3 Tools Every Roofing Contractor Needs to Close More Deals

I want to show you how to double your sales in 45 days. I just want to show you how we did it. It's through these consistent practices. How do customers find you? For the most part, they're going to Google roofers in Georgia or roofing company near me, and then they're going to go to Google and they're going to see some reviews. And pretty much everybody's 4.5 stars are better. Remember, same shingles installed the same way by the same people using the same tools in more or less the same amount of time for more or less the same price. And now how do they pick? The reason I know this works is because this is a screenshot of a landing page that we used to use to sell a sumo quote build that cost $24,000. And we guaranteed to double your closing rate or double your sales in 45 days or we'd pay you back 110% of your money. This one has been something I have literally gambled on. Did like the education that I'm giving you today. I have gambled my personal income on the information about to give you. I've had to actually put my own ass on the line for this advice to work. So I know it will work because I've never had to pay. I've never had how to say don't write checks your ass can't cash or whatever like that. You know what I mean? I've never had to cash that check. So I'm very excited to give this to you guys. This has previously always been kind of gated behind a product that you would buy. And so we've been doing it for a long time. We built a lot of sumo quotes. We serviced a lot of roofing companies in other ways as well. But we've been doing this for a long time. And over the years we've collected of some reviews. I don't care. I don't know how many it's going to take for you to like trust it, but there's a lot. So the point is that I know this works because we put used to bet my ass on it, right? And it all came to me because of when my wife got her teeth done. My wife had 98% perfect teeth, but yet she still wanted to get to that extra 2%. So she bought these Invisalign things and when she got the Invisalign, she went in for her appointment and then all they did was say, yep, you're a candidate. And so then he send her this box and she gets all these like 14 little molds. And they send her this little thing and a whole bunch of trays and some paper. And how she basically does it, she downloads an app, she puts this thing on her. Her phone in here, puts this thing in her mouth, and then it tells her to slide the phone back and forth and it takes these pictures of her teeth every, like, couple of days. And then she can watch her teeth change. And it was something that she was obsessed with. And I thought, wow, that's really impressive. Dentist literally has to do nothing. The app does all the work for them, gives them the data. And then based on the data, this software would analyze her teeth and then give her the next 14 molds, according to some computer 3D printed digital wizardry. And would give way better than going into the dentist, having these ugly braces on your teeth. And then every six weeks you have to go in there and they're going to tighten these rubber bands down and all this kind of stuff. It was just a completely different experience. And I thought, man, we need to have something more like this in roofing. Like, this is what roofers need to see is, like, how technology can improve the business. And we've done that because data is how you improve. And I'll give you a good example. This is a client of ours from care of the Carolinas, and they had two locations and they were trying to figure out, you know, where they should go. And so I blurred out the zip codes, but we used data, right? And so first, remember, we had to test it against a control, any variable. The control was the experience. This experience I'm about to teach you today. So we nailed the experience and everybody was following the process and doing the experience, right? Then what we had to do was say, okay, we took all their jobs, but sorted them by zip code, only chose jobs that had more than 10 deals that had closed and been paid. So these are real deals where money was exchanged and we sorted it by the average dollars per square. And so what we have here is we have a measurement of the engagement from the customer and the activity count of the sales reps. This is a measurement in the CRM to say how much, how many times did the customer engage and how much effort did we put in? This is the count of deals in the market, and this is the average number of squares on those deals. And what we found was that they had some markets where they're doing $745 a square. It was taking 77 points of engagement and 62 points of effort for a 33 square roof, right? But then we noticed that there was other markets where we're getting 575A square. It was taking way more. Like the customer was having to engage way more, the sales was having to engage way more. And we were getting, and we were getting a 24 square roof. And so what we thought was, why are we not sending more advertising into this market where we're getting having to do less work to get way more money per square for more squares. And so that ended up becoming their third office and one of their most profitable locations. But first we had to have a control which was what are we doing in these markets? Because otherwise you think, well, you know that Timmy's area and Timmy does his thing differently and Timmy's the best. And so we have to try and train like Timmy, right? It would be meaningful, useless data. What I'm trying to get through is that one, we need an experience that is awesome, that could be remarked upon. And two, we needed to have a consistent, a consistent control, right? And so one of the things there was that we established an educational marketing method. I'm not going to spend a bunch of time here. But you know, we wanted to have something that, that conditioned our customers to take an education based approach, right? And then what that ended up doing was just k saying okay, we're getting leads, right? We got leads. The first step to being really good was being fast, right. Having our response time be quick. That's the first step to a good experience is get a really good response time, right? So they got their response time down to 3.7 minutes, right. And we're going to get into the actual sales stuff. But these are some like