Getting Past "Give me an estimate" or "I need 3 estimates" | Beating This Roofing Sales Objection

I want three estimates. I know, I know, I know. This drives me nuts. We see it all the time. And this video is for all my guys and gals dealing with insurance claims. Storm, hail, wind, hurricane, you name it. Any insurance claim. We get this a lot. Three estimates. Retail guys, listen, you got to do estimates. This video is not covering that. I just want to get that out of the way right now. Now, when we hear this, what's really going on? I want three estimates. The homeowners are thinking this, hey, I could save money on my, on my claim or I don't want to pay my deductible. Or I could make money on my claim, right? They pay 20,000. I can have a $2,000 deductible. If I get it done for 17, I could pocket a thousand bucks, get a free roof, right? This is what customers are thinking or the insurance company. This is what they're doing. They're saying, hey, we recommend getting three estimates and they're trying to stonewall the claim. They're trying to wait to get the claim filed before you file a claim. We recommend getting three estimates or hey, you should get three estimates before you choose a contractor. And this is why it's happening. So our job is to educate the homeowner that they don't need estimates because we know that in our heart of hearts and we must figure out how to communicate that so they end up going with us and we don't have to go through this whole estimate process. You're going to learn how by sticking around through the end of this video. So the three things that you're going to learn, number one, how to break the I need an estimate belief. Yes, it is a belief. Yes, it is a false belief. You know that. Now you just need to get the homeowner to guide themselves to that exact conclusion on their own, which I will show you how. Point number two, why to focus on assessment and not price more on that. This might be some overlap in other videos, but the reason for that overlap is all objections. And I teach this by the way, in my objection strategy. Boil down to three things. Trust, need, or money. They don't trust you yet, they don't think they need you or a new roof or it's a money issue. The deductible objection, estimate objection. These are what money objections. There will be overlap because they ultimately mean the same thing. Alright, now point number three, what to do if they already have an estimate. Oh boy, oh boy, do I love this one. This one's probably my favorite, so stick around. To the end. Because many of the times you're going to be facing this in the field where they already have that estimate in hand, and it's your job to poke those holes in it and put yourself up there as the easy answer to say yes to right then and there. Now, listen, if you're new here, welcome. My name is Adam Benzemas, Roof Strategist and I'm super pumped to have you here. Everything I do in these videos and my podcasts are designed for one simple reason, and that is to fulfill a mission of mine. A mission to help you and your team smash your income goals. And to do that, we need to be confident. We need to learn how to overcome obstacles and objections in the field. And the best way to do that is to invest in yourself to train up to have a competitive edge on doing that. So if you haven't done it yet, go right now to the roofstrategist.com for a free copy of my Pitch Like a Pro Roofing Sales Training Video Library. Now this little Picture says there's 120 plus videos. At this point there's about 240, which I know is a lot to sort through. So this document is Pitch Like a Pro Roofing Sales Training Video Library. Organizes all the videos by category and it's a fantastic tool for seasoned reps, brand new reps and owners with a team get this in their hands. You can click by category, pitching, overcoming objections, body language, industry news, you name it, it is there for easy reference for you. And again, it is free. So head on over to the roofstrategist.com right now for your free copy. Or click the link in the podcast and video description and you'll find that link there. Now let's get back to it. Our sole purpose of this video, sole purpose, key takeaway, pay attention. Is to have this mindset shift from homeowners saying I need three estimates to what? I just want to work with you, okay? And I'm going to help you get there. Starting right now. In this video, I'll be giving you these three different ways to approach and overcome this objection. Alright, think of it like this. Tools on the tool belt, tool 1, 2 and 3. Every customer is different. This customer has a job that might need all three tools. This customer's job, it might only need tool number three. This one might need one and three. So my point is this is a long winded version to give you a lot of resources to use to overcome this estimate objection. Which frankly isn't that difficult to overcome once you Learn and apply these three points that I'll be teaching you in this video. Point number one, Mr. Homeowner, I don't care about the price of your roof. I'm going to say it again. I do not care about the price of your roof. Now why do you think I say this to homeowners? Do this to get their attention? Because it's true. Okay? And I'm going to show you right now because what they're thinking, excuse me, is what the heck? What do you mean you don't care? Of course you care about the price. Everyone care about the price. But we don't. No one can. Not when you really