Roofing Sales CLOSER Masterclass

Roofing sales is more cutthroat right now than ever before. And despite what you've been told or sold by sales trainers, there's more than one way to close a roofing sale. And that's why we put together this brand new compilation video for you, to teach you my filet mignon clothes. It's my go to in most situations, the biggest mistakes to avoid when closing sales and what to do if homeowners are giving you a sign that they're not quite ready to move forward. So enjoy this video, watch it all the way through, and share this one with your team. Be a hero, because the tools that you're going to develop from this video are going to turn you into a closing powerhouse. Enjoy. In this video, I'm going to be showing you the top three closing mistakes that so many people make unconsciously and how you can avoid them. First thing is connecting with your prospect, building a relationship, and not jumping straight into business. We'll give you an example. Hey, would you like a cup of coffee? Oh, I'd love one. Hey. Taking up the kind gesture because what do you do someone. If I walk into their house and I say yes, that's an active friendship, an active relationship, and I might even compliment them to start to connect and build rapport. Beautiful kitchen, by the way. Love the backsplash. So that's the first thing that people often overlook is they'll jump right into things and then they, they go right in like they're here for business. But you can't do that. Connect on a human level, a great thing. If someone offers you something like a cup of coffee or water or beverage, always say yes, even if you don't want it, because it's a very deep connection that happens subconsciously when someone offers you a drink and you accept it because that's what friends and family do. So take a few moments to develop that rapport and connect with your prospects. Brings me to number two, and that's not drawing questions out so many new salespeople specifically, and even sales reps that are seasoned, they'll spend all this time delivering the presentation, delivering the pitch, and getting really aggressive on getting their. Their two cents out, right? But you got to slow down. Does this all make sense to you, Mr. Homeowner? Any questions for me so far? Great. Now, with everything I've covered, does everything all make sense? I know this is all new and it's a lot of information take to take in, pause every now and again because if you're not drawing those questions out, what you're doing is the opposite. You're pushing them back in. And that brings me to number three, the most important of all. And what is that? Asking directly for the business, not what do you think about it. Is this something you like? Do you like our company? Straight to the point. Is this something that you'd like our company to handle on your behalf? With everything you've heard, do you trust our company to take care of this for you? All right, any questions before we talk next steps? Are you comfortable selecting us as the contractor of choice to move forward? Yes or no? You'll see all those different examples. They're crystal clear. Yes or no. So there it is. Those are the three common mistakes that people make with closing that by becoming aware of, you can stop and fix very easily.

When I ask for the business, if we end up getting derailed with questions or with a not yet and they're thinking about it, most people do what? Leave the house so they learn the clothes. Like, well, I tried. I said, hey, you know which option's best for you? A check or direct deposit? Well, you know what? We need to think about it. And then they're like, yeah, what is it you need to think about? And then we go through conversation like, okay, cool. Well, I hope you guys have a good decision making process. See you later. Because guess what they couldn't do. Get back to do What? Close trial 2. Close trial 3. There's a fallacy in sales training. Close hard close, early close often. Why? Because if you go in for the close when someone still has questions, unconscious or conscious, you will not get the business, period. So what I want to teach you is what I call the filet mignon close. I want to tee up the close because I do not ask for the business until all the questions have been cleared. Question one, do you have any questions for me? I always ask this first. Hey, do you have any questions for me so far? Because if they do have questions and I go in for the close, I'm getting rejected, period. Number two, does this all make sense? Now I want to show you the inflection I use. Goes like this. Hey, Mr. Homeowner, do you have any questions for me so far?

No.

Excellent. Listen, I know we covered a lot. Does this all make sense? Great. Are you comfortable moving forward? Because what I've done the entire time, starting at the very beginning, is making them feel comfortable. Right? I set my mission and purpose. My mission and purpose to understand your roof and your needs. Number two, show your options. Three, help you decide what to do. Even if it's not with me throughout that. Hey, you guys comfortable? Any questions for me? All this makes sense. Excellent. Are you comfortable moving forward? The comfort, clothes. Yeah. Are you comfortable moving forward? Okay, now here's the cool part. This is a closing technique that stands on its own, like filet mignon. Because the homeowner says, not quite yet. What about our pool? How are you guys going to protect that? Hey, you know what? We're going to do X, y and Z. All that, and then I reset from the beginning.

