Best Way to Sell Roofs? Good, Better, Best VS. One Roof System

What's the best way to sell roofs? Do you offer a good, better, best option of three, or do you lead with one in only one roof system to offer to your soon to be customers? Well, this is a highly debated topic and there's pros and cons to each. And in fact, you could make a strong argument for both positions. So the purpose of this video is to break down the psychological implications of how we sell using these systems, how it is received from the customer standpoint, and then pair that with some of your goals because you're. Your goals can actually be different depending on which system you decide to use. Now, as we break this down, my hope is that by watching this video, one of two outcomes is going to happen. One, you're going to look at this and be like, I'm using this one system and absolutely this is the right one for me. And we reaffirm that decision. Or option two is you go through this and you say, holy smokes, I need to completely overhaul what I'm doing. Because if we do, it's going to help us achieve our goals and make even more sales. Now, before I get started, I'd love to hear from you. Drop a comment below. Let me know which system are you using. Are you leading with just one offer? Let know me or good, better, best? Let's hear from you. All right, let's rock and roll. Adam Besman here, the roof strategist. And welcome. Or welcome back. Everything that I do here on my channel is designed to help you and your team smash your income goal and give every customer an amazing experience. So if you haven't yet done it and you like these videos and they've helped you make money and you want even more, jump into my free training center right now. There's no catch. There's a link in the description. I got exclusive content for you waiting inside now. Now let's break down this good, better, best model. Now, I want to. This is going to be a little bit longer of an explanation because I really want to dive into the psychology of these systems and why they're designed as they are to present to homeowners. People call it a good, better, best model, but the reality is if you're presenting it this way, you're failing. You need to present it best, better, good, because the best acts as a price anchor, because by nature we compare things. So, for example, this best option is going to be 25k. My better option is going to be 20k and my good option is going to be 18k. Now, if I offered 18,000 first. And the prospect says, man, that's expensive. Now 20 is more expensive. 25 is wildly expensive. Likewise, if I go to 25, man, that's expensive. 20. Holy smokes, that's way better. 18. Okay, I can do that. So again, we're always going to lead with what we call our price anchor. So everything is being compared against the first number and the largest number out of the gate. What we're able to do with a good, better, best system is people say people like options. And I've heard this a lot, and I still am not sure if I totally agree. You'll see more on that in a little bit, but people like options. I can go the best. Which, by the way, as we break this down, the best would be, let's say a Designer Shingle, Class 4 Shingle. If you're selling standing seam, stone coated steel, tile, things like that, that's going to be your best system. Your better system is going to be all of this minus some components. Maybe it's a high profile ridge, some. Some warranties. It might be synthetic underlayment, something like that. And then you're good. This is like a bare bones roof that you and I both know is going to do the trick. There's just no frills. All right, so this would be just your standard run of the mill roof. Your run of the mill roof with some upgrades and then your premium, premium option. So whether you're selling just asphalt shingles, you can still create a system using this. And if you got premium options, the best can be in your premium. Again, that could be metal, stone coated steel, things like this. So the philosophy is it if I lead with this package and then I drop to 20,000 to 18. Notice the difference. This difference right here is 5,000. That's a big jump. Okay, so people are going to say that's a $5,000 difference. I don't know if it's worth it. Meanwhile, if I can compare the better option to this, it's only two grand. Well, it's only two grand more. I might as well upgrade this. So the idea is through identifying, excuse me, through anchoring to this one point, I can either encourage people based on the prices of these packages to push them closer to the better or the best. Likewise, I could make this 22 in this one. 20. And if I did that, you will find. Call that 23. You will find that likely people will go with one or the other. Why? Because if I'm going to go better, I might as well jump to best. But If I don't have the budget, I'm going to go with good. So depending on how you play with the pricing will push people more towards the middle or more towards the good. At the same time, I could do 25, 23, and I can make this one 18. And this is, let's say my standard roof that I actually want to sell. People are going to go for this all day because it's compared to these two. So how we play with the pricing will push people towards the middle or the high end. And you can often use things like this could even be, for example a $50,000 best option. This is a metal roof, for example, and your better roof's 23 and this one's 18. And now you're going to start pushing people more towards the middle. I could even play with this and bring that down to 21,000. Now that's only $3,000 apart. And again, through this manipulation of my packages and pricing and how I present this will get people comparing. Say, hey, I actually am more inclined on going this route. So if your mission is to increase your cart value, for example, and you want to start selling upgrades and such, you can play with this better package and compare it to a good with a high price best. So this seems like the best value. So upon appearance, a package like this, if this is like your standard roof, plus you want to start selling some manufacturer warranties and maybe synthetic felt, high profile ridge, things like that, we can get folks to jump on board with this because the difference isn't that great. Make sense? Got it. Now, with a one system model, things change a little bit because what we end up doing is, oh, by the way, quick note, don't do price drops. My opinion, don't price drop. Because if you do price drop, what ends up happening is the