Today in 5 Minutes or less, you’ll learn:
✔ The Trust Gap → Why jumping straight to solutions kills customer confidence.
✔ Inside-Outside Model → How Monarch Roofing’s unique sales approach generates 3-4 inbound leads per rep daily.
✔ Communication Chain → The exact process to keep customers informed from first call to final signature.
✔ Value Definition → Why “cortisol moments” matter more than price or product features.
✔ Implementation Steps → 5 specific actions you can take tomorrow to transform your sales process.
Everyone talks about closing more deals. But Monarch Roofing gets 3-4 inbound leads per rep daily by letting their inside sales team do this one thing differently…
You’ve probably heard it a thousand times: “Value-based selling is the key to growth.” But what if we’re thinking about value all wrong?
I recently held a Masterclass with Mark Godaire from Monarch Roofing that changed my perspective completely. His team transformed from a $5 million company into a multi-state powerhouse. Not by pushing harder for sales, but by fundamentally rethinking how they interact with customers.
Here’s what caught my attention: A 76-year-old woman had three contractors visit her home. She knew she had hail damage. She just wanted a price.
Not one contractor gave her one. Instead, they all jumped straight to insurance paperwork.
That moment exposed everything wrong with how most contractors approach value.
Let’s dive in!
The Trust Gap
Trust isn’t built by telling customers to trust you.
Mark put it perfectly during our conversation: “I love organic trust. I love trust that is built on being real, not just ‘Hey Chuck, trust me, man. I’m the best contractor for you.'”
The problem runs deeper than we think:
- Salespeople jump to insurance paperwork before inspecting the roof
- They skip thorough inspections because “they’ve seen it all before”
- They fail to check adjacent rooms for additional leaks
Think about it: If your mom had a leak, would you only check that one spot? Or would you thoroughly inspect every possible area water could travel?
That’s the difference between selling and serving.
The Inside-Outside Revolution
Monarch’s growth isn’t just from having great salespeople. It’s having a system that puts customer experience first.
Their secret weapon? The inside-outside sales model where:
- Inside sales sets clear expectations and builds initial trust
- Outside sales delivers on those expectations
- The same inside person follows up throughout the process
No more:
- “I’ll have someone call you back”
- “Let me check with the office”
- “I’m just following up”
Yet the brilliance of this model isn’t in its structure—it’s in how it eliminates what Mark calls ‘cortisol moments’ that secretly sabotage sales.
The Value Equation
Value isn’t about having the best price or the best product. It’s about eliminating what Mark calls “cortisol moments” – those tiny instances of stress or uncertainty that make customers question their decision.
Here’s what those moments look like:
- Sitting in your truck for 2-3 minutes after arriving
- Making customers repeat information they already shared
- Failing to do what you said you would
- Having different people call for follow-ups
- Jumping to solutions before understanding problems
Each moment seems small. But they add up.
The Implementation Blueprint
Here are some “quick win” ideas to start delivering real value TODAY:
- Answer every call with: “Thanks for calling [Company Name]. How can I make you smile today?”
- Have your inside sales team say: “I’m not just a receptionist. I’ll be working with [Sales Rep Name] on your project from start to finish.”
- Document every customer conversation so your sales rep can reference specific details during the visit.
- Follow up with additional value (like photos of similar projects) instead of just “checking in.”
- Ensure your outside sales team delivers on every expectation set by inside sales.
Each of these steps might feel simple, but together they’re what transformed Monarch from a $5 million company into a multi-state powerhouse. Here’s how..
The Transformation
Remember the 76-year-old woman? Mark’s team closed that deal. Not because they were better at “selling.” But because they listened, gave her a price first, and then offered to help with insurance.
Even better – they checked her entire house for additional leaks, noting that leaks often travel into shadowy areas other contractors miss
They put service before sales.
The results? Monarch Roofing has grown from $5-6 million to a multi-state powerhouse that gets 3-4 inbound leads per rep per day.
But here’s what matters: Those leads aren’t just numbers. They’re neighbors telling neighbors about a company that actually cares.
Because at the end of the day, value isn’t what we say it is. It’s what our customers experience.
See you in the next masterclass!
-Chuck Thokey
Want the Full Masterclass?
If you found these insights valuable, you’re going to love the complete 60-minute session with Mark Godaire.
In the full recording, you’ll get:
- His exact “QPSS” framework for natural, non-pushy presentations
- The complete inside-outside sales model that generates 3-4 leads per rep daily
- Word-for-word scripts their inside sales team uses to build instant trust
- The specific process for eliminating “cortisol moments” in your sales approach
- The morning meeting format that keeps inside and outside sales in perfect sync
Plus, you’ll see real examples of how Monarch grew from $5 million to a multi-state powerhouse by putting service before sales.
P.S. Have questions about implementing Mark’s approach in your business? Reply to this email. I read and respond to every message personally.