Adam Bensman presents a recorded coaching session (shared on YouTube) about overcoming the common sales objection "you're too expensive." Using a real client (Nathan, a member of the Roofing and Solar forum alliance) who went on to sell ~$700,000 in a month, Adam demonstrates a question-driven technique: ask homeowners detailed, technical questions they can't answer to create a "knowledge gap," force acknowledgment of uncertainty, then present a detailed, line-by-line value explanation before revealing price and using price anchoring. The goal is to reposition roofing from a perceived commodity to a service with accountable, documented differences.
Chapters
You're too expensive. Nathan was losing deals to this. Objection. You probably have, too. After this coaching session, the owner of Nathan's company text messages me this today. It says, Nathan is on Track to sell $700,000 this month. I thought you should know. How did he do it? That's what I'm going to share with you. See, Nathan's a part of the Roofing and Solar form alliance. And I occasionally will run these coaching sessions where we record and put them on YouTube so you can learn from them as well. And what I went through with Nathan was solving one of the big problems that many people have. And that is justifying the price. So what does this mean? This means that many people, just like Nathan, shares in this video, which I'll, by the way, link to you at the end so you can watch all the way through. He was justifying his price, saying, Mr. Homeowner, we're better product, better service, better company, better warranty, better, better, better. Just like everybody is saying now. In addition to that, he'd go through the estimate and be like, well, they're not doing this and we are. And what ends up happening is the homeowner just feels like you're desperate, sleazy salesperson justifying your price. Because in their mind, roofing is a commodity. Roof comes off, roof goes on. Therefore, they have a new roof. So the homeowner sitting here thinking to themselves, all roofs are the same and you're just trying to take me for money. So what we need to do is completely overhaul that experience for homeowners. And the best way to do that is to ask questions that they cannot answer. And I would write that down. Ask questions that they cannot answer. So it goes something like this. Hey, before we go through your estimate, I just want to ask you a few questions. Did the other contractor explain what type of shingle and grade of shingle they were using? Don't worry, they may know the answer to this, but there's more. Okay. Did they explain what type of ridge cap they're using? Did they explain what type of underlayment they're using? Are they using felt or synthetic? Hey, did they explain if they're using ice and water shield around the penetrations and on the eaves? Did they say they're using ice and water shield? Did they explain how many courses of ice in water shield and your roof to wall and step flashing? Are they removing and replacing that or reusing it? And did they give you a color option for your edge metal? Did they do an attic inspection or did they do a attic ventilation calculation. Now you'll notice that for most folks, which by the way, I can keep going. Do they explain how the valleys are installed? Is it w metal, ice and water or both? The homeowner is going to be sitting there thinking themselves, I don't know, I don't know, I don't know. And the more and more questions you ask, cause you have to keep going. You can't be like, oh no, don't worry, you can't take their discomfort away. You have to let them be uncomfortable. Because what this creates is what's called a knowledge gap, which is when the homeowner has this idea in their mind that all roofs are the same. We can't break that by telling them we're better, we're different, they're not doing this and we are. We have to let them realize it, which is creating a knowledge gap, getting them to admit that there's things they don't know. Now, once that occurs, I, I can then ask a couple follow up questions like, hey, you know, this is a common technique used by many roofing companies to dupe homeowners into buying a roof from them. But what they don't realize is what is actually going on on their roof. So, Mr. Homeowner, would you be comfortable spending $20,000 on a kitchen remodel if you had zero legal recourse and zero accountability? Because again, if it's not in writing, then no one's accountable to doing it. Well, see, we do everything we say we're going to do. But my next question, the most important one is would you spend $20,000 on a kitchen remodel if you had no idea what type of cabinets and countertops you'd be getting? And of course they're going to say no. So I brought this conversation down from the roof into the house. Now we go through this in more detail, but using that before going through the presentation, hitting line by line, what you do in great detail, far greater than anybody else, and why that brings value to the homeowner before then revealing your price and then of course, using proper price anchoring. This is actually from notes from a session we did today on the, you know, cash price, the finance price, or the 0 down, same as cash for 12 months price. When we do all of this together, we get Results like, Nathan, 700,000 in a month. Hope this helps you close more deals, even if you are the most expensive one. Now watch this video right after this. We'll see you soon.
