Synthetic Underlayment? How to Explain or (Upsell) for Every Roof

I've been getting this question a lot, Adam, what kind of products can we upsell? Now this is especially relevant if you're selling roofs. It doesn't matter if it's storm or retail, you have an opportunity to upsell or provide more value. And there's one thing I want to be crystal clear here, that when we are upselling homeowners, this must be an upsell with value, not just trying to take money. Remember this, it's all about smashing your income goals and giving that customer an amazing experience that they deserve. And as that homeowner does the roof, it is your obligation, in my opinion, to lay out the additional options for them to get what they want because they can always say no. So this video is specifically about upselling synthetic underlayment. But some other options for you on the upsell front would be warranties, ventilation ridge cap, Designer Shingles, Class 4 Shingles and the like. Now I want to be focusing on synthetic underlayment because this is an easy add on essentially no matter what, in using what I'm about to share with you is going to help you make this a standard offer. And quite frankly, with the rare exception of those homeowners who are incredibly budget minded, who have a very difficult time paying for this. If you're offering financing, if you're in retail or on a storm claim, if you have certain ACV items or any cash to play with, so to speak, synthetic underlayment is a great place to channel that extra money. And the last thing I want to share with you for my, for my guys and gals out there who are doing storm damage claims, I had a homeowner tell me once because they saw this, they said, the Lord giveth, the Lord taketh away. And they were joking. And here's what I did. I sat down with them on their scope and I said, alright, I know that we've got some actual cash value items. It was like fence post caps to paint, paint and stain and deck. We had a few window wraps, it was really minor and I said, you can do this or you don't need to. And I showed them the value of all these items that they didn't necessarily need to do. And I said, you know, so this money can go back or we can allocate this money towards these upgrades. So essentially it's a free upgrade in their mind because we've, we've taken this kitty or pool of money to feed this premium upgrade without any out of pocket expense and it's a fantastic way to provide other value upsell increase your commissions and give them an even better or superior product. So let's jump in. Hey, welcome back. My name is Adam Bensman, the roof strategist. Welcome. If you're new and everything I do here on the channel again is designed to help you smash your income goals and give customers an incredible experience. And if you haven't yet done it, I'd love to get one thing in your hands, and that's my Pitchforka Pro roofing sales training video library. It's a great tool for newbies, it's a great tool for seasoned veterans looking to sharpen their skill sets, and it's a fantastic tool for owners and managers using it to train up your team. Updates are coming to this soon, so enter your name and email. I'll send you a copy. We update it bi weekly and you'll get the link to the most. Excuse me, the latest version. So do save that link when you get it. Now let's get over to upselling synthetic underlayment. This is stupid simple. And I explained this to a couple folks at Roofcon and they go, hey, I didn't even realize that. So here's how we do it. Analogies, by the way, work very, very well. So, Mr. Homeowner, I want you to think of this for an example. Let's say you're out for a nice walk and it starts raining. Let's say you didn't have a rain jacket, so you put on a garbage bag or one of those cheapy ponchos that you see handed out at ball games. Now, those ponchos, especially if it's warm out, they're going to do an incredible job at shedding water, right? So you put on that poncho. Here's my beautiful poncho. Look at this. This is their head sticking up and they got their arms popping out the bottom because they're wearing this poncho. So as it rains, this is my beautiful rain. You can tell that my art degree has come to pay off. It's going to do an incredible job at shedding the water. No one is going to argue this, but what about all of the moisture that you are creating from your body heat that's trapped in here trying to get out and then it causes what all of that to get trapped. We get hot, we get sweaty, we get stinky. But it's going to do an effective job of shedding water. Now, traditional roofing felt, Mr. Homeowner is going to do the same thing. It is an oil based paper that's going to keep Everything sealed out, but also sealed in. So instead of having a poncho on, I want you to think of synthetic felt like a high performance jacket. A jacket that an athlete or a runner is going to wear that has a breathable membrane, advanced technology that, that instead of forcing you to sit there and sweat your keister off and trapping all that moisture, it's going to perform at a really high level by allowing that moisture to be shedded off as it comes down, but also give your body heat a path to escape. So it is a breathable membrane. Now that's why we provide you the option to upgrade. Will normal felt do the trick? Of course, it's been used for years and will continue to get. But if you're looking to level up that system and provide a breathable membrane, which by the way, houses do need to breathe, then a synthetic felt is just like a high performance jacket for your home and Mr. Homeowner for just. And then you can explain that upgrade cost. You can upgrade from that rain jacket, excuse me, the poncho or garbage bag, so to speak, to a breathable membrane such as synthetic felt. So there you have it. A very stupid, simple way to explain the breathability of a synthetic membrane and how it provides value to that homeowner by using an analogy that they're going to make and understand. And you know what else? They're going to feel it. And people buy on feelings when I make it about them. Thinking about running around in a garbage bag because that stuff is no fun. You don't want to do it. We've all had to do it and it's not pleasant. So that's all I have for you on this video. And I have plenty of more coming soon. Remember, I'm listening. Drop a comment right now. Let me know what else do you need help selling? What upgrades do you need help selling? How can you make even more? It's going to inspire another video. So drop a comment below, share it with me and it'll inspire another video. And just because our time here is about to wrap up doesn't mean your and my time needs to. So if you haven't yet done it, click here for a video that I think you're really going to like. Or click right here to download a free copy of my pitch like a pro roofing sales training video library and get that link to get the most up to date version. We update it every two weeks and I will see you on the next one.