basic, you know, back to the basics type things that set the sales up for success. We need control, right. Variable is the customers, the market, the areas, right. And that we want to have some good back to the basic stuff, right. The second thing was having a really good lead intake, right. Having a controlled lead intake process that didn't make us sound like receptionists. We wanted to have an elite intake process that demonstrated competence so that the customer was taken out of the market. And so what I mean by that is how do customers find you? Right. For the most part, right. They're going to Google roofers in Georgia, right. Or roofing company near me, right. And then they're going to go to Google and they're going to see some reviews and everybody pre screens their customers before they ask for reviews. So pretty much everybody's 4.5 stars or better. Remember, same shingles installed the same way by the same people, using the same tools in more or less the same amount of time for more or less the same price. And everybody has 4.5 stars or better on Google, right? So now how do they pick? Right? So then they click on your website, they go to your website and they look through some stuff maybe. Or they click to call and then someone picks up the phone and does a three minute lead and take, hi, what's your name, your phone number, email, what's the problem? Got it. Okay, we can have a sales guy out to you. Maybe they book an appointment there. They don't. And they hang up the phone and now the customer goes, all right, I got one. Back, back. They hit the back button on their browser twice and they're back at their search. They go to the next company that they'd like and they perform the same thing all over again, right? And so you haven't taken your customer out of the market. So what we found out was that if that our close rate went up if we took customers out of the market by having a more in depth lead intake process that asked them questions, that explain things checked out, you know, ask them about, do you have WI fi at your house? Do I have the right house on Google, like when I look at your house, it looks like it's a white house with blue trim. Is that the one? And they go, oh no, Google always like, I'm staying in a house right now. I'm staying in a house right now. Where when you use Google it takes you down a back alley. And the back alley it leads you to the destination, the backyard. And so you don't know if you're in front of the right house. And my sister in law who owns this house says like, yeah, the same thing happens with Uber Eats and everything like that, right? And so it's really annoying, right, that you know, they always have to explain this to the UberEats driver. They would also have to explain this to your sales rep. So, and this is not a rare occurrence. This happens all the time in the lead intake playbook that we put in our clients builds. We did this because the very first customer we rolled it out for had this problem on the very first address that we got from a Customer, right, is 253 Hu Place. It was in Hawaii, right? And so we instituted this, this check, right? And so what happens is the customer goes, oh, like these, these ones are legit, like, and they just spent 11 minutes on the phone. So then what do they do? They just Go. Yeah, honey, I called the roofers, right? And they take. You have higher likelihood of taking them out of the market. The second thing that we have to do is make sure that we put things in place to make sure we show up on time, right? So again, this isn't back to the basic stuff. So you can either do routing in Google Maps, you can use a field service tool like arrive, but you need to try and say, okay, how do we create a control, right? To say, all right, we need to make sure that we're always on time. So if we were opening up this other location, where do we go and how do we make sure that we're getting everybody there on time? The next thing that was very successful was having a what to expect video. Now all of this is pre sale, right? And this is stuff that, yes, takes work, right? Like, all right, so this is it. Now what I want you guys to do is watch for the similarities in the two videos.

Hi, I'm Joe, an inspector with Oberg Roofing and Remodeling. Here's what you can expect on your free roof inspection today. First I'm going to get up and take a look at your roof. See the overall condition of the roofing system, see if there's any storm related damages or anything else you need to worry about. And yeah, should take about 15 minutes. As a roofing expert, it's my goal to provide an in depth, unbiased inspection to your roof condition. During the inspection, I'll be putting together a picture report so you can see the areas of concern on your roof. When I come down, I'll review my pictures with you and we will discuss the best proposal for your home. At this time, I will review your color options or any other upgrades you might choose for your roofing system. We understand that the roof is an important investment. Together we can explore what meets your needs and budget to protect what matters most, your family. Better customer service, better installation, better warranty. That's the Oberg way.

So that's video one right now video two, watch for the similarities. All right, because there's a script to this. There's a set of shots that you can just replicate. This is all the stuff that creates the experience prior to it.

Hi, my name is Jimmy with Roofing usa and this way you can inspect with your free roof inspection. First I'm going to go on the roof and check for any storm related damages and check the roofing system. Should only take me about 30 to 40 minutes. As a roofing specialist, it is my job to Provide you with the in depth, unbiased roof inspection. During the inspection, I will be putting together a picture report so you can see any areas of concern on your roof. When I come down, I review my pictures with you and we will discuss the best proposal for your home. At this time, I'll review your color options or any other items you need included on your roofing system. We understand that buying a roof is an important investment. Together we could go over what meets your needs and budget to help protect what matters most. Your family life is hard enough without having to worry about a roof over your head. With Roofing USA we make it easier there.

