6 Ways to Grab The "Pile of Cash" Hiding Inside Your Roofing Sales Pipeline of Prospects & Customers

Right now you have a pile of cash that's hiding inside your prospect and customer database or pipeline. And I don't care if you're a brand new rep, don't care if you're a seasoned pro, and especially if you're an owner with a team in years in business, because this database is really big. So in this video I'm going to be teaching you six different ways that you can apply right now to tap into this pile of cash that's hiding inside this book of business so you can make even more sales. This video was inspired by two people. Number one was Jeff. Jeff replied to my Instagram story, Let me get this turned here. He replied to my Instagram story that I filmed when it was really junky outside, it was cold and rainy, snowy south was freezing over. And I was trying to inspire people to say, hey, just because this is downtime doesn't mean selling has to freeze. Freezing temps doesn't mean sales freeze. So Jeff says, heck yeah bro. Went through old leads stuck at home this weekend and signed another one yesterday. Love your info, Jeff. Congrats on applying this stuff. He's gonna this is tip one I'll be sliding into in a minute. And then also a customer of mine named Josh, Josh reached out to me, goes Adam, I've got this database. We've been in business for years. How do I turn this into more revenue for long term gain? Because this is all a balance about now money and later money. We often get too short sighted thinking now, now, now when we have this long term potential. Because as they say, you dig the the well for the water before you are thirsty. That's the big idea, right? You plant the seed and then years later it provides fruit and sustenance. So we need to balance these activities. So this is about split. There's three of them that are going to lead to now money and there's a few others that are going to later money. So before we jump in, a quick introduction is in order. Welcome. My name is Adam Bensman, the Roost strategist and everything I do here in the videos in the podcast in my products and services designed to help you develop simple personal sales strategies to smash your income goal. And the best way to do that is to find easy sales which we'll get started with right now. So if you are new here, click the subscribe button and the bell so you don't miss a thing. Because everything I teach is actionable. That means you can start using it on the very next appointment. The next customer, the next Sale to bring it in so you can smash your income goal and owners for your entire team as well. Let's jump in. So the six tips of balancing now money and later money. First, I want to share a story of how this created. I want to bring you back with me to the first or second year that I was a sales manager. And this was before CRM, we were running pen and paper, right? So we'd get a lead that would come into the office. And I want you to picture this. Here's our funnel, right? So we've got our lead at the top. This is an inbound lead. And I'm just going to write inbound. Oops, let's back up. So those inbound leads would come into the office. It'd be a phone call, it'd be a referral, it'd be someone saw a yard sign or got our mailer. There's all the different sources online, direct mail, telemarketing, canvassers, whatever it was. Okay, so we have our lead. Then we would call to set the appointment, which by the way, worst system in the world. If you have inbound leads, convert them to appointments on the spot. More on that later. So then the lead would come in, I'd write it on a piece of paper and I'd hand it to the rep and it'd be like, all right, now you gotta go call this lead and get the appointment set. So we'd call and then we'd have to convert that into an appointment, right? Then from there it was yes or no, we closed or didn't close them, okay? Close or didn't. So if you look at this, this is a funnel that gets narrower as you go. It's a law of attrition. Top line leads, how many you make contact with, how many turn to appointment. Do you close or do you not close? So here I am, I'm sitting there in the office and I say, I want to audit all of our sales because I want to know, are we getting good leads off telemarketing? Which ones are we closing so we can alloc our budget to the ripest opportunity to generate leads. And I'm thinking to myself, we must be closing these things left and right. So I sit down with my pile of paper, these leads, we have the proper lead form. And I'm going through them and I'm referencing all the customer files that are in alphabetical order the old school way, right? And I'm looking there, I'm like, oh, my gosh, I ran the math. This is off memory by the way, I didn't have a database. So far as my memory goes, guess what? We closed of all of these leads that turned into this. How many total leads after all these pieces turn into a deal? It was roughly 30% from my memory. Okay. Which