Guest: Dashaun Bryant, Roof Hustlers
Host: Jim Ahlin, Roofing Success Podcast
Listen to the Episode: https://roofingsuccesspodcast.com/roofing-sales-art-of-saying-no-dashaun-bryant-270
Links:
https://roofhustlers.com
🤖 Have a question? Ask this customized ChatGPT for the answer! Specifically designed for this episode, it’s here to help:
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Why Saying “No” Can Close More Deals: Dashaun Bryant’s Sales Wake-Up Call for Roofers
What if the most powerful word in sales isn’t “yes”—but “no”? In this episode of the Roofing Success Podcast, Dashaun Bryant, founder of Roof Hustlers and visionary behind the Best Hustler Academy, reveals the game-changing mindset and language that sets elite roofing sales professionals apart. With over a decade of experience training thousands of reps across the country, Dashaun teaches that the key to long-term success in roofing sales lies in mastering the “Art of the No.”
Why Sales Reps Lose Control — and How to Get It Back
Dashaun has spent years observing sales reps in the field. What he found was eye-opening: many reps lose control of the sales process not because of pricing objections or weak leads—but because they avoid the word “no.” Instead of vetting prospects upfront, reps often fall deep into the sales funnel only to face resistance around deductibles, contingencies, or paperwork. “If there’s something that’s going to kill the deal, let’s get it out of the way early,” says Dashaun. “No is the second-best answer you can get in sales.”
Introducing the Door-to-Door Proclamations
One of the tactical tools Dashaun teaches is the use of what he calls “door-to-door proclamations.” Rather than launching into a pitch, these proclamations establish the rules of engagement upfront. “We’re shifting from presentations to conversations,” he explains. “The goal is to see if they’ll allow you to serve them the way you know works best.” When homeowners resist signing paperwork or balk at paying deductibles, reps are trained to frame these requirements as non-negotiable company policy—not personal pleas. This sets expectations early and positions the rep as the professional.
“If you bring up the objection first, they have to overcome it—not you.”
Reverse the Roles of the Objection
Dashaun flips the traditional sales script. Instead of waiting for homeowners to bring up objections, he teaches reps to bring them up first. For example: “The average deductible is between $2,000 and $7,000—are you comfortable making that kind of commitment before we move forward?” If the answer is no, the rep exits with confidence, avoiding wasted time and frustration.
This “reverse objection” technique empowers reps to vet homeowners early, ensuring they only invest in prospects willing to follow their process. It creates clarity and efficiency—and it communicates authority.
Language Precision: From Slang to Strategic Speech
Dashaun’s early sales journey included heavy use of street slang, which he realized was limiting his effectiveness. Over time, he became obsessed with language precision. “Who taught you to say ‘Are you sure?’ Nobody. You just picked it up,” he explains. He now trains reps to eliminate filler words like “basically,” “essentially,” and “just,” and to replace them with clear, assertive language.
“People follow assertive people. It’s hard not to follow someone who’s certain.”
Even subtle shifts—like replacing “sorry I’m late” with “thank you for your patience”—can elevate how a rep is perceived. Dashaun emphasizes tone, posture, and word choice as core tools of influence, not just polish.
The Self-Awareness Path to Mastery
To sharpen their speech, Dashaun lays out a three-phase process:
- Learn your script – Master the basics so your brain isn’t working to remember what to say.
- Raise self-awareness – Notice your tone, facial expressions, and habits.
- Listen to yourself – Use voice recorders or AI tools to catch and correct language patterns.
He even suggests having accountability partners call out unwanted phrases in real time. “Your brain doesn’t recognize your habits—it only recognizes new patterns,” he explains. Repetition and accountability are what lead to transformation.
Love the Game, Not Just the Check
A key theme throughout the conversation is Dashaun’s belief that most reps don’t truly love the game—they love the money. And that’s why they plateau. Loving the game means being obsessed with every aspect of the craft—from tonality to timing to how you walk into a neighborhood. “I’m not selling roofs anymore,” he says. “I’m selling perspectives.”
“Money chases mastery. And mastery comes from loving the game.”