The reason these videos work is these goes out, these go out in the email as soon as the appointment is booked. So the whole idea is that you get a personalized video. So each of these videos is the sales rep. All right, so does that mean you have to invest in catching eight of these shots? You're right. You would once a month go have a roof your the owner's roof, a friend's roof, something like that. The place where you record what to expect videos. Or maybe it's one of their friends first inspections. Right. It's a quick little video that you record and there's just some specific things that they say, some specific script. We have a few modifications, but the idea is that when a customer books an inspection with you, their sales rep. Now we years ago this was just a picture and then it was a picture with some fun facts and then it turned into video. Right? But the premise of it was to say that you want when your rep shows up at their door for the customer to already have had a chance to know who they are, to understand their voice, their personality, what they're like. So they feel familiar with this person. And so that's what creates kind of the magic of it right now these videos here were just some of the videos that we recorded when we went on site. But there's just a specific script to doing it. Now I want to get into what actually happens on site. All right, how do we actually create results on site? Many of you have probably seen or heard or seen ads about our company cam guide. I would encourage you all to get the companycam guide sent to you or go on our website. You can download it there, but get this companycam guide because it's a lot. So one of our teammates should be also be able to help you send it. But we want to talk about a few things in there. One of them is a checklist creating a consistent experience all the time from the photos so that you're taking the same photos in the same order every time. So we have all these checklists already Pre built in CompanyCam. You can download them for free. If you don't know how to get to the Company Cam checklists, save that question for the end, put it in the Q and A, and I will show you guys how to add checklists at the end. But this is such a big factor is having a checklist, because it also makes it so the photos are in the same order. It makes it faster and more efficient for everybody on your team if you're taking the same photos in the same order. And it also choreographs the conversation with the customer as you're doing your picture presentation, which we're going to get to. I also would encourage everybody to start recording a walkthrough video. And I'd say that I encourage it because when I used to go on site, I would teach this process. I would actually fly out there and I would. So this is October 17, 2019, 2019. They're me teaching people how to use video in the sales process. Because when Covid happened, interesting thing, all of a sudden, we had been doing this process with a tool called Bombbomb years ago, and then we had loom after that. And then now we have Vidyard. But, you know, we used a video tool. And now you have it in Company Cam. It's included. You have literally walkthrough mode in Company Cam to record and send videos to your customers. And when covet happened, all these roofing companies are having this problem. Now we can't meet our customers. How do we sell? You know what I mean? We can't do it. And this is where I flew around the country at first, just helping people do this. And the idea was, how do we sell like a doctor? You'll see that part in the Company Cam guide is how to sell roofs like a doctor. And this isn't something that I made up. I was teaching this, and then I remember going to the roofing process conference and Rodney Webb got up on stage and talked about selling like a doctor using the same stuff I was teaching. And I was like, oh, someone else who's talking the same thing. This is perfect. Because now there's confirmation bias that somebody cooler than me is talking about it. So everything that we do with Company Cam is built around the premise of selling a roof like a doctor. Right. And so you'll see more about it in the Company Cam guide. But one of the things That I said that everybody had to do to qualify for that $24,000, 110% money back guarantee. They had to do a roof walkthrough video every single, single time. Not some of the time. Every time time. So if I didn't see it, boom, guaranteed, completely omitted. I'm off the hook. You have to do it. So guess what owners did. They're like, look, if we don't get the result, I don't get my guarantee. I just dropped $24,000 on teaching you guys how to use Sumo quote to double our closing rate. You guys got to do this every time. So we forced the owners into making their people adopt it. The other thing that we said had to happen every time is we had to have annotated photos all the time. Because annotated photos tell the story about the roof. It's not enough to just take a picture of the exposed nail, but to draw a circle and point an arrow. Does it take more time? Yes. It also takes more time doing more estimates to make the same money. So let's just sell more of the roofs that we're estimating. How does that sound? Right. So this is what I like to do. And I made sure that you had to annotate your photos. If you took a picture of something, you had to have edit mode on company cam. And so in the company cam guide, it'll teach you how to use edit mode and make sure edit mode's turned on on all your team's phones so that when they take a picture, it prompts them to now edit the photo and they annotate it because the customer does not know what they're looking at in the cell. Like a doctor thing. We use the example that if a doctor was to hold up your X ray and say, this is what's wrong with your knee. You need surgery. You would feel less confident than if that doctor showed up and started drawing circles and lines and arrows and stuff like that, saying, this is what's wrong with your knee. See, this, this, this. We have to do this, this to fix that and make sure this doesn't happen again. You immediately trust the doctor more because they make you feel confident and competent. And a homeowner who is confident and competent in their ability to make a decision will make a decision. And that's your goal in sales, is to actually care about solving the problem. Right? And so