WEBVTT NOTE This file was generated by Descript 00:00:00.420 --> 00:00:04.050 Insurance or storm damage, roof sales versus retail sales. 00:00:04.350 --> 00:00:07.110 In this video, we'll be giving you a detailed breakdown of 00:00:07.110 --> 00:00:09.000 the psychology of that sale. 00:00:09.270 --> 00:00:10.740 This is a giant can of worms. 00:00:10.950 --> 00:00:11.640 Now here's the deal. 00:00:11.790 --> 00:00:14.730 I get some hate comments on YouTube people saying, Hey, you know, 00:00:14.730 --> 00:00:18.240 you're a storm chaser selling storm jam damaged roofs is easy. 00:00:18.240 --> 00:00:21.690 It doesn't take any talent there, lay down deals, someone else's paying for it. 00:00:21.900 --> 00:00:25.225 And, you know, I could not disagree any stronger. 00:00:25.315 --> 00:00:28.015 There's very few times, by the way, we're a storm comes through. 00:00:28.165 --> 00:00:30.505 If it's a hurricane and the roof is laying next to the house, 00:00:30.685 --> 00:00:31.765 they know they need a new roof. 00:00:31.795 --> 00:00:36.085 It's a very different game than the majority of true to life storm 00:00:36.085 --> 00:00:38.995 sales or insurance restoration sales, whether that's hailed in. 00:00:39.630 --> 00:00:42.870 Whether that's wind damage or hurricane damage. 00:00:43.230 --> 00:00:46.050 And on the other side of the coin, we've got the retail folks who just 00:00:46.080 --> 00:00:49.620 maybe are not well-versed in the storm side and they're overwhelmed by it. 00:00:49.620 --> 00:00:52.500 They don't know where to start, but at the end of the day, my 00:00:52.500 --> 00:00:56.550 true belief is that every company should be equipped to handle both. 00:00:56.880 --> 00:00:57.060 Now. 00:00:57.060 --> 00:00:57.750 Why is that? 00:00:58.635 --> 00:00:59.805 It doesn't always storm. 00:01:00.135 --> 00:01:04.245 And even in a retail market, all it takes is that one windstorm, that one hailstorm 00:01:04.245 --> 00:01:08.835 that comes every few years, you need to be well-equipped to take advantage of it. 00:01:09.105 --> 00:01:12.975 So in this video, I'm going to break down the true differences of 00:01:12.975 --> 00:01:18.285 storm versus retail using Eugene Schwartz, five levels of awareness. 00:01:18.585 --> 00:01:20.925 And for those of you who are unfamiliar with Eugene Schwartz, he 00:01:20.925 --> 00:01:25.275 is one of the greatest copywriters and marketers of all times in wrote. 00:01:26.020 --> 00:01:30.340 World-renowned book called breakthrough advertising, where I'm pulling some of 00:01:30.340 --> 00:01:34.840 these concepts from his five levels of awareness and showing you what this means 00:01:35.020 --> 00:01:39.730 to us here in roofing sales, before we get into it, I just want to say welcome back. 00:01:39.730 --> 00:01:40.870 I'm really glad to have you here. 00:01:41.170 --> 00:01:42.670 Everything I do here on this. 00:01:43.335 --> 00:01:46.035 It's designed to help you smash your income goal and give every 00:01:46.035 --> 00:01:48.015 customer an amazing experience. 00:01:48.285 --> 00:01:51.765 And if you're new here, my name is Adam Benjamin and I help thousands 00:01:51.765 --> 00:01:56.055 of sales reps do just that by using my all-in-one sales training 00:01:56.235 --> 00:01:58.245 sales strategy and sales system. 00:01:58.245 --> 00:02:01.095 And there's a link in the description below, but a great place to start 00:02:01.095 --> 00:02:04.305 off for free is in my pitch like a pro roofing sales training video. 00:02:05.190 --> 00:02:06.120 Over 300 videos. 