Mr.

Homeowner, do you have any other questions for me?

No.

Excellent. Does everything make sense? Yes. Great. Now are you guys comfortable moving forward?

What if I told you that one of the secrets of closing more sales was to not care? Sounds crazy, doesn't it? Non caring. I don't care. That's how we make more sales. So what we call this, by the way, Non attachment, meaning you have no emotional attachment to the outcome. How do we do this? We sell like a doctor. So let's say you blow out your knee. You go to your doctor. The doctor says, adam, I got bad news for you. It looks like you blew out your knee. Acl, mcl, the works. The reality is you're not going to have a functioning knee unless you undergo surgery. The fact is, we're going to have to go through this. Looks like with you, we could use a cadaver part. You're going to go under the knife. It's going to be pretty painful no matter how you do it. After surgery, you're going to be in a cast. Then we're going to put you into a physical therapy routine. It'll be about eight to 12 weeks before you're out and functional again. And then about 16 weeks, you're going to be good and gold. By the way, if you do want to do the surgery, we can get you in next week. All right? So pay attention to this. What did the doctor do first? The doctor diagnosed the situation. Okay? He laid out what the facts. This is whenever I'm running private trainings, give the homeowner the facts, Then we want to explain the facts, then we want to tell stories. Okay? All right, so the doctor diagnoses, explains the facts, then the stories. Then from there, he'll prescribe the solution. All right? So what you need is this. Or you go in, you got aches and pains, you got. Here's a pill, right? But first they're going to diagnose, explain the facts, tell the stories, what you'll know about doing this as it relates to Roofing sales is that we don't talk about ourselves or the company. We explain the situation with us removed. What does this do, this non attachment? This educational sales experience builds a tremendous amount of trust because you're not inserting yourself and forcing yourself into it. Better products, better service, better warranty. We're not selling them a roof without guiding them through the process to need a roof. When we sell like a doctor, we develop a tremendous amount of trust through the facts in the stories we create all the need. The money is what comes when we start selling. Which is why I teach to overcome the deductible or price objection straight out of the gate using a level of non attachment. Next, when we use this level of non attachment, we can use very powerful words like you be the judge, hey, whether you work with me or someone else, if you turn and walk away, you will be amazed. When you have that level of non attachment and you stick to your guns and you stick to your principles, you stick to your values, you know what needs to happen to give them an amazing experience and to do business, business above board. What happens is that customer realizes something. Your confidence speaks to them because they know that you are committed to doing things right. So you can now use non attachment by not caring what the outcome is to have a higher close percentage, give a better customer experience, develop trust, establish the need, overcome the money issue and rake in those deals. So in this video, I'm going to be breaking down tie downs, the weak versus strong tie downs. When to use them and how to use them. A tie down is a micro commitment where you are getting a yes or an agreement throughout the sales process that indicates to you that that customer is following along and literally bought in and agreeing with everything you have to say. So I really want to break down the core concept. What is a tie down? How do we use it effectively? And then where do people go wrong? Where it becomes cheesy, where people feel like they're being sold and can kind of sniff through. Especially because today's modern age buyer is smarter than ever before. We're going to talk tie downs. Weak versus strong. Let's first hit the weak. These are what I'll classify as the obligatory yes. Okay, so a lot of times people will use questions like this. So you'd agree that drinking clean water is safer for your health? Oh yeah, it is. And you'd rather drink reverse osmosis water than chlorinated chemical water, right? Oh, yeah. Yeah, I would. And you'd agree that there's really no cost for your family's health and wellness, right? Oh, of course, yes. So you again, you're seeing this, this like, idiotic track of putting words in someone's mouth. They're obligatory yeses that no one could say no to such a statement. These tie down attempts throughout the sales process are incredibly weak. They insult people's intelligence and then homeowners feel it because they're like, well, why the hell are you asking me if I agree? The answer is obvious. So these weak obligatory yeses in these tie downs really just, in my opinion, are more harmful than helpful. Next, on the weak tie down, I am going to have what I'll call a statement tie down. So you see the value in how we can help you do this, right? Yes. So you see how important it is for us to be on your side through this process, Right? So those type of statement tie downs are forceful, that we are forcing our opinion. And again, you're using both the obligatory yes, you're putting words in people's mouths. And then the