Crush the Competition: 3 Ways to Win Against Another Great Roofer

Here are three ways to win against another roofer who also did an incredible job presenting to your homeowners. Why am I making this video? Because of a recent comment. In fact, it was this very comment. And this comment was on a video that I just did on why homeowners don't see the value. And I taught you how to create a knowledge gap and outsell competitors. Now this gentleman said, hey, Adam, I started using the knowledge gap. It really works. But how do I win against other companies who did a great job? And it's no secret that a lot of folks are tuning in right here to this channel, which means that the information that you have is the same information that your competitor might have. But at the end of the day, it's he who execute best that wins. And I want to share with you these three really powerful techniques that you can start using in the home that will help you perform at an even higher level than your competitors. And I really hope that by using these techniques, you're going to continually raise the bar because let's face it, like that's what's happening. The bar is raising. We. We need to raise it. We just need to keep staying one step ahead and this is really going to help. So thanks for being here. My name is Adam Bensman and I'm on a mission to help great roofing companies make an even bigger impact together. And let's get started, shall we? Roofing sales is personal development in disguise and the reward for growth is life changing. I hope my content helps you create a richer life and bank account. All right, there are three things that we can do to outsell other folks who are also doing a great job. Before I share it, I have to explain the background. First, let's talk about where we are as a society in how buying decisions are made. Now, I've been working on this concept that I call the feeling economy. And the feeling economy is how consumers buying decisions are driven and it's based on how we make them feel, meaning the emotional experience and how we compare to others. So what I want you to start thinking about is rating your experience. Everything that you do with that homeowner. The appointment reminders, if it is a set, lead your communication to the homeowner. If you're a sales rep, communicating personally with the homeowner, sending them a selfie saying, hey, my name's John or my name's Adam, I'm on the way, I'll see you in five minutes. Using really cool programs like Loom L o o M to send a Personalized video. Hey, this is Adam. I just want to let you know I'll be at your house for five minutes early because if you're not early, you're late. I can't wait to meet with you. If you haven't yet done it yet, read this consumer guide, blah, blah, blah. Again, these touches, everything that happens before the appointment or if it's a self generated lead throughout the appointment, impacts how people feel. So if I said to you, for example, you can fly any airline you want, do you want to fly Delta, United, Southwest or American? Go now your knee jerk is going to tell me which airline you prefer. And that reason that you generally have an airline preference is because one of those airlines has treated you well and another one didn't. So one of them made you feel good. And you've compared it to other airlines. Like, for example, you couldn't pay me to fly Spirit or Frontier. Like that would have to be the absolute last option ever. Or I'm not getting there because I absolutely hate how those airlines make you feel. Meanwhile, I personally fly United. Why? I live in Colorado, Denver's a hub and I have the most direct flights. But I also know Delta. A lot of people have great experience with Delta. But for me, like Southwest, I used to fly and they became a total pain in the butt. They didn't make me feel very good. So again, feelings in comparison. And to go a little bit deeper, when you're choosing an airline, a cell phone carrier, or even a restaurant to eat at, we are subconsciously making these decisions based on how people made me feel and how they compare to others. And if you don't believe me, then I want to bring you through this scenario. Do you ever go out to eat with your loved one or friend or partner, like the same place on Friday nights, for example, and generally you eat the same thing, don't you? Like, you don't even need a menu. You go to that place for that dish that you love to eat. But every once in a while they might have a special or you're feeling like a little bold and brave, so you switch it up and you say, all right, I'm going to try this other thing instead. And you try that other thing. And as you're taking your first bites, you're like you're eating it. And then your partner, your friend turns to you and says, hey, you know, how's your meal? But boom, just like that. You don't objectively say it's good or not good. You compare it. You compare it naturally without even Thinking to the thing that you always get, you know, it's not quite as good as what I always get or it's better than what I normally get. So this comparison is a subconscious thing. I call it the, the comparison creature within us. And we all have that comparison creature. So tip number one is to win in the feeling economy. To win in the feeling economy, which is a combination of creating a stronger emotional experience, how you make people feel and doing things that will out compete or win against others. And this has really not much to do with like the technology and things, but it's how people feel in comparison. So really in this feeling economy is how can you create just such a rich, incredible human to human connection, which, believe it or not, is what people crave more and more now than ever before. Even with, you know, we say we're connected online, but we're not. It leads to and argue me if you want depression and isolation. Even though we have this like, idea that we're connected, but we're very lonely in our digital landscape. So to have like human to human connection in someone's house is really powerful. So be a great human, express genuine curiosity of the people you serve and have a servant's heart. Because I know that like the right people that are watching this channel and, and who are joining me in the trenches in the Roofing and Solar Reform alliance are people that care and are on a mission to collect thank you notes. And if you think of it that way, like, I want to collect a thank you note from this homeowner, not a check. I don't want to close the deal. I want a thank you note. And a thank you note is when a homeowner pays you at the end, writes you a check and says, thank you so much for helping me through that process. That to me is the definition of winning. So tip number one is to create a very strong emotional experience and a deep human to human connection. Now number two on the list is to offer the homeowner something that the competitor didn't. Now this has to do with packaging. And believe it or