How to Destroy The Deductible OBJECTION With Your Marketing (Storm Damage Roof Sales)

It's no secret that the biggest objection that we get selling storm damage roofs, whether it's hail, wind or hurricane claims, is the deductible. And listen, in this video I'm going to be teaching you how to destroy the deductible objection using your marketing material. And I know every state is different, different losses are different. Some have percent deductible, some have a fixed rate deductible. And I know it can get a little competitive, especially on hurricane claims when we're dealing with really high deductibles. But this approach is really going to help you smash that deductible objection out of the gate before you even show up. It is extra usable for your hail and wind claims. So without further ado, let's jump in. Now, our customers are always thinking, I don't want to pay my deductible because to them they think it's like a car claim, right? Oh, I got rear ended, my insurance wrote me a check. So then I go ahead and I'm trying to shop around for different shops and who can do it cheaper, right? I want to pocket a little extra cash is what people are thinking. But it doesn't work like that. We'll be touching on that in a minute. And our job is to flip them to thinking, thank heavens all I have to pay is my deductible, alright? Oh, I have to pay my deductible. I'm so glad that's all I have to pay is my deductible. You see that mindset shift, that's our goal and that's what we are going to accomplish here. Now listen, stay to the end of this video because I'm going to teach you how to give your customers this mindset shift because it does take some education and patience and practice. And believe me, you'll do this a few times and it will become second nature. Now quick side note, what I'm going to be teaching you is in use by numerous companies that I've worked with or who are using my material. And many of them have learned this from me and have updated every single piece of their marketing material, even their truck wraps, their letter, their yard signs, everything. So you're really going to dig it. All right? Why to use this very specific phrase that I'll be teaching you in to use in your marketing material and where to use this, you can destroy that deductible objection for right away. Now listen, if you're new here, welcome. My name is Adam Bensman, the roof strategist and everything I Do is designed to help you smash your income goals. Whether you're brand new in roofing, sales, kicking the tires on a job in this industry, whether you're seasoned, veteran, looking to level up, hit that multi six figure mark or beyond, or if you're an owner or manager, growing a team. At the end of the day, success in this industry is about helping the guys and gals in the field making those sales transform their lives by being successful, serving more people and everybody wins. So if you haven't done it yet, you can get access to all of my videos. What's funny, this has my 120 plus video library. We checked this morning. It's about 228 now. So 100 more videos are in there, all of them organized by category for easy reference. And you can get a free copy@www.theroofstrategist.com sent to your inbox and you'll be able to click on objections and canvassing and body language, sales pitching, you name it, it's in there for easy reference. And it's a fantast, fantastic resource for new people, seasoned vets and owners. A lot of them are giving this to their new hires to help train up their team. So let's jump into today's video. Number one thing I want you to see this side by side is to embrace this mindset shift. This is our goal, this is our central focus by using this material is I don't want to pay my deductible to thank heavens, all I have to pay is my deductible. And this is all about positioning. So if you have been in the sales and or marketing world in a while, positioning is how people think about about things. So when you think facial tissue, what do you think? Kleenex. Right. If I say bleach, what do you think? Clorox. So those brands have created such a strong position in the mind of consumers that when we hear things, we instantly associate them with a certain product. So positioning again is how we get our customers to think and feel about certain things in our mind. And there's a book recommendation I'll be making at the end of this that video that you'll probably want to check out. So it's all about positioning. How do we position the idea of this deductible come in a completely different way. So it's of benefit to the homeowner because truthfully it is and we both know that in our hearts. So we want to change how the customer thinks about the deductible. Okay, that's the big idea now, how do we do it? Key points are this, these I'm going to spend some time on. There's three key points and these are critical for you to understand. I get some pushback on this and I want you to hear me out. I always focus when I'm talking with homeowners about the insurance process, that I am focused 100% on the assessment of damage and not the price. Listen, ask yourself this truthfully. Have you ever negotiated with an insurance company based on price? Now, I know you might be thinking, you're like, of course the answer is no, you can't, because price would be insurance. You owe us this dollar, we owe you that. That's not how it works. When we're going back and forth on a supplement with the insurance or we're looking for approval with the adjuster, we are focused on the assessment. We are using Xactimate, a third party estimating program that is objective. We enter in quantities of material with line item codes. X feet of this, X feet of this, X square feet of this. It is objectively