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Selling for a newer roofing company? Or started one recently? Many homeowners don’t want to work with the “new guy.” Good news - we can overcome this roofing sales objection. Here’s how.
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“Because your company is only as STRONG as you are.”
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1) Close even more roofing sales.
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Hosted by Adam Bensman
- Started in D2D roofing sales in 2011
- Former Roofing Company COO (multi-state)
- Creator of the Roof Strategist Sales System (used nationwide for retail + storm)
- Founder of The Roofing STRONG Alliance by TAMKO™ (formerly known as the Roofing & Solar Reform Alliance)
- Author of the #1 Best-Selling Book: The Roofing Sales Survival Guide: Beat the Odds, Overcome Yourself, and Win Big
Content produced on or before 5/13/26 was previously produced by The Roof Strategist, TAMKO makes no representations or warranties regarding the content.
Objection, your company is just too new.
I want to work with someone who's
been in business a bit longer.
I hear this one a lot because I work
with anybody companies that are just
starting to quite a few of the top
100 roofing companies in America.
And I want to do a big shout
out because I just brought on
a new company the other day.
And they're dealing with
this two young guys greatly.
And their biggest objection,
your company is too new.
So how do we overcome this?
Because if we don't, we start losing
business to the big boys or to our
competitors, especially when we
know in our heart of hearts that we
can, and we'll do the right thing.
We'll serve homeowners the right way.
And there's many advantages to working
with a younger or newer company.
Well, it's all about how we
positioned and present it, but
that's easier said than done.
So I'm going to be explaining that
exactly in a story right after this first.
I just want to say
welcome or welcome back.
My name is Adam Benjamin,
the roof strategist, and I'm
really glad to have you here.
Everything that I do here on my
YouTube channel and on my podcast
is designed to help you and your.
Smash your income goal and give
every customer an amazing experience.
And my hope is that every single
video that you watch of mine, you end
up with at least one actual thing to
use in the field the very next day.
So if you've ever faced this, your
company is too new, too young, whatever
it is, this video is going to help.
All right.
Positioning is everything.
So I want to tell you a story.
I'm watching this cooking show
top chef the latest season, the
top chef, if you've ever watched
it, she and I are watching it.
And it's restaurant wars.
This is like the crux of the show, the
toughest cooking challenge that they face.
And at the end of the first.
This one, chef makes a dessert and he
makes a cake, but there's a problem.
The cake crust over cooked in it got so
stiff that it turned into like a cookie.
So when the first dining guests cut
into it, they would saw edit and go pop.
And then the part of the cookie
would shoot and slide off the plate.
That's not a good thing for
anyone, but it was too late.
How do you pivot you either are
going to lose the whole thing
around this one, dessert, or
you got to figure out a better.
To present this.
So last minute the chef starts
to think, and he's really clever.
And he says, Hey, since we can't
change the crust, it is what it is.
All we need to do is change
how people experience it.
So he runs over and he grabs all the
servers and he says, listen, as you serve
our desserts, what I want you to do is
tell everybody this is a handheld into
now eat it like a cookie, because people
are used to eating a cookie that has
that sharper chew, as opposed to trying
to use a fork and knife and have it.
The table.
And then what happened next is every
dining guests was not served silverware.
They simply ate it just like a cookie.
It was the same flopped dessert, but
it was all about how it was presented.
So when it comes to you dealing with
this objection, your company is.
All you need to do is to learn
how to overcome it properly.
But before we overcome it, I
have to cover some ground rules.
Every objection.
This is what I teach by the way,
in my all-in-one sales training
and sales system, every objection
falls into one of three categories.
They don't trust you yet.
They don't think they need you
or a roof, or it's a money issue.
So I'm going to ask you,
what does this mean?
Your company is two new trust, neither.
It's trust.
It means I don't trust your
company because you're too new.
You're not established.
How can I count on you?
How can I count on you to come
back if something's wrong?
So what we need to do is use the AR
O formula that I teach acknowledge
reissue, overcome to overcome this.
I'm going to give.
The main angle to present this in
a valuable way to your homeowners.
First, we need to acknowledge, Hey, Mr.
Homeowner, I understand that we
are in fact, a new company, you are
dead right about that, by the way,
agree with people and repeat back
what you've heard, reassure them.
Listen, I've heard this quite a few times
with the folks we've served because after.
Your concerns are that were new?
Are we going to be around?
Are we going to stand behind our work?
What happens if something goes wrong?
There's nothing wrong with telling
homeowners what they're thinking,
because you know what they're
thinking, when you share that
with them, it puts them at ease.
All right.
Then we overcome now the advantage Mr.
Homeowner, we're working with a company
that is very new, is that you're not
just a number to us, you know, back in
the, I believe it was in the eighties,
Avis car rental, they had a whole new.
Because Hertz took number one
position in the car rental game
and their new tagline was Hertz.
We're number two, we try harder and
we ended up happening as they gained a
tremendous amount of market share because
of their commitment to their customers.
And they cared and they
made that front and center.
So working with our
company, although we are.
You're not a number to us when you
call, you're going to get a real person.
And because we're a smaller
company, you get that family feel.
We stand behind our work and are
willing to go the extra mile to
make sure you're happy because our
reputation and growth depends on it.
And despite being new, it doesn't
mean that we're not experienced,
which is their other concern.
New equals experience.
Now is your time to share your experience.
Even though we are a newer
company, our combined.
Experience as an organization,
the owners, the salespeople is X
number of years combined, and we are
committed to showcasing our level of
dedication and service to you through
the honor of earning your business.
So there are many advantages to
working with us as a newer and young
company from the small family, feel,
not being a number, getting a real
person when you call in a dedication
to service and knowing that.
Uh, our reputation rides on it.
So you can be rest assured we're going
to be going the extra mile to make sure
you are happy and what's important.
So that's the end of the role-play
what's important is that if you share
this, you actually stand behind it.
I always got nervous and believe it or
not, I actually put off doing this video
for a long time because I know the facts.
I know that the facts are
most new roofing companies.
Don't last.
I know that factually, if you
don't last and you mess something
up, that homeowner is out of luck.
So it is up to you.
To actually do the right thing.
And when you find ways.
To communicate clearly and
give people what they want.
All you need to do is do it.
It's quite simple, but it
does take serving with honor.
It takes serving with integrity and
it takes serving with your heart of
hearts, knowing that you are doing
the best thing and you have your
homeowner's best interest at heart.
So there you have it.
The next time that you hear
your company is too new.
All you need to do is.
All I got to do is position it just
like that cake that they, that flopped
in the cooking show, that they turned
into a cookie by understanding that
what that customer means is I don't
trust you yet by acknowledging
their main concerns of trust.
That we're too young.
We can't stand behind our work.
We don't know what we're doing.
We're not going to stick.
And then repositioning your advantage as
a new young lean company to provide better
service and a better experience for that
homeowner using all the same resources,
crews, and material that the big boys use.
So they get the equal experience.
And by the way, if you are a larger.
You can do the same thing
in the other direction.
Hey, thanks for joining
me in today's video.
If you liked this video and you want
more of them, uh, click right here
and download a free copy of my pitch.
Like a pro roofing sales training video
library, it's over 300 videos organized
by category, or you can continue your
journey with me right here on YouTube.
By clicking into this video, through
the thing you're really going
to like thanks for joining me.
And I will see you in the next one.