I Changed ONE Simple Thing & Homeowners Began Saying YES

Are you tired of hearing your price is too much on premium quotes? I'm Adam Sand, CEO of the roofing business partner. Today, Riley Brown, RBP's customer success manager, reveals how strategic price conditioning slashes homeowner resistance and locks in 20k plus sales. Trust me, this video will be the ultimate weapon for outside sales warriors.

So what basically price conditioning is is using big numbers throughout the entire appointment. And after an hour and a half of homeowners hearing thousands. 10,000, 5,000, 4,000, 20,000, all of these thousands of dollars, they have a certain expectation of what your price is going to be. Then obviously at the end, you're going to want to come in under that expectation to have. When you tell them it's going to be $8,000 for your best package, and what you want them to do is feel relieved when you're price conditioning. You put this specific roof at 25,000, and that specific roof didn't even have the breathable underlayment or the ridge vent or any at. So they're like, hey, I want this breathable underlayment because I trust Riley. He told me that this is something that I need. I see value in it. I forecast why I need it. I want the ridge vent. But he just told me a roof that didn't have either of those two was $20,000. Oh, my God. I wonder what Riley's going to tell us his roof costs. This is kind of scary. And then you come in at $18,000, $19,000, 17,000, whatever the case may be. It's going to be an amazing experience if you do it the right way, because you're going to even, like, be able to see it on their face or in their body language or turn to, like, their wife or their husband and then give a smirk or give a look. That's the best position to be in. When you tell a homeowner a price, they're not worried about the price. They feel more excitement or they feel more emotions that aren't detrimental to your sales probability or anything like that. Now, again, if you get this reaction, it means that you're on the right track, but there's still work to be done. But in terms of price conditioning, how does this actually work? And how do you fit price conditioning into your roofing appointment? The easiest way to do that, which I personally did, is during your call to action. Whether it's rotted decking or pop nails or exposed fascia, every single thing needs to have a price point attached to it. And homeowners will instinctively add up those costs in their head and you hit them with like the Mr. And Mrs. Jones. All of that on top of actually getting your roof replaced. Unknowing people, typically people that haven't gotten a roof done before, or maybe they have, but it was like 20 years ago, they probably think that roof should be about 10 to 15k. So if you can add another 10k worth of fixed damages, that now makes them think that at the end of the day all of this is going to be 20, 25k, but then you're going to be able to come in at like 18 or 20 or 22k and offer financing and warranties and all these other things that's going to be able to build the value. Very, very basic example of how I ran a call to action. Mr. And Mrs. Jones, thank you for allowing me to come to your house today. I know we've had like a great time and I really appreciate the water you've given me or the little cracker snacks that you've given me. But I hate to be the bearer of bad news. Your roof is in a lot worse shape than we both originally thought. Pause. Notice how I said we both. Okay. Your roof is in a lot worse shape than we both or we all already thought because I am on their side. I am like them. I'm using inclusive words, inclusive sentences to bring us all together. Now, I am not saying that you have to use me or you even have to use my company, but I do recommend getting on someone's schedule within the next month or so. And let me explain with your specific roof, you have several pop nails. Now, I know pop nails may not seem like the worst thing in the world, but what pop nails means, when wood gets wet, it gets soft. And the wood in your roof isn't going to be strong enough to hold those nails down anymore. Now, since the nails are popped, that allows water and moisture to start to infiltrate your decking, which has caused rotted wood in your attic. As of right now, you're going to need about 15 sheets of wood to be replaced. And truthfully, Mr. Mrs. Jones, going to cost you an extra probably around three to four thousand dollars to get that replaced. And if nothing is done, what you'll need to do is get a full redeck with all new wood, which with your house and your 2,000 square foot roof can be upwards of like 8 to $10,000. Now, due to the sheets being rotted, it has actually put a lot of pressure and stress on your rafters. That's actually caused a crack in One of your rafters. Now, Mr. And Mrs. Jones, do you guys know what rafters are? Okay. You do? Okay. I just want to make sure we're able to communicate effectively. The rafters are the actual str structure of your home, okay? They're the big beams in your attic that go up to the top of the roof. Now, when one rafter is already cracked, it's putting pressure on the surrounding rafters and putting them all at risk of cracking as well. Now, I am not saying that your house is going to fall on us right now or in any second or even within like the next week or two, okay? But as of right now, you're going to have to sister that rafter and it's an additional $2,000 per rafter. Okay? Do you know what sistering a rafter is? Okay, no worries. Do you