entered, the output is a price that is updated regularly by zip code to reflect fluctuations in material and labor rates and fair market value. So when an insurance company sends an estimate, it really is an assessment. They get to that number, line item by line item versus someone coming out, oh, you want to build a house? You know, I'd estimate about 220A square foot or whatever the number is. That's an estimate versus line item to line item. So when we communicate with an insurance, with a homeowner, we have to remind them that we are not. And I tell a homeowner this, I don't care what the price of this is. I'm not concerned about the dollar amount. I'm concerned about having the assessment that what's damage on the roof has been documented appropriately and put back appropriately. All right, I could open this can of worms and do a 45 minute training and just assessment versus price. Why? Some roofers will say, I'll eat your deductible because they're not doing every line item on that scope. They're reusing what they can. They're cutting corners to get their cost down and there's no accountability. This is what happens with shoddy work, right? So we are focused on the assessment, not the price. And this is critically important to communicate to homeowners to break their emotional attachment to the financial aspect of the claim. Next, deductible laws. Listen, this is what I tell homeowners. Hey, Mr. Homeowner what's your deductible? Two thousand. All right, great. Listen, your deductible is a contractual agreement between you and the insurance company. I have nothing to do with that. And the reality is, by law, you owe your deductible. Texas, Colorado, many other states have true laws documented that state a homeowner must pay their deductible. Then go even further to explain to homeowners the way the process works. You will get a check up front for the project. It's not going to cover the full roof. It's the actual cash value, meaning what it's worth today. Think used car price right now. The remaining balance due will get sent once we're done with the work. They call that the depreciation. And that is sent after I tell the insurance company, I did the work. Here's what it cost. Now here's where it gets fun. Mr. Homeowner, since by law you have a contractual agreement with your insurance company, if they paid 20,000 for the roof, they said on the estimate. But then I come in and say, hey, I can do it for 18, what happens if I submit an invoice for $18,000? They're only going to release 16 because you owe your deductible. So you're not doing anyone a favor. And you might be wondering, well, how are all these roofers claiming to eat deductibles? And the answer is an unfortunate they are lying to an insurance company, which is insurance fraud puts both you and the contractor as a willing participant in insurance fraud and can land us both in jail and with some serious criminal charges against us. And I'm sure you wouldn't want to participate in that, now would you? Of course not. So by the way, Nationwide has now for the last scope I saw, put this language in their scope and I read it on another video, which you can check out on how to read insurance scopes. All right, then what we want to do, so we have assessment versus price. We're focusing on the deductible laws and educating them in the process. And then we want to explain that this whole process, meaning the contingency agreement, is truly designed to protect the homeowner. And again, this might be a mindset shift for you. In fact, I've done other videos. I'm going to put a link to one. I don't know which side it goes one of these little spots on how to use that contingency agreement as a sales tool to close by making it about the customer, putting it in their best interest. And so many Roofers make this mistake, like, well, I'm putting in the work and you need to protect me. No one cares about you. What's in it for me? Right? This is what customers and consumers, we all think this, what's in it for me? And we are in a position of service, so we need to make it all about them. So that's what we're going to be doing here. So you're probably wondering, Adam, what's this big key phrase we've been waiting on here? It is. Alright. We want to communicate this using. I got really excited, I jumped a slide. It's this phrase right here, the price lock guarantee. Now, listen, I've had questions about this because I use this language in the marketing Battle Pack, my flagship product. That's like the way everyone joins my world and starts using my strategies is to use the Battle Pack. And I use this in, you know, well, I'll get there. But a variety of pieces of information that I'll be showing you here in a minute where you should be using this. Because that way, when a homeowner sees this, what do they think? Remember what did I just say? We want to communicate this to homeowners by doing what? Getting them to think this is protecting me. So price lock guarantee means I am protected, right? I am protected from a price spike, a price increase, a surprise bill. And the reality is, I started using this phrase way back. I think it was my first or second year of roofing sales. And the reason I did is I worked with a homeowner that was a retail lead. I sold it as retail, massive problems through the project, found out it was a storm claim. There were multiple layers. I ended up getting back and having to tell the homeowner, you gotta pay. And they're like, oh, it's a storm claim. Does that change anything? It's like, of course it does. So I tell homeowners there can be things that come up and if you're handling this like a cash deal, I don't care who pays me, it's got to get paid, period. But as an insurance restoration contractor, I