eagerness.

9. Be smiling when they open.

10. Speak clearly and enunciate.

11. Make them cross the threshold to take your card. If they can shut the door on you, they will.

12. No T-rex arms. Fully extend your arms toward whatever you’re talking about — the neighborhood, the roof, the truck.

Why you care

Standing back and angling away makes you non-threatening — it lowers their guard before you say a word. Rushing the door does the opposite and kills the conversation before it starts.

Knowledge Check

Pick your answer — you’ll see instantly if you’re right, and why.

1. Knock or ring the doorbell?

A Ring — it’s louder

B Knock — friends knock, strangers ring

C Both, to be sure

Right: a friendly knock reads as familiar, not salesy — and doorbells don’t always work.

2. Where do you stand after knocking?

A Right at the door, squared up

B Off to the side, back turned

C 15–20 feet back, turned 45 degrees to the door

Right: distance plus the 45-degree angle makes you non-threatening. Never square off, never fully turn your back.

3. When you hand over your card, what should happen?

A They cross the threshold to take it

B You step inside to hand it over

C You leave it in the door

Right: if they can shut the door on you, they will. Getting them to step out keeps the conversation alive.

Lesson 4

The Pitch

Same words, different tone, completely different outcome.

Tone is the whole game

Drop your tone at the end of a phrase. A down-tone signals knowledge, sincerity, and authority. An up-tone (outside of an actual question) signals you don’t know what you’re talking about. Pause where marked — silence does work for you.

PRIMARY PITCH [smile]

“Hey how’s it going? I’m [First Name].” [hand card] “I’m with Davis Roofing Solutions.” [gesture to the logo on your chest] * pause *

“We’re doing some work in the neighborhood” [arm extended behind you] “and I saw some potential damage on your roof” [arm extended toward the roof] “from the street.” * pause *

“I’ve got an inspector out here with me today, so what he can do is hop up on your roof” [arm toward the roof] “take pictures of any damage that he finds” [make an imaginary phone with your hands] “come back down and show you exactly what’s going on.” [present the imaginary phone to them] * pause *

“You’ll be here for 10–15 minutes, right?” [head nod, hand out palm down]

“Great. Sit tight. I’ll have him come take a look and he’ll knock on your door when he’s done.”

Secondary pitch

If you’d rather open softer, swap the damage line for: “…and I was wondering if you’ve had your roof inspected yet.” When they say no: “Oh, okay then. Well, I’ve got an inspector out here with me today…” and continue the same way.

When you step up to salesperson

The pitch is identical except one phrase: “I’ve got an inspector out here with me today, so what he can do is hop up on your roof…” becomes “I’ve got my ladder in the truck… what I can do is hop up on your roof…”

Knowledge Check

Pick your answer — you’ll see instantly if you’re right, and why.

1. What does dropping your tone at the end of a phrase communicate?

A That you’re bored

B Knowledge, sincerity, and authority

C That you’re asking a question

Right: down-tone = authority. Up-tone outside a real question makes you sound unsure.

2. When you move from canvasser to salesperson, what changes in the pitch?

A “I’ve got an inspector with me” becomes “I’ve got my ladder in the truck”

B The whole pitch changes

C You stop using a pitch

Right: that one phrase is the only change — now you’re the one getting on the roof.

Lesson 5

Objections & the Turn-and-Burn

“Not interested” isn’t a no. It’s a reflex — usually before they’ve heard a single thing you said.

The turn-and-burn

When a homeowner cuts you off with “not interested,” you say:

“Gotcha — well come on out here, I’ll show you why I knocked on your door.”

Then IMMEDIATELY turn your back and walk into the yard. Do not wait for permission. Wait for them to join you before you continue.

When they get to you, get on their team — stand side by side, both looking at the house, not face to face. Then explain what you’re seeing in plain English.

Always close the same way

After you explain the damage, don’t wait for a response or approval. Be assumptive:

“…But I won’t know anything until I get up there. Just go ahead and sit tight 15 minutes. I’ll come get you when I’m done.”

Then turn and walk away to get your ladder.

Why you care

Turning your back does two things: it breaks the reflex (people follow motion), and it signals you’re not there to beg. Standing shoulder to shoulder turns a confrontation into a conversation.

Knowledge Check

Pick your answer — you’ll see instantly if you’re right, and why.

1. Homeowner says “not interested.” What’s the move?

A Apologize and leave

B Keep pitching harder at the door

C “Come on out here, I’ll show you why I knocked” — then turn and walk into the yard

Right: the turn-and-burn. People follow motion, and it shows you’re not begging.

2. Where do you position yourself once they come outside?

A Face to face so they can see you

B Side by side, both looking at the house

C Back at the door

Right: get on their team. Shoulder to shoulder turns a confrontation into a conversation.

3. After you explain the damage, what do you do?

A Be assumptive: “sit tight 15 minutes, I’ll come get you” — then go get the ladder

B Ask if they’d like an inspection

C Wait for them to decide

Right: don’t wait for approval. Assume the inspection and move — hesitation invites a “no.”

Certification Exam

L1 Canvasser Exam

8 questions · 80% to pass. Pick the best answer for each, then submit.