Your Proposal Process Is Costing You Sales—Here's How to Fix It

Roofing contractors spend significant time and energy generating estimates. But when it comes time to deliver the proposal, too many fall short—and that's where sales are lost. Your close rate suffers if your proposal process is rushed, unclear, or overly generic. Worse, it could be eroding trust with potential customers.

Let's break down where the most common proposal problems occur—and how to fix them using proven strategies from our estimating and advanced estimating training programs at Cotney Consulting Group.

1. You're Not Selling the Solution—You're Just Quoting Numbers

Many roofing proposals look more like invoices than sales tools. Listing square footage, materials, and labor rates isn't enough. Clients want to know what problem you're solving.

Fix it:

• Frame the proposal around the customer's goals.
• Include photos, scope narratives, and a clear breakdown of what they gain.
• Explain how your team reduces risks, ensures quality, and stays on schedule.

2. Your Proposals Look Like Everyone Else's

It won't stand out if your proposal is a templated PDF with little personality. Prospects often compare 2–3 bids. If they all look the same, price becomes the only differentiator.

Fix it:

• Brand your proposals with consistent colors, messaging, and structure.
• Include a personalized cover letter.
• Add social proof—photos, testimonials, and certifications.

3. You're Not Communicating Value

Roofing is not a commodity. Yet, many contractors undersell their expertise, warranties, training, and safety protocols.

Fix it:

• Add a value statement section. Why should they trust you?
• Highlight insurance, licensing, warranties, safety track record, and manufacturer certifications.
• Make it easy for customers to understand what makes your bid more than just a number.

4. You're Submitting Without a Walkthrough

If you're just emailing your proposal and hoping for a response, you're leaving money on the table. The best closers walk through proposals with the client.

Fix it:

• Schedule a virtual or in-person presentation.
• Walk the customer through each section.
• Answer objections and clarify scope on the spot.

5. You're Not Tracking and Improving

Most contractors don't review why a proposal was won or lost. That's a mistake.

Fix it:

• Track close rates by estimator and proposal type.
• Debrief after every loss. Was it the price? Timing? Trust?
• Use those insights to refine your proposal process.

Train Your Team to Win More Work

At Cotney Consulting Group, our Estimating and Advanced Estimating Training programs teach contractors how to:

• Develop proposals that close
• Communicate value clearly
• Build consistency across sales teams
• Implement winning follow-up strategies

The best estimators don't just run numbers—they close work. That process starts with a great proposal.