think about it. So let's do this before I want to quiz you. Do we ever negotiate with an insurance company over price? I've asked this to hundreds of sales reps and I love seeing the response. The room is split. One party says absolutely not. The next says we never do. Well, what's the answer? We never do. We never go to an insurance company, say you owe me $3,000 more. No, we quantify it with an assessment. Line item, starter ridge cap, ice and water shield, whatever it is, we submit that to the insurance company. The dollar amount is a byproduct of what the assessment. So listen, we never negotiate with an insurance company over price. And it's very important to communicate that with homeowners because so many homeowners, they'll go around and I cringe when I hear Roo say I'll get you more for your claim. First of all, you won't because that doesn't get them anything that goes in your pocket. Number two, they think you're taking the insurance company. It's not about getting more, it's about doing the right thing. Alright, so. And we don't negotiate over price. I hear this. Oh, I got them $20,000 more. No you didn't. You got the roof done the right way of how it was owed, period. And we have to make it about the homeowner because that money goes in whose pocket? Yours. Their deductible doesn't change. More on that in a minute. Alright, so we never negotiate with an insurance company over price. We only care about the assess damage. Now what do I mean by that? The assessment is done on the same software that the insurance company uses, which is Xactimate or symbility. And by the way, anyone will communicate through Xactimate if you're using it. So I'm going to put my little clicker in my pocket to show you a couple things. Here, Mr. Homeowner, I want you to understand something. Even though this says an estimate, this will say like, hey yeah, building estimate summary, it's not truly an estimate. What you'll Find in here, Mr. Homeowner, is a series of line items that work like this. We're going to go through it. It's not really an estimate. It's based on the installation requirements and quantities. So it is an objective assessment, meaning installation requirements require that we pull off this building material, those shingles, the felt, the edge metal, the pipe jacks, the box vents, the ridge cap, everything comes off. Then we're going to install new and it's going to be X feet of edge metal, X feet of step flashing, this many pipe jacks. Everything is itemized by quantities. So you end up with this, a list of the installation requirements, the quantities and then the price. So what about the price? When I said I didn't care about the price? Well, here's why I can say that. The industry standard price list on Xactimate is updated by month, by zip code, by third party. And that is designed to reflect fluctuations in material and labor costs. So Mr. Homeowner, I don't even care if you blur out all the dollar amounts. All I'm concerned about is the assessment because the rest happens automatically, 100% beyond my or anyone else's control. That, my friend, is why I'm focused on the assessment and not the price. So I want to ask you, Mr. Horner, do you see why I'm 100% focused on assessing your roof and not the price? It is about what's up there, the installation requirements and the quantities and that is it. That is all I care about. The rest comes out based on third party control. I have no control over it. Alright? Now key takeaway is this. When a homeowner goes through this process, I'm doing two things. One, I'm deconstructing their emotional attachment to the dollar amount and breaking this like, oh, that's $22,000. To focusing on how we got to the $22,000 or whatever the number is on the assessment. Alright? And then number two is getting them to start realizing why it's important to go with you because you don't control the prices. This is a fixed pricing model where we're removing ourselves from the ability to control pricing because we're placing all of the responsibility on xactimate. Alright, that wraps UP Point number one, Mr. Homeowner, I do not care about the price. All we care about is the assessment of damage and Then we explain it just like I showed you. Got it. Let's go to point number two, Mr. Homeowner. Your deductible stays the same. It doesn't change even if you find a lower estimate. So, Mr. Homeowner, if you're thinking, hey, maybe I could pocket some cash, well, guess What? Your deductible, $3,000 for example, whether it's a $3,001 claim or a $300,000 claim, doesn't matter. You can also reference the language sent on many of the popular insurance companies. Here's a State Farm claim on the front. It says if you select a contractor whose estimate is lower or the same as ours, we will pay based off their estimate. Now, Mr. Homeowner, what does that mean? That means if Your deductible is 3,000 and I say I can do this roof for $3,000 or less, that doesn't mean you don't pay your deductible. It just means the insurance company will pay up to that amount you owe your deductible. Now, I know what you might be thinking. Well, they think that they won't have to pay their deductible. Click this video. I don't know what side it'll be on. On beating deductible eaters. This explains the insurance fraud aspect to homeowners. So they understand how contractors can claim to eat that deductible by falsifying the final invoice. And when we go through that process, which I can't get into in this video because it's gonna get