00:02:06.120 --> 00:02:09.840 Now I know it says 240, but we have over 300 in there and there's playlists 00:02:09.840 --> 00:02:13.740 organized by categories for like, Hey, I want more on retail or pitching canvassing 00:02:13.740 --> 00:02:15.720 objections, closing you name it. 00:02:15.720 --> 00:02:17.160 There's a playlist in there for you. 00:02:17.220 --> 00:02:18.359 And it's a hundred percent free. 00:02:18.780 --> 00:02:20.130 And again, you can get it at the roof. 00:02:20.130 --> 00:02:20.910 Strategist dot. 00:02:21.600 --> 00:02:23.460 Or using the link in the description. 00:02:23.820 --> 00:02:26.220 So let's get into the meat and potatoes of today. 00:02:26.430 --> 00:02:28.740 So members is retail, the true breakdown. 00:02:28.950 --> 00:02:31.680 And again, full credit here goes to Eugene Schwartz with 00:02:31.680 --> 00:02:34.050 his five levels of awareness. 00:02:34.260 --> 00:02:35.880 I want to break down what these are. 00:02:36.060 --> 00:02:36.720 First. 00:02:36.750 --> 00:02:37.800 We have unaware. 00:02:38.955 --> 00:02:39.645 Next. 00:02:40.275 --> 00:02:42.315 Oops, come on, come on. 00:02:42.345 --> 00:02:42.735 There we go. 00:02:43.155 --> 00:02:45.195 We have unaware then next to it. 00:02:45.195 --> 00:02:46.185 We have problem. 00:02:46.215 --> 00:02:47.965 I'm going to short chain shorthand this. 00:02:47.965 --> 00:02:53.925 So I have room that's problem aware we have solution aware and then we've got 00:02:53.925 --> 00:02:57.615 product aware and then we have most. 00:02:58.935 --> 00:03:03.585 So this is 1, 2, 3, 4, and five. 00:03:03.615 --> 00:03:09.105 Now I'm going to use a blue for storm in red for retail. 00:03:09.705 --> 00:03:10.905 Here's the real difference. 00:03:10.905 --> 00:03:11.325 Okay. 00:03:11.805 --> 00:03:16.665 For most of us working storm damage claims it could be wind or hail in 00:03:16.665 --> 00:03:20.565 most markets outside of the softball size hail majority of people that we 00:03:20.565 --> 00:03:23.145 show up at their home are completely. 00:03:24.000 --> 00:03:26.550 Unaware that their roof was even damaged. 00:03:26.820 --> 00:03:29.220 They don't know that they could get insurance coverage 00:03:29.400 --> 00:03:31.170 because they don't have leaks. 00:03:31.380 --> 00:03:35.130 So majority of people fall into this category. 00:03:35.970 --> 00:03:36.390 All right. 00:03:36.420 --> 00:03:41.550 Then what we have is if we go a little bit deeper into the eye of the storm, the 00:03:41.550 --> 00:03:47.220 severe hail, the big wind where people visibly see damage, either from the 00:03:47.220 --> 00:03:49.200 ground, their car got destroyed, inhale. 00:03:49.350 --> 00:03:50.850 Maybe they have shingles laying on the ground. 00:03:51.030 --> 00:03:53.820 Maybe they got home and they saw shingle flapping up in the wind. 00:03:54.090 --> 00:03:57.990 These folks are also problem aware. 00:03:58.020 --> 00:04:01.290 They see their roof has a problem, but they may not understand. 00:04:01.820 --> 00:04:06.470 What that solution is, meaning choosing an insurance restoration contractor, 00:04:06.679 --> 00:04:10.339 to support them through the process, understanding how the insurance 00:04:10.339 --> 00:04:14.120 claims process works, needing someone to represent them in supplement 00:04:14.120 --> 00:04:16.820 everything, to make sure there's no additional out-of-pocket expenses. 00:04:17.120 --> 00:04:20.329 They don't really care about product, and they're not really well versed. 00:04:20.329 --> 00:04:21.920 Most people aren't by the way in roofing. 00:04:22.130 --> 00:04:24.710 So, and they're definitely not most aware, meaning they know of you, your 00:04:24.710 --> 00:04:26.030 company, the problem, everything. 00:04:26.270 --> 00:04:27.980 So let me just break that down this most. 00:04:28.700 --> 00:04:30.140 Yeah, they're aware of the problem. 