Pro Tools

What Are Focus Questions and How Can They Help Sell a Roof?


Start asking your customers “focus questions” and separate your practice from other contractors who don’t know how to “drive the bus”!

Focus questions originate from Bloom’s Taxonomy to guide education and are even used by medical professionals to determine the cause of their patients’ symptoms.

If doctors are employing these advanced techniques to improve lives, why shouldn’t we use them to improve the lives of our customers?

Focus questions identify the real needs your customers have, while addressing a specific issue at the same time. Good focus questions tend to be open ended, and encourage your customer to think about what they are experiencing, why they need your services and, most importantly, personalizes the conversation by requiring more than a simple “yes” or “no”.

Each question should serve two purposes: First, it should define what you want to know:

What are some of the issues you are having with your roof…


Second, it should be open-ended question to elicit a descriptive answer:

… and how is it impacting you and your family?

So, the next time you make a sales call, consider the following questions or others that are constructed in a similar way:

  • What do you know about the protective benefits that come with asphalt roofing shingles?
  • How would you rank the following in order of importance for your new roof: color, price-point and durability?
  • What are the most important qualities you expect from your new roof?
  • Has your roof been inspected for damage or potential problems in the last 10 years?

After considering some of these questions, try making a list of your own. By the time you get a few down on paper (or screen), you might even review all the questions you prepare for your prospective customers.

Focus questions inspire deeper conversation, rather than asking the same questions as every other contractor. You just might leave a lasting impression on someone who needs your services sooner than later.

What are some of your favorite questions to ask in a customer consultation?