the whole idea is that we have to make sure that we do this right. And so my thing is that I end up doing these trainings with the Teams. And what I need to do is make sure that they implement this in their business so that they get it right, so that they actually have this right. That makes sense to everybody. So that's my big thing. The other thing is that. So what I want to do right now is walk you guys through this and say, okay, if you had this picture, right, and you sent. You had this picture in company camp, what do you think? Put it in the chat. What do you think is being talked about when I take this picture? Like, what does the homeowner need to know about this? So these arrows are just here as, like, hypothetical examples, but put in the chat what you think, right? Is being talked about here. So I have possible sources of water infiltration. We have rain diverter and pipe boot. Install new rain diverter or gutters, new premium pipe boots, ice and water shield. I think that, yes, there's a good conversation to be had. If I was trying to sell a gutter upgrade, I would probably be talking about how you don't need this stupid little metal panel here, right? That you should probably have gutters on the back of this house get installed. This would be priming me for my gutter upgrade. But you're right. I mean, I've even had people bring up, apparently, the flashing not being right. They could tell from the picture because I've done this webinar before and they say, oh, it's the flashing. And I'm like, how would a homeowner know that? Right. Drip edge, same thing. How would a homeowner know that? If you don't annotate and write on the photo and sure, you know, your sales guy's excuse would be, oh, well, I told the homeowner that when I was flipping through the pictures. Great. Why didn't they buy? Well, you said he had to talk to his wife. Do you think he's going to remember to tell that to his wife? That would be my. My question in the sales training. Right? Would be, so do you think you're what that he can adequately explain to his wife, or do you think she can adequately explain to her husband what you were talking about here? Because you just went through and taught her 10 years of roofing experience in 30 minutes. Do you think she remembered every word you said? If you didn't get that, then it's like, what are you trying to ultimately create here? Right? You're trying to create a sales experience that customers will buy every time. Then I want you guys to talk about this picture. So what are we showing in this picture? Is I guess I kind of gave it away. But the problem with this picture, right, Is that I don't. If I'm a homeowner, I'm immediately looking at this monstrosity right here. But maybe as a sales rep, I was actually trying to talk about these two, what appears like storm damage impacts. So am I talking about this wacky thing over here, right, where it appears to be diverting water away from the wall, Right. Am I talking about what needs to be done in here? Am I talking about both? Right. We need to make sure that we annotate these photos in a way that a homeowner will understand it and be able to explain to his wife. Right? Because now that I'm looking at this picture, it could also be a further demonstration of the gutters because I imagine if there's another picture in here, it's probably going to be a picture showing a water line damage along where this, where this roof flat line is dripping onto the roof and dripping on the roof causing damage. If I was to guess, there's probably a line along here and a line along here showing the water dripping down and damaging the roof below, right? So that's a big thing. But the whole idea is to give a, to give it a. Creating more informed, confident, competent customer. The first thing we do is walk through the roof with the customer. So we've done our roof walkthrough video, right? We've done what we would say we would do in the what to Expect video. We understood the problems due to a really good lead intake process. Now we have to get to selling and we, we, we want to show you guys today how to create a better sales experience. This is what I would talk about for seven weekly trainings, right? When I'm doing this with these 2x build customers is I would meet every week and I would just beat them and beat them and beat them and beat them and get them to practice drill and role play. The whole thing is really just teaching sales management. It's just teaching people how to be better sales managers by saying, this is what you should be looking for and this is what you should be training to. And this is what you should be role playing. And I would beat them and beat them and beat them for seven for, for seven weeks, right? And then this would be instituted and watch what happens. Sales goes up. It's wild, right? Salespeople might quit, right, because they don't want to work that hard. But if they don't want to work that hard, then why do you want them working for you get let them go work for your competition and bring somebody in who will. Right. So one of the first steps of the Better Sales experience is an introduction from the owner page, right? So you can do this in Rufar Hover Sumo Quote PDF, engage whatever you want, right? But we would talk about what makes this company special. The goal of the what to. Sorry, the introduction from the owner page is not to make it so the customer understands you, but so that the customer feels understood by you that they would want the invisible hand of capitalism to make you win. So this is. You don't read this thing to your customer. You just tell your customer about it and introduce the fact that there's an owner at this company who cares. And you maybe mention a few points on the page. We usually try and make a few of the words pop out so that as the sales rep is demonstrating this page, this, they know a few things that they can bring up, right? So talking about payments, talking about why they named the company Revival, that they want to do, right. The first time around, they have 15 years of experience, right. And that they want to protect you and your investment, and they're here to serve you, right? Because this is actually a very Christian company. This guy actually takes the money and goes down south and actually uses the profits in South America to do what he feels is good work. Right? Another one right here is