00:04:30.170 --> 00:04:32.810 They're aware the solution they're aware of your product and they 00:04:32.810 --> 00:04:33.830 are just like, ready to go. 00:04:33.830 --> 00:04:37.580 Like, if I need a roof, I'm going to call this person tomorrow. 00:04:37.910 --> 00:04:38.360 All right. 00:04:38.570 --> 00:04:42.650 So by the way, if you're injured in a car wreck call, whoever's the 00:04:42.650 --> 00:04:46.580 local attorney in your area just proved himself on his marketing. 00:04:46.730 --> 00:04:48.020 You are most aware of that. 00:04:48.020 --> 00:04:50.600 If I'm ever in a wreck and I'm injured, I'm gonna call attorney blank. 00:04:50.990 --> 00:04:51.230 Okay. 00:04:51.260 --> 00:04:53.540 Everyone has the attorney that advertises on TV. 00:04:54.270 --> 00:05:01.290 To become most aware, but for majority of storm damage claims, think the customers 00:05:01.290 --> 00:05:05.280 we encounter are completely unaware, or they're only aware of the problem. 00:05:05.580 --> 00:05:07.440 Now let's talk retail. 00:05:07.440 --> 00:05:07.980 I changed my mind. 00:05:07.980 --> 00:05:09.060 I'm going to green for retail. 00:05:09.600 --> 00:05:13.770 Most homeowners that are electing to replace the roof 00:05:13.800 --> 00:05:15.270 are doing it for four reasons. 00:05:15.300 --> 00:05:15.600 Okay. 00:05:15.780 --> 00:05:20.520 Number one is an active leak or an active problem, which means. 00:05:21.360 --> 00:05:22.740 They are very problem aware. 00:05:22.830 --> 00:05:25.980 They're very solution aware and they meaning a roofing 00:05:25.980 --> 00:05:27.300 company is going to fix this. 00:05:27.570 --> 00:05:32.160 And all they need to know from here is who's trusted, worthy, and 00:05:32.160 --> 00:05:33.300 who's going to take care of me. 00:05:33.450 --> 00:05:35.730 So we have solution aware and problem aware. 00:05:35.730 --> 00:05:37.320 So I'm going to write retail retail. 00:05:37.409 --> 00:05:38.850 So you're going to see some overlaps. 00:05:38.880 --> 00:05:41.850 All right, next, we have age. 00:05:42.840 --> 00:05:44.970 The roof is at the end of my lifespan. 00:05:45.090 --> 00:05:47.760 I need someone to come out and give me an estimate, cause 00:05:47.760 --> 00:05:48.990 I know I need to do it soon. 00:05:49.230 --> 00:05:53.700 And I know that my roof is the most expensive maintenance item of my home. 00:05:53.910 --> 00:05:57.930 So they jump online and they Google roofing company in so-and-so area and they 00:05:57.930 --> 00:06:00.420 see your great reviews or they see an ad. 00:06:00.570 --> 00:06:08.280 They find you somehow and they call, they will now land into most. 00:06:10.034 --> 00:06:11.414 They know they have a problem. 00:06:11.775 --> 00:06:13.575 They know that roofing companies exist. 00:06:13.695 --> 00:06:14.745 They search for you. 00:06:14.835 --> 00:06:18.375 They know your product, which is your brand in this again, 00:06:18.375 --> 00:06:21.674 applying Eugene Schwartz, his model into the roofing world. 00:06:21.794 --> 00:06:22.815 They know your brand. 00:06:23.025 --> 00:06:27.554 They have done 85% of the buying decision before you even show up. 00:06:28.065 --> 00:06:30.344 They are most aware that. 00:06:31.140 --> 00:06:33.600 On the retail side, I'm going to talk specialty products. 00:06:33.810 --> 00:06:35.310 We've got folks who want metal roofs. 00:06:35.310 --> 00:06:36.450 They want stone coated steel. 00:06:36.450 --> 00:06:39.120 Maybe they want solar and a solar roof combo. 00:06:39.390 --> 00:06:42.330 These folks are very specific about the product they want. 00:06:42.330 --> 00:06:47.250 They go on the website, they find someone who specializes in this type of product. 