not, in roofing, we are selling inexperience. Now, surveys show that most homeowners within 60 to 90 days of getting their roof done have no idea what brand of shingles on the roof. Whether it's conscious or otherwise, homeowners are truly buying inexperience. So they don't really know what's on the roof. They're going to look at it once or twice, say that looks great, and then they're over it. But what they're concerned about is how you're going to protect their home, how it's going to be least intrusive. And is grandma's beautiful bird bath and back going to be safe? Is the dog or the kids going to get nails in their, in their paws or playing in the playground? Are they going to get a flat tire and are you going to damage the hot tub cover? Like that's what they care about is the day of intrusion. And I know people challenge me, like, man, it's a roof. They're competing on price. No, they're not. You can get married at a courthouse for $50 or, or you can throw a massive wedding like most people do and you're going to spend 50,000. What's the difference in experience? And the roof is very similar. So when we talk about offering someone something that the other people didn't, this can come in many forms. Here's a few for you to think about. Number one is the customer service experience. Number two is the home prep. Okay, like protecting their house and how you do that. Number three is turning the most intrusive part of process, which is the day of installation, into relaxing and beautiful. In fact, there was a member of our community of RSRA who would send flowers and then at one point he was sending pizza. But in today's time with everyone having like food things and gluten free and this and that, and he did stop doing it. But again, sending a gift to the house on the day of installation, like puts a smile on people's faces. So that's one thing to do, but the other thing to do is to offer things in the financing side that other people aren't. Now what do I mean by that? If you are both offering financing or how are you positioning your financing offer more than theirs or better than theirs? I'll give you one example in particular. If you're only offering one financing plan, that's a ten year loan for example, or seven year. And I know people break these into months, but it's just not how my brain works. And you say, hey, you can take advantage of our Same as cash, 0% financing over 12 months. Plan and use your tax refund to pay for this. You're helping offer something that, that the other person didn't. Likewise, somehow in today's time, there are some companies that are not offering financing. So if you're competing against another person that did a great job and they're at 20,000 and you're at 24,000, but they want cash and they don't offer financing, and you can get this done for $312 a month. You know, do you want to write a $20,000 check or $321 a month or whatever the number is for your financing option that you're presenting to the homeowner? So again, offering them some sort of package that someone else isn't. So that's tip number two again, in reminder, it can be financing options, packages, how it's presented, selling the experience, and doing things that other people aren't. All right, number three, this is where we start seeing salespeople become more sophisticated. And what I say is, know what business you're in. I want you to think of it this way. You're no longer in the roofing business. You're in the finance business. And what you need to start doing is identifying problems that a homeowner might be having and converting those problems into opportunities that a roof can solve. Now, I know you might be thinking like, dude, this is crazy. This is wacko. This makes no sense. But let's get into it. You can even ask your homeowner, say, hey, Mr. Homeowner, I know this might sound like, really unrelated, and I don't want to pry into your personal matters, but there's ways that we're able to help homeowners that most roofing companies don't even think about or don't offer their homeowner. So just let me know if any of this rings true, okay? By the way, you'll notice that I'm phrasing this as in I have, so it feels less accusatory. I, I have credit card debt. I don't want to deplete my hard earned savings to pay for this roof. I spend over $100 a month on my electric bill. So those are just a few examples. And if the homeowner, for example, says, you know what, I do have credit card debt. If you're dealing with an insurance claim, you can advise them on how they can take that lump sum from the insurance company settlement upfront, let's call it $15,000. Wash out that credit card debt of $15,000, which they're paying 24 to 30% interest on, hundreds of dollars every month and make that disappear. So if you can take a $500 a month credit card bill of debt and wash that out and finance the roof, even if it's at $400, you are now saving them $100 a month. Now, most people don't talk about this, so they're just saying, hey, well, we Offer financing in the homeowner sitting there saying, I'm drowning in debt, all I need is another bill. And what you've done is turned this misfortune of, oh, shoot, I got to buy a roof into an opportunity to like, think about this money from an advisory standpoint in a different way to wash out that debt, boost their credit, free themselves from the burden of that expense, and then provide a solution that literally just instead of adding $400 a month, you save them 150. Okay. And the same goes like, people don't want to deplete their hard earned savings. That took months or likely years, many years, sometimes even decades to like stroke this big check to buy a roof. You can say, hey, oh, that was one of the questions I failed to mention before is I'm expecting a tax refund. And if they're expecting the tax refund, you can just defer all the payments and say, hey, you know what, no big deal if you're getting that tax refund. What if we got your roof done and it cost you absolutely nothing? Zero down. And when you get the tax refund, as long as you pay this off the next 12 months, it's 0% financing and you are good to go. And many of our homeowners love to take us up on that because they don't have to pay for it now. And as money starts rolling in, they can get this taken care of so they don't have to deplete their hard earned savings. So this is what I mean by showing the homeowner presenting an opportunity that other people didn't, turning this unfortunate circumstance into a positive circumstance. And this is what excellent and sophisticated salespeople are able to do. So thank you for the comment, by the way, and please keep them coming because they inspire videos just like this one. So now you know three different ways for you to outsell a competitor who's also doing a great job. Share this video with your team. Thanks for joining me. And if you want more, go to adamsfreestuff.com right now. Jump into all my free goodies. There's no catch. And I'll see you on the other side.