assure you that there won't be financial surprises. That's why I call it my Price lock guarantee. So, Mr. Homeowner, I can't say, you know, the insurance is going to pay $12,000 to replace your roof. And I come back and be like, surprise, surprise, it's going to be 18,000. So, Mr. Homeowner, this protects you from any bad play in the roofing world, so to speak. So do you see that massive Mindset shift from I have to pay my deductible to all I have to pay. Now, you and I both know we wouldn't do that. But there are companies that I've heard about that will supplement say, well, the insurance isn't paying it. You are right and we all know that things come up. What's the complaints of contractors took too long, cost twice as much, so people already have us painted in that corner. When we can advertise a price lock guarantee protecting the homeowner, you owe your deductible. No more, no less. We're going to do this above board by the law, and there will be no surprises. And I know you might have been thinking this. Well, Adam, what if we find routed decking? What about elective upgrades? You are dead right. I usually put a little asterisk and say with the exception of. And then you can add in what your price per sheeting is and. Or redecking and. Or any elective upgrades. Those are your exclusions. Do make sure you have that fine print so you don't screw yourself. All right, now where do you want to use this phrase now? I told you, this is included. I use this phrase in like my battle pack. And what's funny, I've had a number of clients reach out be like, Adam, I can't believe I didn't think of that. It's really helping shift the conversation with. We used to have deductible objection issues a lot, especially in Missouri. One of my clients is in St. Louis that told me this and he says, you know, I started to shift my material around and it's really made a really big difference on how customers perceive this whole deductible thing. So the door hanger letters that I teach to leave behind at the door. All right, and again, not door hangers, but a letter, an actual letter, right? Or the direct mail letters I teach, like my under the radar sales letter. And by the way, in the battle pack, I do have 13 different ones for storm denied or underpaid claim. I drove by your house and noticed this. Are you tired of roofers at your door, wind damage, three tabs, shingles that I noticed, you name it. Are you tired of roofers knocking at your door? And then it goes on. There's about 13 of them. I have them translated into Spanish as well. And I have them specifically for retail, which I know this video is obviously very, very storm focused. Then on yard signs. I've heard of companies even switching their yard sign, their vehicle magnets, their website. But when you advertise a price Lock guarantee. It makes a homeowner feel comforted and protected. And that's the big idea. So if you are interested in the Battle Pack, there is a link in the description of the podcast and a video beneath this. When you click Expand and any questions you can email me adamroofstrategist.com all right now, quick summary. Your goal is to flip the customer's thinking from I don't want to pay my deductible to thank heavens all I have to pay is my deductible. And we do that by using the phrase price lock guarantee to make it about them and protecting that homeowner. And again, include this phrase in your marketing material. You can add it into your own if you want to use mine, my direct mail letters, my letter, leave behind my customer emails, my sales emails, the you name it. There's over 70 pieces of material for Storm in Spanish and then in, excuse me, Storm Spanish and retail, about 70 for each. So about 210 pieces in there. Pretty much everything you're ever going to need. All right now. Recommended resources. If you want more, check out the Battle Pack. By the way, it is included in the new bundle, the Roofing Sales Success formula links in the description below. Let's wrap things up. Just because this video is about to come to an end doesn't mean your time with me has to end. I've done a number of videos on using the marketing material inside the Battle Pack. Now listen, this stuff is valuable even if you don't have the Battle Pack. If you want to write your own letters, by all means do it. If you want to learn those strategies and how to use it, I do have a playlist for it. There's a link to it here. I'm going to link to it here at the end of this video. Now, a book that inspired this whole concept of the Price Lock guarantee is a book called Positioning by Jack Trout and Al Rise. It is a marketing heavy book about these, in my opinion, absolute brilliant men that have helped pave the way for positioning large companies, brands that are household names and their philosophy behind this stuff. So if you geek out on that, you'll really dig that book. And if you do want access to all my strategies, whether you're an individual rep or a team, I have plans for both. You'll get access to everything up here. The Battle Pack, the sales strategy, the canvassing strategy, the objection strategy Closing owners would get how to build your dream team in the team plan Rollout Center. Details are on this link if you're getting the emails, you can click on that. Otherwise there's a link in the description. Again, questions? Email me adamarifstrategist.com so let's wrap things up. If you want to jump into the playlist to learn how to use that marketing material, maybe you want to make your own. Click right here and then if you haven't yet done it, join me and get access to all my videos, all 220something organized by category here in the free Pitch Like a Pro Roofing Sales Training Video Library. We'll see you on the next one.