Insurance or storm damage, roof sales versus retail sales.
In this video, we'll be giving you a detailed breakdown of
the psychology of that sale.
This is a giant can of worms.
Now here's the deal.
I get some hate comments on YouTube people saying, Hey, you know,
you're a storm chaser selling storm jam damaged roofs is easy.
It doesn't take any talent there, lay down deals, someone else's paying for it.
And, you know, I could not disagree any stronger.
There's very few times, by the way, we're a storm comes through.
If it's a hurricane and the roof is laying next to the house,
they know they need a new roof.
It's a very different game than the majority of true to life storm
sales or insurance restoration sales, whether that's hailed in.
Whether that's wind damage or hurricane damage.
And on the other side of the coin, we've got the retail folks who just
maybe are not well-versed in the storm side and they're overwhelmed by it.
They don't know where to start, but at the end of the day, my
true belief is that every company should be equipped to handle both.
Now.
Why is that?
It doesn't always storm.
And even in a retail market, all it takes is that one windstorm, that one hailstorm
that comes every few years, you need to be well-equipped to take advantage of it.
So in this video, I'm going to break down the true differences of
storm versus retail using Eugene Schwartz, five levels of awareness.
And for those of you who are unfamiliar with Eugene Schwartz, he
is one of the greatest copywriters and marketers of all times in wrote.
World-renowned book called breakthrough advertising, where I'm pulling some of
these concepts from his five levels of awareness and showing you what this means
to us here in roofing sales, before we get into it, I just want to say welcome back.
I'm really glad to have you here.
Everything I do here on this.
It's designed to help you smash your income goal and give every
customer an amazing experience.
And if you're new here, my name is Adam Benjamin and I help thousands
of sales reps do just that by using my all-in-one sales training
sales strategy and sales system.
And there's a link in the description below, but a great place to start
off for free is in my pitch like a pro roofing sales training video.
Over 300 videos.
Now I know it says 240, but we have over 300 in there and there's playlists
organized by categories for like, Hey, I want more on retail or pitching canvassing
objections, closing you name it.
There's a playlist in there for you.
And it's a hundred percent free.
And again, you can get it at the roof.
Strategist dot.
Or using the link in the description.
So let's get into the meat and potatoes of today.
So members is retail, the true breakdown.
And again, full credit here goes to Eugene Schwartz with
his five levels of awareness.
I want to break down what these are.
First.
We have unaware.
Next.
Oops, come on, come on.
There we go.
We have unaware then next to it.
We have problem.
I'm going to short chain shorthand this.
So I have room that's problem aware we have solution aware and then we've got
product aware and then we have most.
So this is 1, 2, 3, 4, and five.
Now I'm going to use a blue for storm in red for retail.
Here's the real difference.
Okay.
For most of us working storm damage claims it could be wind or hail in
most markets outside of the softball size hail majority of people that we
show up at their home are completely.
Unaware that their roof was even damaged.
They don't know that they could get insurance coverage
because they don't have leaks.
So majority of people fall into this category.
All right.
Then what we have is if we go a little bit deeper into the eye of the storm, the
severe hail, the big wind where people visibly see damage, either from the
ground, their car got destroyed, inhale.
Maybe they have shingles laying on the ground.
Maybe they got home and they saw shingle flapping up in the wind.
These folks are also problem aware.
They see their roof has a problem, but they may not understand.
What that solution is, meaning choosing an insurance restoration contractor,
to support them through the process, understanding how the insurance
claims process works, needing someone to represent them in supplement
everything, to make sure there's no additional out-of-pocket expenses.
They don't really care about product, and they're not really well versed.
Most people aren't by the way in roofing.
So, and they're definitely not most aware, meaning they know of you, your
company, the problem, everything.
So let me just break that down this most.
Yeah, they're aware of the problem.
They're aware the solution they're aware of your product and they
are just like, ready to go.
Like, if I need a roof, I'm going to call this person tomorrow.
All right.
So by the way, if you're injured in a car wreck call, whoever's the
local attorney in your area just proved himself on his marketing.
You are most aware of that.
If I'm ever in a wreck and I'm injured, I'm gonna call attorney blank.
Okay.
Everyone has the attorney that advertises on TV.
To become most aware, but for majority of storm damage claims, think the customers
we encounter are completely unaware, or they're only aware of the problem.
Now let's talk retail.
I changed my mind.
I'm going to green for retail.
Most homeowners that are electing to replace the roof
are doing it for four reasons.
Okay.
Number one is an active leak or an active problem, which means.
They are very problem aware.
They're very solution aware and they meaning a roofing
company is going to fix this.