means 70% was sales opportunities. That's huge. It's huge. So I'm sitting there, I say, holy crap, I thought we were closing all these deals. You know what the first thing I did was, leads me to tip number one. By the way, the reason I share this, I want to take this one step further. Of these 70%, this again could be issue with calling. It was a broken system. You don't have someone call you and then you call them back. You set the appointment. That was a big lesson out of this. By the way, on top of reigniting these leads, which is the tip I'm going to lead into here in a minute. But I want you to think new. Salesperson reached out. He says, Adam, I ran 20 deals, I didn't close any. So if your commission, let's just see how this looks for a second. Your average commission, okay, is $1,000. And you've been doing this even for a few months or a few years, whatever that number is in the last, let's just say six months, count how many deals haven't closed. So I'm going to use 30 as a rough number because I have new sales guys that'll say, hey, I've been in for a few weeks, I ran 20 appointments. They're self generated leads. It doesn't matter if you got in that home and talked to someone and didn't get it. That's an opportunity. Didn't close. This times 30, that's $30,000 of opportunity. When I said a pile of cash, this is hiding inside there. If you're an owner and you're doing high volume, this number grows exponentially by a lot. Alright? You can go back six months with all 10 sales reps. This number is a pile of cash. And we begin to see it when we use a CRM. And we can do deal value or estimated deal value based on your average sale. So we know this is huge. Which leads me again, this is your pile of cash that's hiding. Tap into it. What do we do? First thing is this. We reignite all past leads. Okay, Now I'm going to put all in caps because I mean, all right, all leads. It doesn't matter if you didn't close it. It doesn't matter if they said no to you. I don't care if it was two weeks ago. I don't care if it was two years ago. All of those leads are opportunities. You've already made contact. You are already familiar to them. It might have been the right, the wrong timing. Guess what? Your skills might have developed. What if the one thing you didn't say then you have now because we're always with that one strategy away, you might be at a different place. So all those leads, and that is exactly what Jeff did. Jeff reignited all leads. He's sitting on his. I'm drawing a conclusion here that he's sitting on his couch. My guest, he's working from home, sitting on his couch, calling. When I'm working from home, I'm sitting on my couch. Can you imagine being in Jeff shoes sitting there? Hey, it's snowing. No one else is doing anything. I'm going to call up some old leads. And he signed a deal over the phone. It's amazing. Alright, you can do the same thing. So tip number one is to reignite all leads. This is now money. Alright? This will put cash in your pocket. Starting now. If there's anything you take from this video, do this, but don't leave yet because I got five more for you. So let's go into number two, Referrals. Alright? Now this is. Here's the deal. So many people say, adam, I know I'm supposed to ask for referrals, we all do. But I want to ask you this. I'm going to challenge you right now. How many referrals did you ask for this week? Do you like the answer? Chances are you don't. Because I ask this question at almost every single sales meeting I've run for companies across the US and you know what happens? People look around, I say, hey, I want you to raise your hand, tell me how many you asked for. And then I simplified it with the number of fingers on your hand. Show me how many you asked for. Holding your fingers with how many referrals you asked for this week. I get this all the time. That means none or one or two. That's it. It is the easiest way to generate business. But we don't do it because we're sheepish. So what do we do? We do a courtesy call. Don't be afraid of these. If there's an issue, you'll squash it. Believe me, it's better to do now than later. Hey, I just wanted to call and check in with you. Peggy, we did the roof however long ago. I wanted to see. Is everything going well? Any questions? For me. Great. Hey, you know, I forgot to ask you, how was your experience with us? Oh, you know, it was great, Adam. I loved your communication. Roof's great crew. Did a great job. Awesome, Peggy. Well, I'm so glad to hear that. Hey, you know, did I tell you about our referral program? And then which by the way, if you want to learn about my referral program, two options. Give you the free one first, right here. Watch this playlist on referral Madness. You'll learn the strategy behind it, the incentives I use and why it works so well. And then if you want to take the next step, if you have my marketing battle pack or the complet sales strategy, I include the printout cheat sheet to leave