way too long, you'll learn how to tackle that objection if that one comes up. So here's a link to that video. Alright, now what does this mean? Mr. Homeowner, your deductible is a contractual agreement between you and the insurance company. I have nothing to do with it. I cannot control that for you. Okay, now number three, that wraps up by the way, point number two, deductible, contractual amount between you and the insurance company. Show them the proof. If they pay less or if we charge less, they pay less. Your deductible doesn't change. The only person you're saving money is the insurance company. So if the insurance company is encouraging you to get three estimates, who is that really helping? And just ask it like that. Alright, ready for point number three. This is the third tool in your tool belt of overcoming the estimate. Objection. I need three estimates. Mr. Homeowner, I want you to be very careful. Not all estimates are apples to apples. And commonly this is a way that Contractors dupe or fool homeowners to earning their business. I want to show you what I mean by that because I don't want you to get duped or fooled. By the way, very powerful words, because no one wants to get duped and fooled. So I'm going to explain this to them and then I'm going to back it up with proof. Let's begin. Estimates can be deceiving. Okay? This is how homeowner, excuse me, contractors fool homeowners or dupe them into quote, unquote, winning their business. I want you to take a look, Mr. Homeowner. Have you gotten any estimates yet? By the way, if they're asking for estimates, chances are they already have. They've already seen some. We often run into this. So now that you're going to learn this, this is something you can apply starting right away. Okay? Estimate number one. Remove and replace roof, install shingles, remove debris, five year warranty, total 12,000 bucks. Have you guys seen estimates like this? These like four or five line items, okay? Versus an insurance scope. This one's from nationwide installation. Practice and quantity, all objective, alright? So if you see this, there might be thinking, well, how can this be 12,000 bucks and this one's 20,000, by the way. I don't know what the actual cost was on this one. This is just an example. Oh, $13,700 versus $12,000. Okay. How can this one be cheaper? Now, before we get into that, I want you to think about something. What are the most powerful questions you can ask a homeowner? What are they? They're the questions that they can't answer. Now why is that when we ask a question that they can't answer, this shines a mirror upon a blind spot or a false belief and they come to the conclusion on their own. It's very different If I said, Mr. Homeowner, your roof has damage versus sitting them down and saying, hey, Mr. Homeowner, before I show you the photos of your roof, I want to explain what damage is, why it's covered. So then I explain. Now let's take a look at your roof. Do you see here what we're looking for? Now they see the damage themselves. See how it's way more powerful for them to come to that conclusion on their own versus me saying, your roof is damaged. Because it's easy for someone to say that. This is the same way when I ask these questions that they can't answer, they come to the conclusion on their own versus me saying, why are you getting estimates? Man, this is silly. You're doing yourself a disservice. Alright, so here's those questions. By the way, when they come to this conclusion on their own, you're standing in the house, you've developed that likability and that trust. You will earn the business. So I'm going to show you those questions right now. And by the way, these questions that are behind me, if you've downloaded a free copy of my pitch, like a pro roofing sales training video library, if you've purchased any of my program products or services, or if you're signed up for the far snapshot, and this is the far snapshot, fast action results, this will be in your inbox. And if you're not getting them yet, click the link in the video or podcast description. Click on that far snapshot and I'll be sending these to you. That way you have these exact questions to use in the field. Everything behind me will be in your inbox. Alright, so questions like this. So again we're comparing that shady estimate versus the insurance scope. So Mr. Homeowners and remember the goal is to ask them the questions they can't answer the top two they might what grade of shingles they're using? I don't know, they just told me it was Owens Corning or Iko or GAF or Certainty, whatever it is. So they might be able to answer this. Believe it or not, I've seen estimates don't even specify what type of underlayment they'd be using. Believe it or not, some scopes don't even say this. Do they tell you if they'd be installing new drip edge and rake edge? And by the way, most homeowners don't know what drip and rake edge is. And they're like what? No. Because the estimates don't say edge metal usually do they say how the valleys would be installed? Most people don't. Did they say if they'd be reusing the step flashing or roof to wall flashing? Are they going to be replacing that with new. Hey, do they tell you what type of pipe boots they're using? Do they tell you what type of ridge cap they're using? That one I should have added on here. Well, you can add that now. So when you ask these questions, you know if it's high profile ridge or three tab shingles, which I know some people use as ridge