And all they need to know from here is who's trusted, worthy, and
who's going to take care of me.
So we have solution aware and problem aware.
So I'm going to write retail retail.
So you're going to see some overlaps.
All right, next, we have age.
The roof is at the end of my lifespan.
I need someone to come out and give me an estimate, cause
I know I need to do it soon.
And I know that my roof is the most expensive maintenance item of my home.
So they jump online and they Google roofing company in so-and-so area and they
see your great reviews or they see an ad.
They find you somehow and they call, they will now land into most.
They know they have a problem.
They know that roofing companies exist.
They search for you.
They know your product, which is your brand in this again,
applying Eugene Schwartz, his model into the roofing world.
They know your brand.
They have done 85% of the buying decision before you even show up.
They are most aware that.
On the retail side, I'm going to talk specialty products.
We've got folks who want metal roofs.
They want stone coated steel.
Maybe they want solar and a solar roof combo.
These folks are very specific about the product they want.
They go on the website, they find someone who specializes in this type of product.
I specifically want this product for my roof.
I specifically want this roof.
This is where we end up again.
And the retail side.
So you'll notice there is truly a divide between storm and retail
and that divide is right here.
Meaning majority of the storm drain.
Claims fall into a category where we are facing an uphill battle where they are
unaware or barely know of the problem, but they don't know much else on retail.
People know the solution, they know your product.
They're very aware.
They've hand selected you.
The skillsets to sell.
Each of these is very.
Now I want to tie this in with my philosophy that there's three Domino's.
We need to knock down in order to make the sale in order trust, develop, trust,
create the need, not only for you, but for new roof and the money issue.
You'll notice this, the word need people must have a semblance of need.
I want to ask you when you first encounter a homeowner, do they have a heightened.
Or a low need on the retail side, it's very high.
It is an established need.
Very similar to, if you were an auto sales, someone shows
up at a car dealership, they know 90% of what they want.
They don't go.
Am I here for a diesel Dooley or a Toyota Corolla?
No, they say I'm here for a sedan.
I want a car.
I want a minivan.
They have a high need.
They are very solution aware of car dealership, the very product where
usually they have a brand or two of vehicles, so preselected and they're most
aware of the best dealership to go to.
So it is a very high need.
Meanwhile, on the storm side, the need, if they're unaware, is there.
No, we have to show up in, create the need.
We have to create the need to get on the roof, create the need
for them to call in the claim.
Same thing with the problem.
Many of them are unaware of the problem, or if they are, they don't
know anything else beyond that.
Other than I have a problem.
What's next besides getting it fixed.
This divide shows the difference in both skillsets and the sales approach and
the types of people that do very well.
Oftentimes I know there's some car guys watching right now, car
guys and gals, and he'd be like, dude, I kill it in the sales game.
And you might be doing the storm side, but many guys who come from the auto
industry are so used to vis side with the stablish need that their learning curve
is figuring out how to create that need.
So here it is.
Eugene Schwartz five levels of awareness in how there is truly
a divide between selling storm damaged roofs and retail roofs.
The key takeaway here is to focus on this concept of need in the
three Domino's trust need money.
Our need is the big difference that straddles these two.
And when you understand this, you spend more time on a storm damage.
Self-generated lead, creating the need.
Where on the retail side, you spend more time on the trust in the money.
Yeah.
All right.
In my opinion, that's why these storm damage deals are often harder because
you show up completely unannounced and people don't even know they have a
problem versus retail when 85% of that decision made total is made prior to the
lead, even entering your office and, or they're relatively aware of the general
concept that roofs need to get replaced.
And I hope this video clears up a lot of the misconceptions that
selling storm damage roofs is easy.
Now I do recognize that the insurance company covers most of it and we just
have a deductible, but there's other implications of this need versus retail.
Now I'd love to hear your.
This is a can of worms.
Some people are going to agree.
You're going to disagree.
Now you can put up whatever you want.
I can't control that.
It's the internet, but what I will challenge you is to have a constructive
comment or feedback to share your point of view with our community.
So drop a comment below and the reason.
There's a lot of keyboard commandos out there, but it doesn't help anyone grow.
And if you're part of the roof strategists community, I know that you're investing
your very valuable time and energy to learn to better yourself and to grow.
And that's what I love about this YouTube channel and you being part of it.
So drop a comment and share your thoughts.
Agree.
Disagree.
Do you see another point of view?
I'm excited to hear from you and I'll be engaging in those comments below.
Thanks for joining me in today's video.
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I'd love to see here throughout the year is I release new content.
Thanks again, and I will see you in the next video.