00:06:47.760 --> 00:06:50.010 I specifically want this product for my roof. 00:06:50.010 --> 00:06:51.330 I specifically want this roof. 00:06:51.720 --> 00:06:54.180 This is where we end up again. 00:06:55.185 --> 00:06:56.234 And the retail side. 00:06:56.745 --> 00:07:02.234 So you'll notice there is truly a divide between storm and retail 00:07:03.015 --> 00:07:04.664 and that divide is right here. 00:07:05.174 --> 00:07:07.875 Meaning majority of the storm drain. 00:07:08.655 --> 00:07:14.745 Claims fall into a category where we are facing an uphill battle where they are 00:07:14.745 --> 00:07:19.335 unaware or barely know of the problem, but they don't know much else on retail. 00:07:19.455 --> 00:07:21.344 People know the solution, they know your product. 00:07:21.344 --> 00:07:22.005 They're very aware. 00:07:22.005 --> 00:07:23.205 They've hand selected you. 00:07:23.655 --> 00:07:25.365 The skillsets to sell. 00:07:25.395 --> 00:07:26.495 Each of these is very. 00:07:27.455 --> 00:07:32.975 Now I want to tie this in with my philosophy that there's three Domino's. 00:07:32.975 --> 00:07:37.565 We need to knock down in order to make the sale in order trust, develop, trust, 00:07:37.835 --> 00:07:42.635 create the need, not only for you, but for new roof and the money issue. 00:07:43.295 --> 00:07:49.355 You'll notice this, the word need people must have a semblance of need. 00:07:49.805 --> 00:07:54.635 I want to ask you when you first encounter a homeowner, do they have a heightened. 00:07:55.725 --> 00:07:59.115 Or a low need on the retail side, it's very high. 00:07:59.145 --> 00:08:00.405 It is an established need. 00:08:00.405 --> 00:08:03.255 Very similar to, if you were an auto sales, someone shows 00:08:03.255 --> 00:08:06.195 up at a car dealership, they know 90% of what they want. 00:08:06.195 --> 00:08:06.705 They don't go. 00:08:06.855 --> 00:08:09.645 Am I here for a diesel Dooley or a Toyota Corolla? 00:08:09.675 --> 00:08:11.325 No, they say I'm here for a sedan. 00:08:11.325 --> 00:08:11.895 I want a car. 00:08:11.895 --> 00:08:12.465 I want a minivan. 00:08:13.560 --> 00:08:14.549 They have a high need. 00:08:14.700 --> 00:08:17.909 They are very solution aware of car dealership, the very product where 00:08:17.919 --> 00:08:22.500 usually they have a brand or two of vehicles, so preselected and they're most 00:08:22.500 --> 00:08:24.270 aware of the best dealership to go to. 00:08:24.479 --> 00:08:26.039 So it is a very high need. 00:08:26.190 --> 00:08:29.700 Meanwhile, on the storm side, the need, if they're unaware, is there. 00:08:30.525 --> 00:08:33.315 No, we have to show up in, create the need. 00:08:33.405 --> 00:08:36.045 We have to create the need to get on the roof, create the need 00:08:36.045 --> 00:08:37.515 for them to call in the claim. 00:08:37.845 --> 00:08:39.075 Same thing with the problem. 00:08:39.075 --> 00:08:42.345 Many of them are unaware of the problem, or if they are, they don't 00:08:42.345 --> 00:08:43.815 know anything else beyond that. 00:08:43.815 --> 00:08:45.435 Other than I have a problem. 00:08:45.435 --> 00:08:47.445 What's next besides getting it fixed. 00:08:48.565 --> 00:08:54.175 This divide shows the difference in both skillsets and the sales approach and 00:08:54.175 --> 00:08:56.515 the types of people that do very well. 00:08:56.725 --> 00:08:59.035 Oftentimes I know there's some car guys watching right now, car 00:08:59.035 --> 00:09:01.735 guys and gals, and he'd be like, dude, I kill it in the sales game. 00:09:02.515 --> 00:09:06.145 And you might be doing the storm side, but many guys who come from the auto 00:09:06.145 --> 00:09:11.035 industry are so used to vis side with the stablish need that their learning curve 00:09:11.155 --> 00:09:14.095 is figuring out how to create that need. 00:09:14.575 --> 00:09:15.295 So here it is. 00:09:16.410 --> 00:09:20.610 Eugene Schwartz five levels of awareness in how there is truly 00:09:20.610 --> 00:09:25.260 a divide between selling storm damaged roofs and retail roofs. 