with the customer with a call script, emails to use, the whole works. Okay, so here's the scoop. This is what we do. We use an open ended question. Okay? So we say, who do you know that I might be able to help? Not do you know anyone? Right? That's yes or no. Who do you know? And then I list them. Any friends, family members, neighbors or co workers. Go through it slow. Any friends, any neighbors, family members or co workers. I'm giving them the category to think about, right? Name a car. Right now you're like, oh, car. And then you have to stutter. But if I said what's your favorite truck? Boom. You're going to give me at the very least a make. Right? Really quickly because I channel, I give you the lane to think through. I call it the creativity fast lane. So you list them out. Who do you know? And then list any friends, family members, neighbors or co workers that I might be able to help the same way I helped you. And then again, you can use this. Watch that playlist I linked. I will put another one right here. There's a playlist to the referral Madness teaching you the incentive structure and how it works. And then again, battle pack and complete sales strategy includes call scripts to print out to leave with the customer. And then every single email that goes to that customer includes that referral request. And I'll touch on that here in a little bit as well. So number two is referrals. Again, this is now money. It doesn't matter. Go back. Start with the most recent customer or work your way back. Work the phones. Okay, so that's now money. You can also do these over text. Number three, this is later Money reviews owners. This is a great time to incentivize your team because even if you're dominating neighborhoods and you just do mostly door Knocking people will Google you to verify you and reviews is what they want to see. So similar as before, courtesy check, ask how the experience was. If they say it went great, say, hey, you know what, would you be comfortable sharing your star rating with others online? We're really trying to improve our presence online and we know that the voices of our customer are the most valuable thing. And if you say we did great, I'd love to. Would you mind taking a moment to share your experience? Just click the star, type a few sentences. So again and then you want to send a direct link. So what I mean is don't just say, okay, write us a review on Google. You need to text and email them, which by the way, I do. Include these in the battle pack and complete sales strategy. Some copy paste messages for email, text and phone call to get those reviews and owners. You can incentivize like a dollar amount or a fun game to win those reviews. Get some competition going, especially in the off season. So at any rate, send a direct link. So if I want it on Google, just pull up where like as the box pops up for the star copy, paste that whole link and send it to them. Same with Facebook, wherever it is. Okay, so another great way this will build the business over time. Let's go to number four. Number four. Josh asked me this one. My client newsletter. Newsletters can be done in two forms. They can be email, which is the cheapest and easiest way, and they can be done in the mail. But how do we do this? There's a few key points for you to remember when you're tapping into this database. You need to be seasonal. Needs to be along with the times. Right? Seasons change. I know down south, if you're working a Florida market, there might be different, less extreme seasons. You still have rainy times. Okay. So seasonal needs to be relevant to what they're going through right now. Okay. Relevant to the current times. Okay. Needs to be valuable, something they can do. Why do they want to do this? You have to respect people's time. I respect your time by providing actionable, concise, videos that you can use right away. If I just sat up here and told Fluff and said, you know, if I did a 16 minute video on the 16 reasons you should choose me as your next whatever it is, you'd be bored to tears. I make it about you. I value your time. You need to value your customers time. So provide valuable information. I'll give you an example. Northern markets in the fall. Talk about gutter cleaning. Keeping the gutters clear and flowing. So to prohibit ice dams or hey, take actions for ice dams or here's the symptoms. If ice dams are happening, you need X, Y and Z. If your down south how to prepare for hurricane season or the rainy season or telltale signs that your roof is reaching its age. What does it mean? If granules are coming at your downspouts, provide valuable information and then of course you have your referral request and your cta, which stands for Call to Action. Why it is it's not just like remember me, right? You don't want to do that. Remember me. Everything should tell them exactly what to do. Hey, we have this great referral program as our customer, you win X, Y and Z for sharing the good