explaining something from a larger company perspective. So Hoffman Weber, part of the Omnia private equity group, same idea, right? Explaining their core values, their mission statement, their story. And this one actually has a clickable video on it, right? So that afterwards the customer could go watch that introduction from the owner video about their story. So this is step one. Step two is that what we have to do is show people that there's a comparison between contractors. Because again, on the surface, you're selling the same shingles installed the same way by the same people, using the same tools and more or less the same amount of time for the same. More or less the same price. There's no Louis Vuitton asphalt shingle roofer that's charging 10 times the price. Because you found a way to do the Ruth Chris Steak Experience, and you have models and dresses installing the roof. Like there isn't that like Ruth Chris Steak Experience or Louis Vuitton product of asphalt shingle roofs? Yes. Like you could do Da Vinci roof tiles, but now you're not installing the same shingles installed the same way by the same people using the same tools. Like you're installing a different product. But when you're just walking out there comparing, like roof, roof type, there's not much difference. So then if we're doing that, we have to show the unique differentiating points about your company against the typical contractor. And so creating this comparison, there's a psychological thing that happens to the home. The homeowner when they read something like this, they see big things, color, logo, all this kind of stuff, and black and boring. See, this is color, logo, black and boring, right? So psychologically, without even reading it, the customer goes, oh, there's like more checkboxes on this side than this side. There's things that I didn't know. I felt all roofing companies were kind of the same. I didn't know what was different. And you start programming your customers to ask certain questions where you know you might be the winner, right? And so you want to try and coach your customer how to buy. And so there's some elements on here, like social proof, right? Like saying, trust badges, right? You're, you know, it's all branded to you. So this is stuff that's like on brand with your build, with your customers, right? The next thing is making the price malleable. And so when I get in this, I want to explain, like if you go to, if you go to ford.com and you look up a Ford F150 and then you pick the Limited, which is the top of the line truck, right? And then you click build it and price, right? So you can find out what the payments are. Every roofer at some point in his life has done something like this. You get to that point where you're making a little bit of money and they want to know, can I afford that truck? Right? So put a 1 in the chat if you've done this, all right? Because I want to make sure that when I'm explaining this, this is relevant. Have you ever gone to the, to the website of the company of your dreams and build and price the truck that you want before you went and bought it? You didn't just walk into the dealership. You actually went to the can I afford this? Like, is this what I can get? All right, so I got some ones in the chat. I appreciate the engagement. Now what happened when you hit building price? Did you go straight to the price or did you go through three pages of options and upgrades? All rubber floor mats, tonneau covers full of the platinum ultimate package, right? Like when you buy a Denali Yukon, it's not a Denali Yukon. Then there's a Denali ultimate which comes with the Big ski, the big sky, like the full moon roof that goes to the back. And then you also have the catback exhaust upgrade. Like the price, you have to, like, go through two or three pages of optional upgrades that makes the price malleable. Now, the price is not the same for everybody who ever bought a Yukon Denali. Then you go to the dealership and they find out that they only have three in stock. And it doesn't have the. The second row bucket seats and it doesn't have the cat back exhaust. But all your research now goes out the window, right? Because they don't have the exact one that you want. And there's a point in time in your life where you don't get to be that picky. You're not going to do a factory order. You're going to buy something in stock. And I'll tell you, that's how car dealerships make sure they make money is by making sure that the price remains malleable, right? And the other funny thing about when people buy things is they want to tell a story about themselves. So we'll do a little experiment, okay? Put a 1 in the chat if you have an Apple phone. So you use Apple products, you have an Apple phone. Put a 2 in the chat if you have an Android phone and you think you're smarter than all the Apple people or if you just have an Android phone, okay? But we as Apple people all have Android friends who blow up the group chat with their green bubble. But they all tell us how they've had that feature on their phone for years, right? But yet most of the room, right, has put a 1 in the chat. In fact, everybody in the room has put a one in the chat. So y' all have iPhones. There's a reason that you chose an iPhone. There's a story that you tell about yourself. I don't care about all that customization. I just want my phone to work or it connects to all my other shit. I like that it works with my MacBook and everything else, right? Android, you can do all that. And you got Spotify and you can do Google Home and. And it's. Plus it's got this other feature that iPhone won't have for two years, right? But you tell a story about yourself when you buy a challenger SRT8. You're telling a different story about yourself than if you buy a Tesla Model S, right? Most they're more or less the same price, but you're telling a different story about yourself. And this is an experience that we want to give our customers because it makes the price malleable and it lets them tell a story about themselves. So this is one of the upgrades that we've helped generate. Now this one we did for another company first. This wasn't the first time we did this, but we started, we had a company, roofing company, wanted to get into solar because solar was booming and every roofer was thinking that they got to get into solar. And so this client of ours, not this company specifically, but another one that had the same page, they wanted to get the first access to the GAF Timberline solar product, that shingle that you can nail to the roof that has solar. GAF said, well, we have to do the energy and procurement and the contracting and the permitting and stuff. We have to do that through GAF Energy. If we're going to open up a GF Energy office in your market, we want to know first that you can sell solar because you haven't really sold much of it yet. So what we want you to do is you have to actually sell and thus buy $330,000 worth of Deco tech, which is their older program, right? The, the deck mounted solar that was like roof integrated. You didn't have to shingle under it, right? It's all kind of like a skylight and it flashing around it. So they had to prove they could sell that first. So we thought, well, how many panels does a roof on average like pretty much always fit, right? 