00:09:25.620 --> 00:09:29.610 The key takeaway here is to focus on this concept of need in the 00:09:29.610 --> 00:09:31.140 three Domino's trust need money. 00:09:31.470 --> 00:09:34.470 Our need is the big difference that straddles these two. 00:09:34.680 --> 00:09:40.380 And when you understand this, you spend more time on a storm damage. 00:09:41.250 --> 00:09:43.980 Self-generated lead, creating the need. 00:09:44.160 --> 00:09:47.900 Where on the retail side, you spend more time on the trust in the money. 00:09:47.910 --> 00:09:47.970 Yeah. 00:09:49.199 --> 00:09:49.709 All right. 00:09:49.979 --> 00:09:55.380 In my opinion, that's why these storm damage deals are often harder because 00:09:55.380 --> 00:09:59.640 you show up completely unannounced and people don't even know they have a 00:09:59.640 --> 00:10:06.150 problem versus retail when 85% of that decision made total is made prior to the 00:10:06.150 --> 00:10:11.760 lead, even entering your office and, or they're relatively aware of the general 00:10:11.760 --> 00:10:13.530 concept that roofs need to get replaced. 00:10:14.700 --> 00:10:17.820 And I hope this video clears up a lot of the misconceptions that 00:10:17.970 --> 00:10:19.800 selling storm damage roofs is easy. 00:10:19.950 --> 00:10:22.710 Now I do recognize that the insurance company covers most of it and we just 00:10:22.710 --> 00:10:27.810 have a deductible, but there's other implications of this need versus retail. 00:10:28.140 --> 00:10:29.610 Now I'd love to hear your. 00:10:30.064 --> 00:10:31.115 This is a can of worms. 00:10:31.115 --> 00:10:32.045 Some people are going to agree. 00:10:32.045 --> 00:10:32.885 You're going to disagree. 00:10:33.125 --> 00:10:34.444 Now you can put up whatever you want. 00:10:34.444 --> 00:10:35.344 I can't control that. 00:10:35.375 --> 00:10:39.245 It's the internet, but what I will challenge you is to have a constructive 00:10:39.245 --> 00:10:42.755 comment or feedback to share your point of view with our community. 00:10:42.755 --> 00:10:44.995 So drop a comment below and the reason. 00:10:45.690 --> 00:10:48.840 There's a lot of keyboard commandos out there, but it doesn't help anyone grow. 00:10:48.840 --> 00:10:52.410 And if you're part of the roof strategists community, I know that you're investing 00:10:52.410 --> 00:10:57.180 your very valuable time and energy to learn to better yourself and to grow. 00:10:57.540 --> 00:11:01.260 And that's what I love about this YouTube channel and you being part of it. 00:11:01.260 --> 00:11:03.120 So drop a comment and share your thoughts. 00:11:03.120 --> 00:11:03.540 Agree. 00:11:03.540 --> 00:11:04.080 Disagree. 00:11:04.080 --> 00:11:05.160 Do you see another point of view? 00:11:05.370 --> 00:11:07.890 I'm excited to hear from you and I'll be engaging in those comments below. 00:11:08.100 --> 00:11:10.020 Thanks for joining me in today's video. 00:11:10.020 --> 00:11:13.500 And remember if you haven't yet done it, hop in right here to get a free. 00:11:14.170 --> 00:11:17.050 Uh, my pitch like a pro roofing sales training, video library, 00:11:17.140 --> 00:11:18.520 binge to your heart's content. 00:11:18.730 --> 00:11:21.160 And if you haven't yet done it, subscribe to the channel. 00:11:21.190 --> 00:11:24.580 I'd love to see here throughout the year is I release new content. 00:11:24.880 --> 00:11:26.710 Thanks again, and I will see you in the next video.