cap, all of a sudden that homeowner is doing what? They're like what? Oh no, they didn't say any of that. Now what are they doing? They're Realizing that they could have been duped or fooled. And I explain it. Mr. Homeowners. This is how roofers dupe homeowners. Okay, why? Because every decision to reuse building products is made by the roofer. So you might get brand new shingles up over 15 year old building products, brand new shingles over edge mill that's 10, 15 years old or whatever the year is. The only way that roof can come in lower, Mr. Homeowner, is by not doing certain things. So cutting costs on installation or material. Cut rate price equals cut rate install. I'm not willing to cut rates, cut corners to earn your business and especially by doing it in an unethical way. So the other thing, Mr. Homeowner, when you start dealing with these estimates that aren't itemized and you don't know what's going on is you have zero accountability and zero recourse. So what happens if there's an issue? You can't go back to the roofer and say, well, you reuse that because it's not in writing. There's nothing written down that states that that was or should be done. You have no recourse. Should that go to court for an issue, they're going to say, well, this is what it was. They didn't say that they do it. You didn't ask. You are in the dark. You are literally handing them 12, $20,000 for a mystery product. This is how roofers can come in at such low rates because when they're up there they're making same day decisions. How can I get this done the cheapest way possible to leave here and hopefully make some money? All right, so what's the end result, Mr. Homeowner? The end result is this. Car analogies work really well by the way. This is your current roof. Let's just say it's a 2019 F150 dealer serviced for every dealer interval, washed, detailed, taken beautiful care of. And let's just say this got totaled in a hail storm or someone crashed into a was parked on the side of the street. The insurance company writes you a check and you have a choice. You're like listen, I could go and shop for, you know, take my time and find that beautiful 2019, similar miles dealer service records one owner clean. Or I can find the budget vehicle that's close and it might have been mudded and beat up and all of a sudden someone's going to clean it up real nice and you end up in this ride versus this ride. The old beat up, abused, mudded off Roaded in vehicle, you're downgrading, you are doing yourself a disservice. So our job is to give you back that 2019 F150, but even better, because it's new. And when you go down this road of playing the estimate game without that accountability, with zero recourse, you're doing yourself a disservice and you're likely going to end up with an inferior product after the fact. And I do not want that to happen to you. So, Mr. And Mrs. Homeowner, do you see now why getting estimates is actually doing yourself a disservice? Now, I put this in the end so you can see, like, I can quantify that. Why I say it's a disservice to get an estimate. But the reality is, in the real world, when I'm out there, I open up with that. I'm going to repeat, I open up with that. Mr. Homeowner, I understand you're looking for estimates. It's a normal thing to do. You're looking to see if you can save some money. You're looking to see if someone can do it cheaper. It's a fair market value. But the reality is, Mr. Homeowner, you're doing yourself a disservice by seeking estimates. Now why is that? I don't care about the price of the roof. Care about the assessment. Point one, point two, your deductible, you owe it, whether it's $10,000 or $100,000 or $4,000, it doesn't change, okay? Someone comes in cheaper, you owe your deductible. Point three, no accountability. And I go through all that. So my point is, I open with this to service piece. It's a big piece. All right? So, Mr. Homeowner, it's in your best interest. Highlight. It's in your best interest to work with a professional insurance restoration contractor who understands the process and can serve you the best. Alright? Which might be who? Who are you describing without saying? I'm that guy. Do you notice the power of this? It's in your best interest to work with a professional insurance contractor who understands everything and can serve you the best. Now, who's standing in their house? You are. You're the one that just described it all to them. And then I say, so you can choose anyone you want. And I encourage you to choose someone that you like and that you trust. Who's standing there? Who brought them to this conclusion? You did. Who brought them to the idea that this estimate game could get them duped and fooled? You Did. Who taught them that their deductible doesn't change? You did. Who's going to be the easy choice? You are. Alright. That's how it works. Then we slide into this powerful transition. Would you like to hear how I can help? Okay, write this down. Key thing. If you don't use this to transition that contingency, that's when the homeowner says, I have to think about it. I want to wait and see what the insurance company says. I have to talk to my husband or wife. Because you didn't say this first, you start going through that contingency, they're like, whoa, this guy's trying to sell me something. How did this slip in? He wants me to sign this. But what happens when you say this? Would you like to hear how I can help? If they say yes? If they say yes, yeah, I want to hear