12 panels was kind of a good mix of like enough panels to make some monthly savings and prove some value. But it was not too many panels that pretty much anybody could pick that as an upgrade. So we had an $18,000 12 panel upgrade that we put on sumo quotes and you would not believe how many people check a box for an $18,000 upgrade. This company sold $1,000,000 worth of solar in 90 days and thus bought 300 some thousand dollars worth of that deco tech panel. But in their first 90 days of selling solar, they sold $1 million worth of solar. And, and so much of it came from people checking the box. And then when they checked that box they said, well actually, you know, we did some looking at your roof, you could fit more panels, what's your power bill, blah blah, blah, blah blah. That means they do it. And then, oh, you could do a full offset for 22 panels and they would upgrade from there. But they were getting $18,000 upgrades from would you like fries with that? But it was just, would you like solar with that? So one of the biggest points in making the price malleable is letting a customer tell a story about themselves that they're interested in solar and they want to do that. Another thing is making it so that you get paid for the stuff you do. So a quick survey of the room. How many people in the room are using CompanyCam? So put a one in the chat. Actually put three, because I already have a bunch of ones. Put a three in the chat. If you're using CompanyCam, whole room's using CompanyCam. It's like 90% market share. Those guys were smart, right? Luke? Good job. Right now, put a 4 in the chat if you're sending the customer the timeline link. Put a 4 in the chat if you're sending the customer the timeline link, that allows them to follow along with the roof install. Not quite as big of a blast of the fours, but that's okay. Some of you are. Okay, now put for the people who answered, four. All right, how much are you charging your customers for company Cam? Like, what do you put on your estimate for company cam? So just put that dollar amount in the chat, all right? Nobody's charging for it. Okay, no problem. So what do we know about selling? All right, what we know about selling is that to create a customer surplus, so to create an excess of customers, the value has to be in excess of price, right? So why did Netflix win? Because in a world of 3.99 movie rentals where you get $3 in late fees and a $5 rewind charge if you didn't back in the tape days and DVDs eliminated that, but you, in that world of $3.99 to rent one movie, plus late charges, Netflix would send you DVDs in the mail and then eventually started streaming, right? And for $9, you got unlimited movies, right? You could download, stream any one of them anytime, from your computer to your television, whatever you wanted for nine bucks. The value was so far in excess of the price that they got a customer surplus. And Blockbuster tried to create their own Blockbuster version of it, but never caught up and ultimately went bankrupt. And that's the example that everybody uses when we're talking about value and price. But it is true with every single transaction. This is the beauty of capitalism, is it's the only place, it's the only system, right, where both people walk away with a win because you voluntarily exchange money for goods and services, right? And so if you're trying to sell a roof, you have to make it so that the value that you are presenting is far in excess of price. So that the customer will buy more often if they feel confident and competent in their ability to do so and they believe you and you've transferred that, you've transferred that positive emotion across that bridge of trust. If all the other things are right in your sales experience, if the value is an excessive price, you win every time. And so how do we create a value that's excessive price in a world where we're installing the same shingles, installed the same way, using the same tools, with the same people in the same amount of time for more or less the same price? Like you're all fighting over 10, 15% max. Like, how do we do that? Well, one thing is, you're right, you're not going to charge your customers for Company Cam, but you have to show your customers that you are using it. If you go look up roofing Google Reviews, right? If you look up roofing Google Reviews and you copy, you go all the way to the bottom, you select all copy paste and chatgpt and say, what are the most common sentiments of all this company's Google Reviews? Something about informed communication kept me in the loop. Something like that is one of the most common statements referenced in Google Reviews. If it's not just a five star and they actually write something, that communication is one of the things. So if we're using CompanyCam to keep a customer in the loop, we have to communicate that in a way that the customer can understand. And so one of the hero pages that we make sure is in any customer that's using CompanyCam and sending the timeline link. And we encourage everybody to do it because I'll tell you something, they do not care that that much about the fact that your guy wasn't wearing fall arrest. And they don't know. They don't know even what they're looking at in most cases. But what we do is we take this page. As you know, if you use Company Cam, this is not what Company Cam looks like. It is an oversimplified version of Company Cam. But what we do is we take a common house for that market and