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“Because your company is only as STRONG as you are.”
Forward-thinking roofers tune in to get help building STRONG companies, sales teams, leaders, systems, marketing, relationships, culture, and financials.
Whether you own a own a roofing company, manage one, or sell roofs - subscribe to the channel for content that will help you:
1) Close even more roofing sales.
2) Adapt to new roofing industry trends and changes.
3) Take control of your roofing marketing and lead generation.
4) Improve D2D roofing sales.
5) Build the roofing company of tomorrow.
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.
Isn't it so frustrating when you're
giving a pitch to a homeowner and
you feel like, like you nailed it.
You hit all their, their pain points,
and you brought everything up.
You shared how you could help
and they just didn't hear it.
Or how about when maybe you're trying
to overcome the deductible objection and
that homeowner says you're, you know,
well, they said they'd eat my deductible,
and you're telling me it's fraud, and
that homeowner feels like you're just
trying to take them for more money, even
though you're trying to do what's right.
That frustration drives me wild.
So what if I told you that instead
you could follow a pitching formula
that would deliver your message in a
way that lands with the customer in a
bulletproof way, where they not only
see your point of view, but agree
with you and wanna work with you.
And what if I told you that by
using this, you would feel even
more confident in the home.
You'd feel confident overcoming
more objections, even if you get
knocked off course and you'd feel
confident, upselling, or even
cross-selling other products?
Well, Let me tell you what this
formula can do for you because it
worked for Jerome, who at 21 years
old in Montana, by the way, is closing
at 71% in retail roofing sales.
And in just one year of continuing
to practice and refine this
framework, he is now closing at 76%.
Well, that's exactly what I'll
be teaching you in this video.
The Bulletproof Pitching Formula.
That one's a mouthful.
The Bulletproof Pitching Formula.
Let's rock and roll.
First, I wanna say a quick
welcome or welcome back.
My name is Adam Benjamin, the roof
strategist, and everything I do here on
my channel is designed to help you and
your team smash your income goal and give
every customer an amazing experience.
Now, what if I also told you that
you already experienced that formula
right at the beginning of the video?
Pretty wild, huh?
Let's break it down.
As a teacher, my job is to help
you experience some things.
It's easier to learn as we experience it
in a way that's outside of roofing sales,
cuz sometimes we get our little blinders
on and we need to get out of our own way.
So I'm gonna teach you this bulletproof
pitching formula, and here's what I'd
like to, to open with this formula
follows some profound psychology
of how humans process information.
Humans are often skeptical creatures,
especially when it comes to sales, and
in fact, homeowners often just think
when you're overcoming a deductible
objection or say that your estimates.
Too high.
You try to justify it
by explaining it away.
It's fraud, it's illegal.
Or in the retail side, the other,
the other company, uh, you know,
their estimate's not as detailed.
You don't know what they're doing.
They're gonna cut corners.
And what a homeowner
hears is blah, blah, blah.
You're just justifying
your high price to me.
You wanna take me for more money?
And it hurts because in our heart of
hearts, we know that we are doing our
best to serve them, to communicate that
message and to help them make the right
decision by choosing the best contractor,
which my hopes is, is you, that you are
the best person to win the business.
Do the roof and stand
behind it at all costs.
If you're not, by the way, that
means you should probably switch
companies or reevaluate yourself.
Cause at the end of the day, if our
customers aren't super satisfied
in saying thank you, when they hand
us their final check, thank you for
taking care of me, then we failed them.
So what I'm gonna be teaching you right
now can be used for good or for evil.
This is a superpower, and my hope and
my vision is that you use this ethically
to communicate a strong message to
your homeowners, to help you earn more
business so you can take care of more
people and collect more thank you notes.
Now, I'm gonna teach you
this formula right now.
Then I'm gonna bring you back to the
introduction and show you how I delivered
it, and then in a close with an example.
Roll teaching you how this works
in out, excuse me, outside of
roofing sales, in other examples.
So then now once you know this
formula, you can spin it however
you want in the roofing space, in
the solar side, selling gutters,
add-on siding, windows, you name it.
All right, ready?
Rock and roll.
Let's begin.
It's the Double PCP Framework.
P P C P.
Say it with me now.
P P C P.
All right.
PCP with a P in front.
Double pcp, ppp, cp.
Less rock and roll.
First P is the problem.
You'll notice the introduction.
I said, doesn't it frustrate you
when you deliver that message and
it doesn't land with that customer?
And when you're trying to overcome
an objection, explain things
and they just, they feel like
you're being sleazy or slimy.
Like, I know that feeling
cause I've been there.
So that's the problem.
Bringing you to a point where
you're like, I know that feeling.
It wasn't a good feeling.
That's the pain.
That's the frustration.
We have to go there first because
people only seek solutions to problems.
All right.
That's why we start
with the problem first.
Next, we move into the promise.
A promise is what this can do for you.
