Adam Bensman and John work with roofing contractor Hinton to show why generic claims like licensed and bonded don't work. The real differentiator is a personal why rooted in values and service. Hinton's faith-based mindset and broader capabilities matter only if he lives them consistently enough that homeowners feel the difference.
Raise your hand if you've had homeowners ask how you're different. Yeah, John, how would you answer that? How are you different?
Well, hang on, before we go there, I want to do something I've never done before. Just out of curiosity, I'm just going to like pick on somebody. Oh man, he's scared. Here, how are you different? What sets you apart? What would make somebody go with you other than somebody else? There's— and don't worry guys, there may be competitors in the room, but there's probably 1/10 of 1% of roofing companies in this room right now. So if it really affects you that bad, we got a bigger problem. So go ahead.
Well, not only are we a roofing company, but we're also licensed and insured to build a home.
Write that down. Write it down.
So if there's any renovations or anything they want to fix aside from the roof, we can do that without anybody like, uh, times of like trying to get insurance.
So you're licensed? What I heard— licensed, bonded, and insured. Who's next?
Okay.
What makes you different?
What makes us different is we're here to educate you throughout the process. And even if you don't go with us, we'll help you through the process.
Okay. Sounds good. All right. Putting you on the spot. What makes you different? Stand up and tell them what makes you different. This is handling it.
We unapologetically love the Lord and we're going to serve first.
All right, so where I was going with this— take a couple minutes because Adam's got this thing on track and, and I like— I love to jump in and interrupt the process sometimes, but that was good, by the way. I love that everything that was set up here I know come from your heart. But everything— this is what I want to challenge you all to do today. This is what changed my life. All of these things that were set up here, everybody says the same thing. I hate to put it to you, everybody. I used to walk around the tables at events. I caught on to this a couple of years ago going to events. What makes you different? I'm licensed, bonded, and insured. We do free inspections. We're family-owned. We're going to educate you through the insurance process. So I want you guys— and I'm going to try to circle back around. I want to give you guys a little bit of time to think about this and write down some stuff. We'll circle around at the end. What truly makes you different? Because I can tell you 95% of you sitting in this room today are saying the same thing. So what do homeowners see? What happens when everybody says the same thing?
You're not different.
You're not different. But what happens? This is where Adam and I are going today. What happens when everybody's saying the same thing? I'm getting in your heads. The price falls out. The only thing you have to work with is price. That's it. We have to start thinking about how we're going to navigate those conversations that truly sets us apart and makes us different. We'll talk a little bit more on that later. I want you to write down those things. What are the things that I need to change? How am I going to word them to the homeowner that truly makes us different? And we'll follow around it later in the, in the day.
Yeah, that was beautiful. Well done, John. By the way, do more new stuff. Anytime someone says, I'm going to do this for the first time, you're like, it's either going to work or it's going to flop. But that was a grand slam. You know, I really— can you remind me of your name when you shared your why? Can you share your name with me?
Yeah, Hinton.
Hinton. So when Hinton shared, you felt heart. And it doesn't matter if you agree with it or share that view, philosophy. It really doesn't matter.
One thing—
and John, just to add to this— it's really your why is what makes you different, why you do what you do. And that's something that when you say it is only so important. You have to live it.
Yeah.
Right. And if you can live your why and the homeowner feels what makes you different, it doesn't have to be anything to do with roofing. Right. So beautiful. And that was unapologetically wonderful the way you nailed it.