then we chop that picture up into a bunch of little pieces and then we draw fake little arrows on it. So customers, when they look at this, they go, oh, I get it. They're using this tool thing called Company Cam to keep me in the loop. So I get real time project tracking. So now when your sales rep explains this, the value has gone up, but there's no price attached to it. It's just something that they have to experience. Then if you're using something like the equipters, right? So we talk about this with Eustace Roofing, right? We talk about this and we show the customer. This is what Susie, again, if I was to call up Jason Reisman, say, hey, how much do you charge your customers to use the equipter? He goes, nothing. In fact, it saves us money. It's like the reason we make the net profits in the 20s is because we have in house labor and we use the equipter to make them more efficient. This is one of the reasons we're so profitable. So of course they don't trust charge their customer for it. It's something actually makes them more profit. But guess what, you can also have something that one saves you money, makes you more profit, and increases the value in the perceived perception of the customer, right? We kind of do this with everything, right? With the financing, right? This guy, they actually have a guy with a magnet. Well, not magnet, sorry, a metal detector. So they use the magnet rake and a metal detector. So this is something unique to this company, right? Is catch. All right? And this actually white label this in many cases. So we actually like white label. Like the. They have their own name for the. For their metal detector. And they have their own name. Like, we've called it the Patriot protection system, the Rhino Skin. Like, we've given the Catch all kinds of funky names over the years. Because again, no homeowner is going to say, hey, do you have the Patriot protection system? Right? Because the other companies can say, no. What's that? And it's like, oh, it's this thing they use to protect the property. And the roofing sales guy's like, ah, I don't know. We put tarps down. Oh, we don't have a Patriot protection system. No. Ah, okay. Value in excessive price, right? Even this one company, we've done this a few times for even fun, right? In the fall, talking about this pumpkin spice shingle we record, we've had a lot of fun with this one. But the whole point is that we want to have talking points to make the value in excessive price. And this, you would not believe how fun this makes the shopping experience. Like, one of our clients actually poured pumpkin spice onto the gutter after they were cleaned and then went down. And there was a specific shingle color that they use around the falls, like weathered rock or weathered wood or something like that. And it was the pumpkin spice shingle. And then they would have a special on it, and they would have. And it was nothing really, but it Just what they do is then they would have the out the gutter downspout, they would hold a coffee cup and they would run water down and it would pumpkin spice out the eavesdrop. And it makes customers laugh and it creates this customer experience. It's fun. And so that's the next thing. Next thing you want to do is you want to give your price, right? Or you want to, sorry, not give your price but tell them what you're going to do, right? So much of sales is just tell them what you're going to do, do what you said you're going to do and tell them what's next, right? Like, like the truth is always the same lies. You have to remember. So under promise and over deliver. These are little things that you practice in your head. But when we do a price proposal, what we encourage is capitals line break description. The whole idea being that yes, you, you can show your price. You don't have to be scared of it, right? You want to use the measurement tokens to automatically count quantities. You can show quantities or not, but what you want to do is make it so that when you're presenting, you can talk about the pieces and what they do and then they can explain it to their wife or husband later if they don't buy from you. Because again, so much of the sales game comes in the follow up, right? It's picking up the trash around the net. It's a hockey analogy, right? You don't get the score on every slap shot. You get it from all the aftershots that happen as everybody piles in around the net. That's your follow up, right? And so if your customer says, well, the other guy is fifteen hundred dollars cheaper. And we say, well, are they using the metal Z flashing? Like. Well, no, it just says remove, remove that. Shingles. Inspect the deck for any wood replacement, cover with synthetic underlayment, install new roofing material to manufacturer specification, clean up debris and remove. Oh great. So they have like four line items, we have 20 line items. There's things, there's 16 things that you're hoping they do that we have actually put on here. And this is what we translate into the work order. So we for sure are going to use the metal Z flashing. Have you asked them if they do that? And then they say, hey, can you like we program your customer to be a relentless pain in the butt for their competitors? Because then what do you think they're going to do? They're going to say, can you give me a line by line estimate? And I see this every day in the roofing groups, my customer asked for a line by line quote. And I'm sitting back on. I bet you that's one of my customers. Why? Because then they go, oh, man, this guy. What do I say? And then the roofing industry collectively responds with something that sounds a little bit like go yourself. Right? That's what the roofing industry tells that guy. Asking in the roofing insights group, what do you tell the customer when they ask me for a line by line quote? And they give this thing, oh, you know, you don't need to know that. That's proprietary, right? And all it is, is it just telling people to go F themselves right now, hey, Mr. Customer, go f yourself. You don't get to know that information. Why do they want to? Because it's a pain in the ass to do. And they haven't built systems to do it, remember? Right. Building systems. What did I say at the very top of this whole thing, Right? If we go very back all the way to the very beginning, right? What inspired all of this? Right? An experience that made the customer