homeowner says, oh man, you were making all this money off me. You just disappeared. You just made two grand disappear, five grand disappear. I've heard of people doing up to like a 25 to 30% price drop in the house for a same day decision, which to me is slimy, sleazy and a gimmick. And if you did that to me, I'd say you're just trying to take me. You offered me like what would have happened if I said yes, you just would have made an extra five grand off me. So it just plants the seed of doubt and distrust in my mind. And I know that they can be very effective, but it's not how I'm willing to do business. Okay, So I just Want to get that out of the way as people think about it. Because that way if they say, hey, I can't do 21, well, great, I've got an option for you. So as the price goes down, the scope of services, what you're going to include goes down. And that's what leads us into a good option now on a one roof system. Let's start, for example, that this was the main roof I wanted to sell. I'm at 21K. All right. This allows me that if the homeowner says yes, I don't have as many decisions. It's 21,000. And of course you've got your financing listed here. I just want to, I'm sharing this for concept. Okay. So your financing will be listed. Let's say this is $252 a month. So the option is here's the roof for us. If they say yes. Now, after they say yes, I can begin to offer additional services to encourage them to upgrade. For example, do you want to go with high Profile Ridge? Okay. Do you want the extended warranty or manufacturer's warranty? Do you want to go to a designer shingle? Do you want to go to a Class 4 shingle? Do you want to have synthetic underlayment? All of these options can either be a checkbox on your proposal, which by the way, shameless plug for Sumoquote. By the way, I'm not affiliated with them, but I love what they do in Sumoquote. For example, you can have these upgrade options there that they can say yes to this and say, okay, great, well, do you want these options? They check the box and automatically at the bottom the total will update as well as the financing. So if they grab this option, their financing, if it was $251 a month, it might actually only go up to like $262. So $10 a month more is nothing. And people will have a higher likelihood of grabbing those when they see that again on a monthly basis. There's really not a huge difference on those upgrades. Likewise, if a homeowner says no to this package and we want to decrease, we have a backup package in place that is essentially our good package, which is not just a price drop, but it's a scope reduction. So I lead with my better and then I'll drop to my good if I need to. But, but if they say yes to this, I'm going to offer them options very similar to how the car sales industry works. Now the reason they do this, and by the way, for Those that are freaking out on car sales stuff. I'm not a huge fan of that process in the industry, but it really, it works. In my last vehicle that I got myself, I literally told myself and I told the salesman, I'm not saying yes to anything. And then of course, they have to go through it. And I said yes to three other things and it's all based on first, when you're buying a car, you negotiate on the vehicle price, you get it to the price you're comfortable with the. Then you say yes, you get to financing, you've already had an agreement to purchase and now it's much easier to add more. No one needs to do this. And by all means, do not ever force someone or try to use a hard sell. You communicate the value of what these things are and why it's beneficial that way. You just get to the yes. And then it's always easier. They call it second money to ask for second money. They said yes, they're going to buy more from you. Which is the same reason that when you do a good job for a customer and, and you do roofing, let's say you also do gutters, you're going to get the call for the gutter job, you're going to get the call for the siding project, you're going to get the call for the roof in 20 years when they need one or the next hailstorm. This is a very, in my opinion, ethical and fair way to do it because you cannot sell out of your own pocket. Some people do want more. Now to break this down, which package should you choose? If you're in a market that is very price conscious, I'll give you an example. If you're in South Texas, that's an incredibly price conscious market and you lead with a good, better best, where your good is already over a lion's share of the cheap labor force that's there. The unregulated industry, the classic Chuck in a truck. I don't think the system is going to do you any good because your good offer is already much higher than everybody else, which is why I believe you sell the value and you lead with one system and then go to upgrades. Likewise, if you're in a heavy retail driven market, let's say you're in California, Washington, Oregon, you're in New York, you're in Connecticut, you're. You're in one of those markets. I was just again in Boston, another heavy retail market. When you're in these markets that are heavy retail, you can offer these packages because Consumers are more accustomed to seeing these options. But at the end of the day, what I found through experimentation with my own business, I actually prefer and I've played with both. And if you would have asked me a year ago, I would have said this. You asked me today. I'm a big fan of leading with one package because it gives everybody one thing to sell and it removes analysis paralysis. We create the need. We knock down the three dominoes, by the way, develop unshakable trust, create an insatiable need, and overcome the money issue. So now I can present this or my financing. And now I can offer people the additional add ons after they say yes. But your mileage may vary. So I want to hear from you. After hearing the video, are you going to switch systems or are you not? Do you like what you're doing? Do you want to change? Drop a comment and share it with me. I'd love to hear from you. That's all for this video. Thank you for joining me. But just because our time here is about to wrap up. Thanks for watching. Does not mean your in my time has to. So if you haven't done it, get into my free training center. There's no catch and I got a ton of exclusive content waiting for you inside. And if you want to hang with me here on YouTube, I've hand selected a video that I think you're really, really going to love. So jump into that one and I'll see you on the next one.