word. Who do you know? Just reply here with a name. We'll take it from there. Call to Action if you need help with your roof, call us here for this email. You know, whatever it is. Your Call to Action Call today for your free inspection. Call today for a free estimate. We're offering ex financing now we're doing windows, whatever the case may be. So your call to action so this newsletter can go through these methods out to here Again, this is later money. When to do it Quarterly at the minimum. Quarterly or monthly? That's my best advice. Quarterly or monthly? Don't go any more than that. Becomes a little too excessive for this kind of material. Okay. All right. So brings us to number five is one of my favorites insurance agents. Now a couple notes. 1. In my complete sales strategy I teach you as one of the what I've identified as 25 sales opportunities from every customer. One of those is to introduce yourself to all current to all of your existing customers. So if I serve a customer, I introduce myself to the agent. Okay, so I'm just going to write the agent of all customers Introduce to all customers agents. Then you have all passed. This is a great way. Same thing with those referral in reviews. You're reaching out to past customers so you can say hey to all those past customers. You know I meant to ask you this before. I apologize. I didn't. I'd love to help you make sure that your insurance policy details in file are up to date. I was just going to introduce myself to the agent, see if he or she needed any photos or videos or documentation of anything to make sure it's up to date. Now. Same retail storm. Doesn't matter. This is a great opportunity to connect. Say hey, we serve this mutual client. I just want to make sure you have everything. We upgraded their shingles. They're not on three tab anymore. It's dimensional. Just want to make sure the records are all great. And by the way, if you have any other folks that may need help, we can help. Here's how. So in the battle pack, use it if you have it. There's introductions for cold outreach and there's letters for all of your current customers, emails, all that stuff. I also did an interview recently with Matthew Danskin from the Referral Restoration System. The guy, he's done an incredible job. He does it better than anyone I've seen. That is his sole focus is like, okay, so you got the intro or even helping with getting those intros and then how do you turn that into these deeper referral relationships? So to me, I want to arm everyone with low tech, simple, actionable ways. Introduce yourself, start those relationships, harness the power of your likability and your grit to do it. And for anyone who wants to take the next level with leveraging his tools and technology, check that out. Different, but complimentary and a phenomenal tool. So introduce yourself to those insurance agents and I'll link to a playlist on that right here for free. You guys can check that out. All right. By the way, one last thing. When we do this, we need to lead with value. And the whole goal is to make the agent look like a hero. All right? The agent is going through a hard time when they go through a claim. They don't want to lose a customer. Retail, by the way, still applies. Homeowners often turn to their agent for these referrals. So make the agent look like a hero. That's the big idea. I want to help you shine with your customer. I know how important and I'm sure they're important to you, as they are to me is taking care of customers. So I just wanted to provide some value and help you out through the process. Alright? Which leads us to number six. Our final is address monitoring. Now what do I mean by address monitoring? Address monitoring is available in virtually all the hail mapping processes. And by the way, if you're doing retail, you should still be doing this because when a hailstorm or windstorm or hurricane hits and you have address monitoring, any prospect or customer, it doesn't matter, prospect or customer, enter them in there, all right? And what will happen is you'll get an alert and says there's severe weather, you are the first on call. This is also later money. It doesn't matter if you had talked with them six months ago, a year ago, today, yesterday. It does not matter when you monitor that address. If you're on retail, you say, hey, we don't do storm. Guess what? Why wouldn't you want them to call you as opposed to the army of roofers that are going to be in the neighborhood? So, with these six items, which I'm just going to recap right now, we have reigniting your past leads, referrals, okay? Reviews, insurance agents newsletters, and address monitoring. Put these to work starting right now, and you will mine that pile of cash to start making money. And if you want even more, get a free copy of my pitch Like a Pro Roofing sales training video library right here. And then let's continue our journey together by watching this video. See you in the next one.