What I share with you is that this
bulletproof pitching formula will
help you increase your close rate.
That's a promise.
Okay?
Then I have a claim.
The claim is, and you will feel more
confident and you won't skip a beat.
All right, so that's a softer,
again, not as quantifiable piece.
It's just about a feeling.
It's another supporting claim of
how I can serve you through this
bulletproof pitching formula.
Then we got into the.
P proof, just like Jerome, who did this.
In other words, a testimonial, a
success story, a true story to exemplify
how it's worked for other people.
This is how we create a
bulletproof pitch problem.
Then we make a promise, then we
give them a claim, and then we
give them indisputable proof.
I'm gonna give you an example
outside the roofing space.
All right, let's talk weight loss.
For example, I just wrote this
fictitious infomercial right now.
Roll it with me.
All right, problem.
Are you sick and tired of trying
to lose that stubborn belly fat?
That's the problem.
Promise.
Lose 20 pounds in 30 days
with this new miraculous diet.
That's the promise.
Lose 20 pounds, 30 days
new miraculous diet claim.
Feel better than you've ever
felt in the last decade.
Fit in that dress you've
always wanted to fit in.
Look great in pictures.
Okay.
Many people report when they first
wanna lose weight, is that they
saw themselves in a photo and was
like, I don't like the way I look.
It's not from seeing
themselves in the mirror.
It's the picture.
So that's the claim, right?
Fit in the dress.
Feel great, look good in photos.
Then the proof.
Look at how Tammy.
Better yet, let's just bring it back here.
Look at how Peggy Peggy's in the studio.
Now look at how Peggy lost 20 pounds
in 30 days using our new miraculous
diet before picture after picture.
Look at how Tommy lost 19.7
pounds in 30 days using this diet
before picture, after picture.
And there you have it.
You start with the problem.
Then you move into a promise
of how you can help them.
Then you use supporting claims about
how you can serve even deeper how
they're gonna feel, and then you
use indisputable proof stories of
your customers just like Peggy as
you were serving her at her house.
When we present our information
this way, whether it's overcoming a
deductible objection or presenting
upsell options, what we do is we plug
all the holes of how that person is
thinking and processing that information
without them even thinking about it.
So they go from, Hey, that's a
tall claim you're making that.
I don't know if I believe that
to, oh, I really want that to.
Oh my gosh.
If it works for them, it'll work for me.
And there you have it.
The wildly powerful psychology
of the Double PCP framework.
And in fact, this video I had
filmed, F months and months ago,
and I'm sh reshooting it now.
I didn't even wanna share it on YouTube
because I felt like it was too powerful.
And my mindset has shifted because
I am working on a personal level
of being vulnerable and serving as
deeply as I can with my heart, opening
myself up to serve as many people and
support as many people as possible.
And that means not withholding things.
So this framework, if, if you
enjoyed this framework, my guess
is you're gonna love what's inside.
My sales training system because
it's the psychology like this
that I never really shared.
That goes into how we overcome
objections and how I teach
that using the A r O formula.
It's how we present in the home using
the carpark closing formula that
I teach, which again is being used
by many, many thousands, and the
system that Jerome is following that.
At 21 years old with no sales, excuse
me, with no roofing experience, went to,
he, he was in sales, uh, going business
to business, selling like graphics
and design tees, things like that for
companies, but nothing remotely like this.
And went into the business and closed
at 71% and then 76% and is earning
multi six figures at a very young age.
If, if you're into that psychology and you
want your team using this, or if you want
to use it, I don't teach why it works in
there cause better don't have time for it.
That's why I wanna teach
everything really fast.
I give you the frameworks and the formulas
to use so you can just go out there and
get those results cuz Jerome was using
this without even knowing what he, all of
the components and why they were there.
So if that excites you, click the link
in the description to learn more about
the Roofing Sales Success formula.
In fact, I'd recommend that you get
a demo so you can see and decide for
yourself if it's the right fit for you.
And I do put my money where my mouth is.
So if for any reason you're in
there and you're not satisfied.
I'll buy it back from you.
You got 30 days.
Fair enough.
Now click the link in the description
below or text the word demo.
2 3 0 3 2 2 2 71 33.
That's demo 2 3 0 3 2 2 2 71 33.
And see for yourself how powerful
psychology built into the direct
mail letters door hanger letters.
Closing strategy, objection handling
strategy can truly help you supercharge
your sales close at a wildly high rate,
and feel confident and amazing doing it.
Now you're gonna start looking
at everything I do, cause I'm
teaching you how we communicate.
A powerful message.
Hey, thanks for joining me.
In today's video, I hope
you'll learned a thing or two.
If you like this video, give it a thumbs
up and uh, subscribe to the channel.
Smash that subscribe button
so you don't miss a thing.
Hey, that's all for now.
We'll see you on the next one.
And if you wanna hang with me
here on YouTube, jump right here.
We'll see you soon.