know what's going on with their teeth, right? That's where all this comes from, right? Now these dentists now, they, they don't have to actually meet with the customer. You know, they don't have to do the dental appointment. They don't have to have a butt in a chair. They can be selling tooth whitening for $199 to sit in a chair, or they can be selling root canals for 2,300. They don't have to sit there and tighten down rubber bands for an hour. Right? And so when we do this, it programs your customer to be a tough buy. But you've taught your customer how to buy, right? Once we demonstrate price, we want to fast forward them into the future, right? So much of your sales coaching that you're getting out there from the Rodney Webs and the Ryan Gross and then. And then Chuck Thokey's and all that kind of stuff will say something like, assume the sale, right? So you pitch your price and then you go, you know, Adam Benjamin, do you feel comfortable moving forward? Right. Because they're going to give you yes or no. And then you can say, all right, what questions do you have? Right. That would make you. That are stopping you from being comfortable for. That's what Adam Benzeman teaches. Chuck Folkey will teach something different, right? I've watched all these guys stuff and I've sold roofs myself. I know that that's the training that's out There, right? I want to assume the sale, but not in a cheesy way. I want to continue my demo and say, now, this is what's going to happen next when we come to your house. This is how we're going to protect your property. This is what we're going to do. This is what the online experience or the on site experience is going to be like right now. You don't have to show catch alls and pop up tents and stuff like that. I mean, Joel at trueworks does a great job with this. And again, everything's on brand, right? And everything like that. But we want to fast forward now. You could talk about magnet rakes and tarps, all right, which you've probably already talked about in the company cam section of your presentation because you're building the value there, right? But then you fast forward and talk about your process, right? And people, homeowners, do not know what a magnet rake is. They think that you invented this thing with Jethro on a tailgate, having a couple of beers one night. They don't know. You just walk into the store and buy it. They think that this is something special because nobody talks about it, right? And if you're talking about it, trust me, your competition isn't talking about it. When you make it visual and you can leave it behind and it's digital and your homeowner can share it with their wife or husband, this matters, right? It's fast forwarding in the future. So we're already assuming the sale, right? Before asking if they feel comfortable, because we're making them more comfortable, the next thing we do is we talk about warranty and guarantee. And there's some tricks here too, right? I love Big Fishes because it is this money. Quality satisfaction guarantee. So many of you, I guess, put in the chat, put in the chat. Do you not take your final payment until after the customer has seen the roof? Like you don't take your final payment till after the customer is happy. Put a one in the chat. If that's how you do it, you don't take your money from the customer until after they're kind of paid and happy, right? That's most of us, right? That's most of us. Most of us are doing that, right? So what is the harm in saying that? We, we will, we will refund you if you're not completely happy. Guess what? He's not getting paid until they're completely happy. But when the sales experience says that we won't get, we will refund your money if you're not completely happy. And then if you have a customer who's not completely happy, what do you do? You go back and make them happy, right? He's never paid this. He's never paid it because he goes back and makes them happy, because that's what a good business does. But the other trick is that we put it on a laptop. Because what happens when people. Have people been conditioned to do, right? They're conditioned to know that the most important thing about a company is above the fold, right? Is the first. The first 10% of what's basically immediately visible on the website. This ain't their website, but it looks like it is. So then they think that this is the number one most important thing about this company. Because we put it on a laptop, right? And put a little navigation bar at the top. And this causes them to go, oh, this guarantees a big deal. Whatever your guarantee is. Doesn't matter what your guarantee is. Just make sure you talk about it right then because you're reversing risk. There's a whole psychological journey that's going on, right? And so you assume the sale, and then you reverse the risk with a guarantee. Finally, now we want to take this into a retail experience. This made siding sales go up 25% overnight at one company. The first company we tested this at, and it stayed there, still there three years later. Siding sales are way higher because of this in their color presentation. So when you're building your proposal, you pick one of these palettes. Now, we made all these, and the reason it worked was because we take design elements that are familiar for their market. So if they're in a tropical place, this will be tropical trees. If they're in Minnesota, it's going to look like this. If they're in California, it's going to look different. They're in Utah, it's going to look different, right? But then we. We took the Sherwin Williams paint colors. If they do painting, if it's. If they do siding, we put the James Hardy colors. Or if they do certain teed siding, they put the certainty colors. But we would demonstrate a color palette that looks like this. And what happens is now the homeowner, right, Mama is thinking remodeled. She's not just thinking about shingles. She's thinking siding, paint, decoration, painting the door, right? That's why all of these have a fancy door in them, right? Because we want the customer thinking remodel, not renovating the roof. And so this is something you can duplicate because we've made all these, now we can reduplicate them. And we use technology as a lever. Right? Remember, technology democratizes consumption and it commoditizes production. If you're the best in the world, you get to do it for everyone.