Adam Bensman explains why being likable costs roofing sales. You need trust, not friendship. Diagnose the problem and prescribe the solution, like a doctor would, not like someone trying to be liked.
Nice guys don't win sales. But before you freak out at me in the comments below, let me explain. I know this because I was that nice guy. I was the nice guy that might be like you, that spent not 15 minutes, not 20 minutes, but sometimes even up to an hour finding common ground and connecting with the homeowners that I served, because I really believe, like, one, I should just connect with them on a human level because that's who's going to do business with them. And then the other thing that I started thinking about is, like, man, if they like me a lot, like, they can't not do business with me. But then I started to get people that would reach out. They're like, hey, man, we really appreciate you. We really liked you. Thanks for coming up. But we decided to go another direction, and I realized that I wasn't selling. I was just trying to create relationships with these people. And I was measuring my worth and my sales skills based on my ability to get complete strangers to like me. It wasn't leading to deals. So in this video, I'm going to explain to you why nice guys don't win sales. But most importantly, how you can and should be a great person, but what you need to be focused on instead, that will actually drive more business because people will trust you. There's a very big difference. Now, this video was inspired because, as you may have seen in the YouTube Community tab or by following me on Instagram or on Facebook or on LinkedIn and is I post some of the thoughts I have, and one of those was that nice guys don't win sales. I had one person say, hey, Adam, can you make a video about that? And I had another person comment, basically saying, no wonder roofing salespeople are hated so much. And when that guy said, hey, you know, this is why people are hated that much, I really wanted to do this video because I don't think they understand what I meant by a nice guy. So I'm gonna clarify that. So if you're someone that is trying to build rapport and connect and get people to like you for way too much time, this video is for you. Because you're going to be able to channel that natural passion into being a really great human, into actually closing deals. And I just have one favor to ask. Please share this video or send it to the person on your team. Who's that guy who is like me? Hey, right before we get into it, I just want to say welcome or welcome back. My name is Adam Bensman, and I'm on A mission to stomp the scum out. I do that by helping great roofing companies make an even bigger impact together. To learn more about my mission, you can click the link in the description below. All right, so nice guys, they don't win deals and I already explained why. So what do we do instead? What we need to do is start thinking about sales from a more realistic perspective. I'll give you an example. Do you have a friend of yours that you really like? Like they're best bud? Usually these are the folks that have been with you like through thick and thin. They're your friends from childhood and, and imagine those folks that you're friends with and you're going out of town and you either have a child or maybe a pet, like a dog that needs to be taken care of. Do you ever have those friends that you're like, man, I love you, but I would not trust you to take care of my kid or my dog. So now you're seeing the difference because we all have that person in life that we really like, but we may not necessarily trust. So I wanted to share this as an example with you so you can start differentiating because between liking people and trusting them. Because I know the age old saying people buy from people they know like and trust. But liking has been put on this pedestal that's not realistic. What is realistic is that trust is more important. Here's another example. If you needed a life saving brain surgery, who would you rather hire? The young person that just graduated from school but you really like? Cause you both love golfing, you love boating, and you love hunting. Or do you hire the guy that has been doing this for 20 years, is teaching people how to do brain surgery and you don't really like him that much. Okay, naturally, if you have any logic in your brain, you're going to say, I'm going to choose the guy who's been doing this for decades and is teaching people how to do the life saving brain surgery. Because when we have a problem, we go to who we trust will be the best solution for us, not who we like. The same goes with our friends that we like but wouldn't trust to watch our dog. The same goes for the brain surgeon we hire. The one that we trust is going to do a great job, not the one that we like. So our homeowners and the people that we serve are choosing you based on their trust in your capabilities to solve their problem. So this isn't to say that you shouldn't be a nice guy and it is not to say that you should be a pushy salesperson. What this is to say is that you need to emphasize selling as an expert. Or better yet, as Sabri Subhi says it in his book sell Like Crazy, he goes, sell like a doctor. So if you're a doctor, imagine this. A patient comes to see you and says, I don't feel well. And you go, oh, well, guess what? I got a new antibiotic prescription, I got a new painkiller prescription, and I have a new antiviral prescription. Like, I'm going to throw all these at you. No, the doctor's job is like, oh, you don't feel well? Tell me more. Because what does the doctor have to do? First, they have to diagnose your problem and the ability for them to treat the problem. They could have all the best treatments in the world, but if they have no diagnosis, they cannot help you. So a doctor is going to spend their time diagnosing the problem before he or she grabs from their arsenal or toolbox of different prescriptions or treatment plans to then give to the patient or you. So when we in roofing sales serve our homeowners, stop spending so much time trying to be liked and build rapport. Yes, it's important for them to like you, but not as important as it is for you to sell like a doctor by understanding their roof and their needs and then prescribing the right solution. So they look to you as the trusted expert who can solve the problem. And this, my friend, is. Is why people don't close sales when they focus on being liked. So share this video with the person on your team who does that. By the way, it used to be me. I know you have one on your team. Every team has one. What I want you to do next is jump into this video because it's going to teach you how to pitch to all the different scenarios that your homeowners are going to be in, whether it's storm or retail. So you can start selling like a doctor. And hey, by the way, if you want more videos like this, jump into my free training center. There's no catch. I'll see you in the next one.
