PAIN: The "Missing Link" to Overcoming 5 Common Objections in Roofing Sales

Do you know the missing link in roofing sales? The number one piece of the selling process that helps high performers stand apart from mediocre performers? It's pain. Now what am I talking about with pain? Listen, if you're a seasoned salesperson, you know that no sale ever occurs unless there's pain. Some people might call it a problem, but problems don't drive sales. Painful problems drive sales. Pain is the missing link that most door to door salespeople overlook. We sell the benefits. Hey, working with us, we'll handle everything for you. Hey, working with us, you just pay your deductible. Hey, working with us, we're going to give you free upgrades. Hey, working with us, it's going to be so amazing. But what happens? The homeowner hears this over and over again. If I have all of these amazing options out there, I don't really need anybody. And it took me a really long time to pinpoint this in the sales process. And by the way, this whole piece of the pain is what inspires the first part of my presentation. Using my car park closing formula, which by the way is included in my program, the roofing sales success formula, with packages available for reps or teams without the pain. This is what drives decisions now versus later decisions. I know that many of you might be looking at this and saying, adam, I've really liked your sales approach because it's conversational, it's educational, and it's not pushy. And now you're talking about using pain. Is this manipulative? And the answer is absolutely not. What we're doing is showcasing the matter of fact problems or the pain that the homeowner may experience if they don't choose the right contractor. So in this video, I'm going to be going really deep into why and how pain is the number one missing link and the thing that you probably need to involve more of in your sales process to earn more customers, but most importantly to to do so in a way that clearly communicates the truth of the matter. Not using any scarcity stuff or false manipulation, but educating customers on the true consequences, the bad things that can happen to them should they not work with the right company. Welcome back. And welcome if you are new here. My name is Adam Bensman, the roof strategist. And everything I do here on this YouTube channel and in my podcast is designed to help you and your team smash your income goals and give every customer an amazing experience. And I don't know, maybe we're quite alike since you've been following along. But to Me, I always felt like the savior that got to scoop up that homeowner. Knowing that the greedy company that may take advantage of them or do something shady or may not be in business next week. I was the one that got to serve them. And sometimes in order to earn this business, we have to shed this mirror of pain back upon them. To say, I know what you're thinking and what you want to do, but unfortunately I don't think that's the best decision. Here's why and I'll be going deep into this in today's video. Before we get into it, I want to invite you to join me on this free offer if you have haven't already. It's to get a copy of my pitch like a pro roofing sales training video library. There's over 240 videos. I think we're almost at like 260 now. And they're all organized by category. And this is a really phenomenal training tool for new sales reps or owners of the team to get in your hands to go through is like a starter track of the roofing sales basics. Acing your pitch at the door, overcoming objections, canvassing, closing, you name it, Goals, motivation, body language, sales, psychology, all organized by category. And I'll send it to your inbox. And by the way, all of the testimonials on this page, none of them I asked for, these are folks that voluntarily reached out with their feedback. Alright, so go ahead right now over to the roofstrategist.com get your free copy. Let's get to today's video. Pain, the missing link in roofing sales. So what do we mean by pain? I'm going to start making some notes here and you're going to follow along hopefully. Number one, pain is a problem. Okay. Pain is not comfortable, not comfy. I'm going to use that because it's shorter to write in. Number three, they are consequences. So let me ask you this. Most people that are replacing their roof, do they know if they have a problem? Oftentimes we have to convince them. And again, not manipulated convincing people that they do in fact have damage to their roof. If you're working storm damage claims, they may not be aware of the severity of damage or someone who may be wanting to extend the life of the roof and they need a retail roof and they say we want to wait six more years and you know that's a really bad decision. So their problem, are they aware of the problem? Maybe, maybe not. They're not comfortable. No. Remember, if there's not an Active leak in their home, they don't believe that, they're uncomfortable, there's not any issues for them to work on overcoming. And then the consequences. Most homeowners don't realize the consequences of waiting to do their roof. And I'm going to give you a few examples. Let me ask you a question. You play along with me here. We're doing some role play. If you're not paying attention now you are. Consequences. What happens on a storm claim if a homeowner decides to wait another three or four months? Do you know the consequences? Okay, now let's say it's retail. What happens if they want to wait until next season? Do you know the consequences? No. What happens if they choose the lowest estimate? What could those consequences look like? Do you know them? I just asked you three very powerful questions. And the problem is most salespeople are not bringing up these consequences to homeowners to help guide them in the process. And you can do this in a way purely based. And again, I am a firm believer in a non pushy, persistent, but non pushy education based sale. So it is our job to educate the homeowner on the consequences for the sole purpose of helping them experience the pain of what will happen if they decide to make a poor choice, which at the end of the day you know in your heart of heart that it is a poor choice for what they are going to do. So let's highlight what these consequences are in a couple of top categories. So number one is the lower estimate. Okay, so I'm going to write this out. What happens if they choose the lower estimate? I'm only going to hit these on a high level bullet point by the way, if you join the pitch pro movement, these are the kind of things we really deep dive in on our live sales training calls and our Q and A calls. So if you're interested, there's a link in the description lower estimate. Number two is waiting. Okay. In number three, what did I say? We got lower estimate, waiting and then again not taking action, which again is very similar to waiting. And number four, I'm going to add for the claim people working with the insurance alone. Okay, so these are kind of the common scenarios that we face in roofing sales. Hey, you know, I wanted to choose with the lower estimate. Hey, I don't want to do the roof now, I don't want to file the claim. Or number three is not taking the action, deciding not to do anything. And then number four is I want to work with the insurance alone. These are the very Common objections that we get for people not wanting to do anything and the five let's just throw it on there, the deductible. I've done so many videos on the deductible, I'm not going to dive