how you can help. What happened? They just gave you permission to pitch? They gave you permission to pitch and you overcame the objection. So you go through all that and then you say, would you like to hear how I can help? Now it's your time to go into your pitch, go through the contingency agreement. Alright. Powerful, powerful stuff. That little tweak can make the world of a difference. Just like it did for Chase, by the way. I just had. I'm pulling up my phone because I want to show you this. Chase texted me today and he was having a hard time with this and I went through. I'm just covering up his phone number. He went through this and he texted me. He goes, I just want to personally thank you for taking some time out of your day to have coffee with me at Starbucks. This was in Dallas last week. Since Monday, by the way, the filming of this, this came in on Wednesday. So two days. He says, since Monday I've signed six contingency agreements with your advice. I couldn't thank you enough. And I was on. Yeah. Anyway, he continues, I don't need to toot my horn here. Then he says, this one got some more. Thank you again. And this was today. So as of Wednesday, he signed six. And then he sent me a picture of three more big key transitions on knocking down this deductible. Excuse me, the estimate request issue. And explaining the. This the way I just taught you it is very, very powerful. So listen, the key points are this. Focus on assessment, not price, emotional attachment to the money. Shift them to focus on the assessment. Point two, the deductible doesn't change even with a lower estimate. Support that claim with the documentation from the carrier. Point number three, beware of getting fooled or duped and taken advantage of with these estimates because there's zero recourse and zero accountability. All right? Now listen, if you want more, my objection strategy and my closing strategy may be a good fit for you and the team, alright? Now why is that? Because all these objections that I cover here, they all fit again into those three categories. Trust, need money. I teach you how to figure out what they say. Because if it's a trust objection, one liner is not going to knock it down. You got to be able to speak to it. Also, I want an estimate. I don't want to pay my deductible. These all are what objections. Trust, need money. Money objections. When we understand the true meaning of the objection, which is far beyond the words, we'll see that they all kind of overlap. They all share such a similar approach of how you overcome them. And it pairs very nicely with the closing strategy. Why? Because I teach how to knock down this deductible or estimate objection straight out of the gate opening up Mr. Homeowner, you can choose anyone you want. And then I explain why. Similar to what I showed you here, but in a much deeper dive. How I transition to my presentation, what my presentation looks like, how I get to the contingency, those key transitions, how to close and all that. And this is available as part of this new bundle I've created the roofing sales success formula. And those rates are incredibly affordable whether you want one login for an individual. If you're a sale, individual sales rep or if you're growing a team. Packages start at 5, all the way up to you name it. Okay. So you'll make your money back by the way on your next sale. Rates are super affordable. Get you access to this and a whole bunch more. Now if you want to continue your journey. Just because this video is about to wrap up doesn't mean our time together has to. I've got an entire playlist on top objections. You can find that in the pitch like a pro roofing sales training video library. And I'm also going to put a link here at the end of the video. I also recommend reading this book. I left this up from from another video. Okay. Called Positioning by Jack Trout. Now rise. Fantastic. Read about how the way we communicate things will change how it's received from the recipient. And it's super influential. Classic marketing book. And if you want all my strategies. By the way, again I mentioned that they're all included. Net roofing sales successful. The battle pack Sales strategy, canvassing strategy, objection strategy, closing strategy, and then owners. You get access to how to build you'd dream team and the team plan rollout center. These are in use today by companies trying to reach their first million as well as companies that are doing 25 to 35 million a year on pace for 50. You name it, they are in use and they are highly effective. With plenty of testimonials you can take a look at all unsolicited on the next page. And if you are, let's say, an individual wrapper on a tight budget, the most affordable path to get started is with the battle pack. I get this question a lot, which is why I wanted to put this in here and you can add on that sales strategy. Okay. To get a custom daily sales plan around your goal and we'll walk you step by step on how to make that happen in real time. And I've got multiple first year sales reps who've done six figures or multi six figures using this. All right, now listen, time here about to wrap up, but I don't want to leave you because I know that the more you invest in yourself, the more you're going to learn, the more you're going to earn. So to continue, click here to jump into the objection playlist and click here to get a free copy of my pitch Like a pro roofing sales training video library and I will see you on the next one.