Adam Bensman shows how roofing salespeople should handle homeowners who want multiple quotes. Instead of competing on price, focus on damage assessment with Xactimate and educate customers that roof estimates vary wildly because contractors cut corners to underbid. Most homeowners only owe their deductible on insurance claims, not the full cost.
Hey, Adam here, the roof strategist. Welcome to another video. We're going to talk about overcoming one of the biggest objections that sales guys are getting in the field. And that's exactly the objection that Julio got up here. Now, Julio bought the roof sales accelerator marketing pack. He's been using it, and he's had this one common objection, which is, I want to get other prices before making a decision. Now, this used to be a big problem for me when I was new in sales, and it stopped being a big problem when I overcame it the right way. So I want you to turn your attention here to this text message that Julio shared with me that you he got from a homeowner. And Julio follows up, okay? And this gentleman named John says, hey, Julio, I appreciate your tenacity and persistence. However, I have accepted the bid of another contractor. Thanks again. And Julio responds, But, Mr. John, you don't even give me the opportunity to give you my quote. I thought we had a good conversation. Please give me this opportunity. And John responds, thanks, but your method of bidding was just a bit too unorthodox. All my estimates were done apart from the adjuster's allowance. So I want to break this down in a couple of different ways. First and foremost is the desperation that came across in the text messages. So, Julio, super appreciate you willing to let this be a feature for this video. And we did get Julio's permission. But number one is when we follow up like that, please give me this opportunity. It sounds desperate and it really turns people off, even if you're doing a good job. But before that, and more importantly is how to overcome this objection. Now, you've seen my other video on addressing the assessment over price to break the emotional attachment to money. When we're dealing with an insurance bid from a hailstorm, we don't want to compete on price because price is a non issue. So the way that I do it is I say, hey, Mr. Mrs. Homeowner, I understand you're looking for an estimate. Any normal person would. After all, that's what you do if your car was damaged, right? You'd go and you'd get an estimate to replace your. Your bumper and the quarter panel. But when it comes to your personal property on your home, what you need to do is worry about one thing and one thing only, and that's the assessment of damage. And the reason for that, Mr. Homeowner, is the insurance estimating software that the insurance company uses. It's the same software that we use, which is called xactimate and Xactimate is updated by price per zip code every single month. So my job as an insurance restoration expert is to assess the damage of your property. So I might look up at the roof and say, okay, there's 34 square shingles and there's 600ft of drip edge and edge metal and whatever it is. And I just pull those numbers out of my butt, by the way. But whatever those numbers are, all that I do is I enter them into xactimate. And xactimate spits out the fair market value. So my job and the reason that I don't provide estimates per se is I want to go to bat for you with your insurance company by reviewing the estimate that you received and reviewing it against my assessment to get you the proper coverage. Because, believe it or not, there's more than one way to skin the cat on a roof estimate. What I might do as a contractor in order to win a job is to underbid. But that money has to come from somewhere. Maybe it's reusing some edge metal or going cheaper on pipe boot flashing. And I like to educate homeowners. By the way, a little sidebar here. That pipe boot flashing, if you're going with a cheap neoprene, might only last 10 years when you're putting a lifetime shingle on the roof. And just the cost of one repair on that roof can be $1,000. Right to go in there, show up, put a new pipe boot, remove all the shingles, and reflash it. Now, if you're a do it yourself contractor, maybe it's a couple hundred bucks. But our company, our minimum amount of repair was $1,000 or it wasn't worth our time and liability. So I want to educate if we recap the that we are not in the business of giving out quotes. We're in the business of helping you, the homeowner, get proper coverage from the insurance company based on what's damaged. And that goes on a case by case basis because bidding your roof against another roof is not apples to apples based on material installation type. What's getting reused quality of shingles. But you shouldn't care about all that because your insurance deductible, let's say it's $1,000, is all you should owe. So whether you choose me or Chuck in a truck at $4,000 less, you're still going to pay that $1,000 deductible, and the insurance is going to cover the rest. So I like to come at this objection in three ways. One, re watch that video based on breaking the emotional attachment of money so you can learn about how to position assessment over price. Number two is educating that estimating all roofs is not apples to apples. There's variances that can result in thousands of dollars of difference and that contractors have to make up for it somehow or they won't, you know, make enough money to survive. And then third is to educate them, which I've touched on in other videos, that their only obligation with an insurance claim is their deductible. No more, no less, unless there's rotten plywood or elective upgrades. So by choosing a lower price in an insurance claim, process is doing them a massive disservice. So depending on how that homeowner is really raising that question will dictate how I address the question and overcome the objection and get the sale. So Julio, thanks again for sharing this text message with us. Super helpful, not only for you, Julio, but for anyone else watching this channel learning how to overcome that very, very common objection when it comes to making sales. So thanks again for tuning in today. If you haven't done so already, check out the Roofing Sales Accelerator Marketing package. There's a link in the description. You can download it, plug in your information, click Print. You'll be using my turnkey marketing material that's been proven time and time again. Right away. Now, if you're not quite ready, you're welcome to join my email list. And to do that, you can download a free copy of my ebook, the Three Tricks to Get to the Kitchen Table and that'll get delivered to you instantly. So go ahead. There's a link in the description below. Now click Thumbs up, comment below. And don't forget to subscribe for new videos. Thanks again.