Pulling Sales Wisdom from Outside the Roofing Industry
Another secret to Dashaun’s evolution? He doesn’t limit his learning to roofing. He draws from performance coaches, mindset experts, relationship psychologists, and even books on arguing. His favorite recent takeaway: “I’d rather face rejection than live with regret.” That’s a sales principle hidden in a relationship book—and a great example of cross-industry innovation.
Training Isn’t a One-Time Event
Dashaun doesn’t mince words when it comes to owners: most don’t love the game enough to train their teams properly. Too often, they rely on reps with past experience but don’t vet how or what those reps were taught. “You need to run the Carfax,” he says. Even seasoned reps need ongoing refinement. True pros work when they’re not on the clock—reading, recording, refining. Owners who want loyalty and performance need to build training into their company culture.
Systems for Life and Sales
Dashaun’s obsession with optimization extends beyond sales. From using Factor Meals to improve his eating habits, to morning reading routines that fill his emotional tank, he’s built systems for every part of his life. “Being the best roofer isn’t how you help people level up. Being the best version of you is,” he says. That mindset—fueled by structure, self-discipline, and purpose—is what allows him to show up with full presence for his kids, his clients, and himself.
The Virtues of a Hustler
As a next evolution from his well-known “11 Door-to-Door Roof Commandments,” Dashaun is launching a new book called The Virtues of a Hustler. These aren’t just sales tactics—they’re moral compasses. From grace (give yourself time to grow), to honesty (stop lying to yourself about effort), to formlessness (adapt to any situation), each virtue is a building block for long-term success in roofing—and in life.
FAQs: Roofing Business Takeaways from This Episode
Topic: Sales
Q: How can roofing sales reps take control of the sales process from the start?
A: Start with clear “door-to-door proclamations” that set the rules of engagement. Let the homeowner know upfront how you operate, what the process includes, and what’s required for you to help them effectively. This signals professionalism and establishes authority.
Topic: Sales
Q: Why is hearing “no” early in the sales process a good thing?
A: “No” helps you avoid wasting time, money, and emotional energy on leads that aren’t a fit. The sooner you know a homeowner isn’t ready, the sooner you can move on to someone who is.
Topic: Sales
Q: What’s the benefit of bringing up objections before the homeowner does?
A: When you raise potential objections first, it forces the homeowner to respond. It flips the script—now they must overcome your concern rather than you overcoming theirs.
Topic: Education-Training
Q: How can reps improve their communication clarity?
A: Record your conversations and review them. Cut filler words like “basically” or “just,” and practice being assertive but compassionate. Replace apologies with gratitude and speak with consistent, confident tone.
Topic: Operations-Management
Q: What’s the danger of hiring experienced reps without proper vetting?
A: Experience doesn’t always mean excellence. Without understanding who trained them and how they sell, you risk bringing in bad habits. Always “run the Carfax” on their training history.
Topic: Education-Training
Q: How can I help my team eliminate weak language habits?
A: Build awareness through peer accountability, daily voice recording, and even AI tools that review transcripts. Create a culture where constant improvement is the norm.
Topic: Growth-Expansion
Q: Why should roofers learn from outside the roofing industry?
A: Fresh perspectives fuel innovation. Learning from other industries gives you tools and frameworks competitors don’t have—and helps you see problems differently.
Topic: Customer-Service
Q: How does being assertive improve homeowner relationships?
A: Assertiveness builds trust. When you lead with confidence and clarity, homeowners feel more comfortable letting you guide the process—resulting in smoother, more professional experiences.
Topic: Technology-Innovation
Q: What tools can help sales reps improve their communication?
A: Use simple tools like your phone’s voice recorder or AI platforms that analyze transcripts for weak language. The goal is to improve tone, phrasing, and structure.
Topic: Education-Training
Q: What’s a simple way to start mastering your script?
A: Memorize it first. Then focus on how you say it—your tone, body language, and pacing. Finally, refine your delivery by reviewing recordings and eliminating unhelpful phrases.
Topic: Operations-Management
Q: Why should owners invest more in training?
A: Reps who are trained consistently and strategically are more loyal, confident, and effective. A strong training culture leads to better performance and higher retention.
Topic: Personal Development
Q: How can I balance work growth with personal growth?
A: Build systems in your personal life—like structured meals, reading routines, and time for reflection. Taking care of yourself first makes you more effective in every area of business.
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