statement tie down is darn right forceful. So there's how I believe that tie downs are more detrimental than helpful. And now you're probably thinking, well, Adam, if you're such a wise guy, what are the best tie downs? So this is going to be a tie down where we get the homeowner to continue selling themselves. Now, what do I mean by this? I'm going to show you an example. So if I said that in a water filtration sale and I said I would love to not have to go to my fridge, instead of that tie down saying, so you'd like clean water, right? Yes. That would be the weak tie down. That's taught in the mainstream. Instead, what I'm going to do is repeat back what the customer told me in their words with a question mark or an inflection at the end. So you'd really love to drink out of the sink and not go to the fridge. Do you see that? Do you know what's going to happen? The person who hears that it's an invitation to elaborate without even thinking twice. So to wrap this up, what you need to do is listen very closely for the exciting thing, that little emotional spark that flies from the customer that they get excited about. Wait, you can handle the whole insurance process. Wait, we get a brand new warranty. Wait, we can pick a new color. Anything that gets them excited, you get to lean into, rephrase it as a question with an inflection and watch as that customer continues to sell themselves and give you more and more information that's going to help you just dial your presentation to exactly what they want. Here is how you close indecisive people. You know the customers where you just brought right up, but you just can't quite get them over the finish line. Before we get into how we're going to overcome the objections to knock people over the edge, we actually have to jump to the beginning of the sales appointment. What I'm going to teach you is a simple process of bookending and bookending, meaning how something starts and how something ends. So for this technique to be effective, I want to teach you a new little habit to open up your sales appointments. And that's by stating what I call your mission and purpose. So, Mr. Homeowner, before we get started today, my mission and purpose is three things. Number one is to understand your roof and your needs. Number two is to show you your options. And number three is to help you make a decision, even if it's not with me. Now, once we go through our presentation, in our whole spiel, let's say at this point we are right up on the edge. We have that customer that gives you the objection, I want to wait another year. The damage doesn't look like it's that bad. I don't want to file a claim, this person liked you. They were engaged in the entire presentation, and they're right up at this point. And again, the math ain't math. And they're just like something in my logical brain says, I don't need to do this. So what we need to do is just take a shift away from emotions for a minute and dive deep into logic. What we're going to do is an exercise with this homeowner called the worst case best case scenario. First, we're going to acknowledge, reassure, and overcome the objection. So, Mr. Homeowner, listen, I understand that you don't want to move forward on your claim. Sounds like in your mind, hey, the damage isn't that bad. Why would I go through this? And let's just see if we can get another year out of the roof. By the way, same applies for stolen retail. So, Mr. Homeowner, as I mentioned in the beginning, I said that my mission and purpose was to understand your roof and your needs, show your options, and again, help you make a decision, even if it's not with me. So to fulfill upon that mission and purpose, what I'd love to do with you is just outline two things. I'm going to grab a piece of paper right now, sit down with the homeowner and say let's outline the worst case scenario or all the cons and the best case scenario of doing this and all the pros. I want to hear from you where your thought process is. So now what we're going to do is go through this list line by line and address all of the worst case scenarios that the homeowner has shared with us. If they say things like, yeah, I have to buy a new roof, I can explain, hey, due to the rate increases that we've experienced in the roofing space since 2020, we're seeing rate increases from 7 to 12% per quarter, which means the price of roofing is doubling every five years. In a $15,000 roof, if you wait, one year can cost you five to $9,000 more. And interest rates are going pretty much nowhere but up. So if we do this today or sooner, you're going to end up saving five to $9,000. Would it be worth five to $9,000 for you to get another year out of your roof? And again, most people with a brain are going to say, no, I'm going to go down one by one and then move on to the pros or the best case outcome. And you feel free to add in cons first and pros. What you don't want to do is only add in the the best case scenario. You want to add some cons to them even if they didn't voice it. So you can then tackle those. And I just gave him enough of a different perspective to push him over the edge. So that's what the worst case, best case scenario is. And it's so important that you write it out with them. Make the list, don't talk through it, write it all out and address them one by one. Closing is a lot more than just tips and tricks. It's a psychological dance. Learn how to master it in this very next video.