deep on this. But my point is, what I need you to do is for you to outline what are the main objections you're coming up against that result in someone not taking action. And the reason for that is there wasn't enough pain that they experienced to seek a solution to that pain. What we want to sell is a painkiller, which is we're the right solution for you to get rid of that pain. What many people are trying to do is sell, I shouldn't say this on YouTube, a euphoric experience substance without acknowledging why they might want that euphoric experience. By the way, please don't deal anything illegally. Alright, let's get back to this. Let's get into the pain. Lower estimate what homeowners not realize could happen Mr. Homeowner, I understand that it makes sense to want to look at the lower estimate. What you may not realize is that many roofers dupe homeowners by showcasing a lower number because a homeowner doesn't realize that there's no accountability of what comes off and on the roof. Okay, again, I shared this in another video. The most powerful questions you can ask are the ones they cannot answer. Do they know what type of pipe jacks are being used? What type of valley installation, what type of ridge cap are they using? Ice and water, how many rows of ice and water? All of these technical details are they reusing or replacing the step flashing and roof to wall flashing. And when a homeowner goes oh no, then you can say, hey, well, do you understand that now? Should you choose this lower estimate, you're willing to write a check for 12 to $20,000 without knowing what they're going to be doing and without any accountability on that contractor, should things go awry, you can't go back and say you should have done this. Are you still comfortable writing that check? Okay. See how much pain I just highlighted to them? By the way, this is not manipulation, this is fact. This is how people get taken advantage of. Number two, waiting. Hey Mr. Homeowner, should you decide to not do this roof today, what's going to happen if it's a storm claim? And by the way, I'm going to link these right now. The waiting and not taking action should you decide not to take action on a retail deal should issues arise later, we're in trouble. It's much cheaper to do it now. Which, by the way, is not enough pain. But here's the pain part. Did you know that this year alone we got four price increases from our supplier at between 7 and 15%? That means that the price of roofing has compounded a higher rate than the stock market, which means in 7, 10 years, the price of roofing will double. So by you not doing this now, you must be comfortable in 10 years or five years writing a check for 30 to 50% more for the exact same product. Now, the good news is, should you decide to do it now, is you get our warranty for X number of years, brand new roofing and the shingle manufacturer's warranty, and you get to have it done cheaper and take advantage of today's financing rates. Okay. Or not taking action for a claim. Did you know that if you decide not to do something, if anything comes up, I've already been here to show you the damage. It's your responsibility as the homeowner to mitigate or prohibit future loss from occurring, which is leaks or anything like that, which means that could fall upon you. It also means that if you don't take action now and your roof is getting older, then you lose the window of opportunity to file a claim for this damage. And you will likely end up paying 30 to 50% more for your roof later out of pocket, as I just explained in the retail estimate. Or, hey, I want to work with the insurance company alone, share the stories. I understand that maybe you don't. You want to do that because you don't trust me yet. You don't know who I am. I just showed up. But the risk you run is the adjuster showing up. It may not be ill will. He's got his eyes on it once. I'm going to be here now, before the inspection, during the inspection, during the install, and after. That's five other visits. People are human. One set of eyes. What happens for the things that are missed? You only get two opportunities to get your roof and your home restored. And trying to go at bat alone without someone there to support you is not necessarily working in your favor. And the risk you run is a denial, an underpaid claim, things that are missed, that without the right education, you get a bid from a contractor that's higher and you're coming out of pocket. Okay, this, by the way, is the truth. What about partial payments? We know the insurance companies don't play nice these days. And then the last thing is the deductible and I'm going to link at the end of this because you know what, here's a link to the deductible video, the last one I did on beating deductible eaters. This is the scary truth about deductibles so watch that video. But the whole idea is to highlight what the fact of the matter is and how a contractor is able to waive the deductible by falsifying that information, the insurance company and putting you Mr. Homeowner and and me in the place of insurance fraud. And as much as I love you, I don't want to become your cellmate to earn your business. So highlighting again the pain in the ethical and legal issues of being deductible along with the lower estimate points. So now you know the top five ways for you to highlight or showcase the pain to a homeowner. The problems that will get deeper and deeper that they didn't they weren't aware of because too many of us are trying to sell the benefits and the in the frill and excitement of working with us versus educating the homeowner on the consequences the real life consequen making one of these five mistakes of choosing the wrong company. By using this you will educate homeowners again. Everything is about education, earn their trust and likely earn the sale. Very different earning the sale versus winning the sale. You'll notice the last note. Never in this did I talk about you or the company. That's the fun part. You are acting as an advisor and highlighting their pain from a matter of fact standpoint to develop the trust to later showcase why you may be the best solution for them. More on that in the car park closing video which we'll link to here at the end. So that's all for today's video. And remember this, it is your obligation to be a strong educator and highlight the pain to a homeowner to win the business and to save them from making a very unpleasant mistake which we know you may be the one that they call to fix. So I hope this video helps you close even more, smash your income goals and give your customers an amazing experience. Hey, did I miss one? Drop a comment below and let me know because there may be more that you experience. So what other opportunities for pain education are there that I might have missed? Drop that comment. I'd love to take a peek. It might inspire a future video. And just because our time here is about to wrap up doesn't mean you're in. My time has to. So if you want to learn more about my closing process, click here to learn the car park closing formula, which by the way is included in the roofing sales success formula available for reps and owners. That video here you'll get a high level detail of how that works. And believe me, there's going to be some golden nuggets for you to dive into. And if you haven't yet done it, hop on over where we go right here to download a free copy of my pitch. Like a roofing sales training video library. And I didn't even have the fancy catch of the pen at the end, so I'll see you on the next one.