have a rafter? Right here. And it's actually crack. My pinky is going to be the crack. What you do is cut a two by four in half, okay? You put it on this side, screw it in, and then you put another piece of wood on the backside, screw it in, and that's going to be sistering a rafter. Now, obviously that rafter isn't going to be as strong as what a stable, real full piece of wood is, but that's how we get through it. And it's going to be an additional $2,000 per rafter. If you wait and another rafter cracks, that's now $4,000. And eventually, if more than a quarter of your rafters crack, what you'll actually have to do is get a contractor and an architect to reconstruct the top of your house, which could easily be 10, $15,000. Now, I obviously don't want to scare you guys or anything like that, but I need you to understand the gravity of the situation that you are in. All of those added costs don't include the 20k roof that you have to actually replace on top of that. Now, Mr. And Mrs. Jones, do you see why the sooner we get this done, the more money you'll save? Do you understand why I recommend on getting someone scheduled within the next month or so? Great. Let me show you some pictures that I took. I explained all of the urgenc. I did it in a way that they could understand. I did it slowly. I took pauses. Everything is slow and methodical. This is not something that you guys want to rush through. You guys want to make sure that every single person that you're talking to or every single person in that room, even 16 year old children, like, you need to make sure that they understand too. Because at the end of the day when you walk out and you're giving them some time to like discuss on if they want to buy or not. Like everybody in that room that heard that is going to have an input. 15, 16, 20 year olds, they may be like, mom, that's, that's crazy expensive. 20k. They're thinking 20k is like a brand new car. Or they could be like, if you did it the right way, they could be like, mom, I can't believe that's our attic. I learned so much today. You want to be as informative as possible. This is where you're going to show them like annotated photos. You already did your deep in depth explanation. Leave this time to process and understand the condition of their roof is in. Okay, so you're just sitting there swiping. And if they do have any questions, which hopefully they do, they should be engaged. They should be locked in. So if they don't have any questions, that's okay. You may even throw like a little facial expression. If you do see like mold or fungal growth or anything like that, you could be like, you see, yeah, that's bad. We need to get on somebody's schedule. And then after all of that is done, you guys do the call to action the right way. You guys show annotated photos. Get the hell out of the house. This was my number one thing when I was shadowing brand new sales reps. After the call to action, they would just sit there. They did like a silent game. First one to talk loses. And what that's doing is that's tarnishing the safety of their home. Now they're stressed inside their own home with a stranger right next to them staring at them, just waiting for them to respond and be like, dude, get the hell out of the house. Because what that is doing is it takes you out of the situation. So now when you're outside of your house saying, hey, I, I actually missed a call from my wife or my kid or my grandma, like, I gotta make a quick call real quick. I'll be back in in like two to three minutes. That gives them time to process without you staring at them in the face. Allow the husband and wife, son, daughter have a quick conversation. Give them a couple minutes and then you come in and then you give a great demo bag presentation and you start building them back. Entire sales appointment should be a roller coaster. Okay, the warmup, you're starting off really good. You're getting to know them, the company story. You do your inspection, you do your call to action, you're bringing them back down. Once you come back from the call to action from being outside, then you're building value, you're doing the presentation, you're actually showing them different features and different functionalities of your roof and how they're going to solve their problems now and stop those problems from happening again. You talk about price, your price condition, it's going to be really, really low. You can price condition during the call to action. And then some other companies have like a price conditioning at the end before they lay off their price. So if you do, you do another price conditioning. Say, hey, this 2,000 square foot roof could be $25,000 for an average competitor. And then you bring them back up when you're at 18,000 or 17,000 or whatever the case. So after this moment of stepping outside of the house, you know that they are going to be on the same page with each other and you need to ensure that they see you as the same page on their side as well. Okay, again, you' not selling them a product, you're selling them a solution. That solution needs to come from you with indifference. They need to see that you care enough to explain everything in a way that they understand, but not care enough to show frustration or be upset after the first time they tell you no. This is a process that thousands of sales reps do daily. There is a process, make sure to stick to it. Overall, that is my best tips tricks on how to increase your sales and more specifically sell your highest package over and over again.