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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.
One of the easiest ways for you
to increase your closing rate is
to learn how to overcome those
end of appointment objections.
And I've watched this happen really well
for salespeople all over the country,
and it's one of the most valuable
lessons, in fact that I've learned after
training thousands and thousands and
thousands of roofing salespeople, these
end of appointment objections common.
Hey, thanks for coming out.
We'll call you in a few
days if we're interested.
What many of us do in roofing sales,
whether you're in storm damage,
roofing sales, retail, roofing,
sales, are some combination thereof.
And regardless of how long you've been
selling, whether you started yes, or
you've been doing this for decades,
Many of us who are good with people,
we want to create a good experience.
Of course, we want to earn the business,
but we do not want to be pushy.
We don't wanna be sleazy, and we don't
want to come across as being salesy.
So what we do instead is we
literally overcompensate.
We do the complete opposite.
So we hear that objection.
We say, well, I don't wanna be pushy,
so I'm gonna be shifted to what I call
nice guy or nice gal mode, and then I'm
gonna do this Maybe, maybe this happened.
You get your business card,
you say, I totally understand.
Thank you so much for having me out, and
I know you, that you and your husband
wanna be comfortable choosing a roofer.
So if you guys have any questions at all,
day or night, call or text is my personal
cell and I'll happily help you out.
And then you leave the house and you go
back to the office and a couple days later
you're, you're viewing your pipeline.
You're like, oh, they,
they really liked me.
I think they're gonna go with me.
And then you follow up
and they don't answer.
Follow up again.
Noll answer, shoot 'em a text ghost.
Lose the deal, but it went so well.
Huh?
That's often what happens.
So what if I told you that instead of that
happening, there was a way for you to be
persistent and confident without being
pushy to turn those objections that are
basically shooing you out of the house
into a signed deal, but most importantly,
a happy customer who just signed the deal.
Well, that's what I'm gonna be
teaching you right here in this video.
The three x objection handling.
Now let's get started.
Welcome or welcome back, Adam Besman
here, the roof strategist in everything
I do here in this YouTube channel, my
podcast th in fact, this threads through
everything I do, including our free
training center, our full sales system
that you can get access to for yourself
or for your team and inside our community
and mastermind the pitch program limit.
It is all aligned by this one vision.
And if you've been tuning in, you know it.
It's to help you and your team smash
your income goal and give every
customer an amazing experience.
So if you're new here, hit that
like button and the subscribe button
so you don't miss a thing and put
out new content on the regular.
And, uh, I invite you to join me
inside our free training center.
If you like this video and you want more,
I've got an entire playlist in there that
is gonna go really well with this video.
It's the objections playlist.
So text the word free to 3 0 3 2 2.
71 33.
Again, that's 3 0 3 2 2 2 71 33.
Text that word free and
we'll pop your link.
Once you're in the free training center,
click the pitch look, a pro video
training library, click objection.
It's gonna help tee up everything
we're about to cover here in case you
need some groundwork on that front.
There's a link in the description as well.
All right, let's rock and roll.
What I've found after training
thousands and thousands of sales reps
is these end of appointment objections.
People fall flat.
They can do a really good job at the doors
getting the inspection even in the home.
But what I just see is like, man,
we just gotta lean into that.
We gotta not be so afraid of being pushy.
Cause believe me, I don't wanna be
pushy either, but there is a very big
difference, and I first wanna explain
that difference before I give you the
three X objection handling rule and then
a little challenge for you so you can
put this to use, and I'm gonna teach you.
So first thing is first being pushy is
trying to force someone into a decision.
Okay?
Trying to force their hand.
Some of the like chinsy dated
objection handling approaches.
I'm just gonna use a storm example.
When someone says, we're
not interested in , what?
You're not interested, you're
gonna roof practically free.
Like that's insulting.
It's forceful, it's pushy, I get that.
But on the other side,
there's persistence.
Persistence is simply asking questions
and keeping the conversation.
Even when you bend a little
rejected, that's being persistent.
Pushy is being forceful.
Persistent is starting a conversation
to pull some more information out.
Do you see the difference?
Think of being pushy as me trying
to put the pen in your hand, wrap
my hand around your fist and put it
on that piece of paper and sign it.
Being persistent is trying to
say, let me learn more about where
you're coming from so I can better.
See the difference there.
So what we're gonna focus on is this
persistent side and becoming persistent
and confident takes repetition
and it takes intentional practice.
And for my friends out there who
are really excited about personal
development, intentional practice
is the key ingredient to substantial
professional and per and personal growth.
We don't just show up at at
work and say, I'm gonna work
harder and work better at this.
Like you don't.
Plan to follow.
You don't have a strategy in place.
So what's worked really well for
me is having that clear intention
and a plan, and that's exactly
what this three X objection
handling rule is gonna do for you.
So here we go.
First, what we're gonna do is learn
the A R O objection Handling formula.
Acknowledge, reassure, and overcome.
I, I dunno why I have four fingers.
Acknowledge, reassure, overcome.
I go through this in great detail
in the free training center, in
the objections library by the way.
So text the word free
to 3 0 3 2 2 2 71 33.
If you haven't yet, hop
in there and take a look.
High level details.
A is acknowledgeable.
Repeat back what you've
heard so they feel heard.
R is to reassure and validate them so they
understand that they're thinking is normal
and you can even tell them what you know.
They're thinking you've been doing this.
And then o overcome is to further
the conversation because at the
end of the day, I want to, I want.
What is the number one purpose
of overcoming an objection?
It's to keep the conversation going.
It's that simple.
So even if you ask a dumb question
or the wrong question, which by the
way, I'm being a little facetious here
cause I don't actually believe there's
a dumb question or a wrong question.
As long as you're keeping that
conversation going, you're gonna
extract more information and start
to get to the real root of the issue.
So, . There are two paths
to overcoming objection.
One is explaining it away, and the
second one is asking an open-ended
question, starting with how or what.
Let me break this down so
you can see it in real life.
I'm gonna use a storm example.
Hey, the other contractor said
he could eat my deductible.
Explaining it away is
saying, that's illegal.
It's fraud.
We don't do that.
We don't cut corners during
your business, yada, yada, yada.
Path number two is
responding with a question.
Acknowledge.
I understand the other
contractor said he could eat.
I.
Reassure what?
And I don't want to blame you here for
trying to save a little money or not.
You know, pay more than you have to.
If someone said that, they would
just fully absorb it and then,
oh, overcome with a question.
You know what, what perplexes me
though is how they're gonna do that.
Do they explain to you how
they could eat your deductible?
Now what happens is that question
is gonna open up that wound.
The homeowner is probably thinking,
Hey, well everyone does it, you
know, if they're willing to do it.
I don't care what happens behind the.
. But when I open up with that question,
H could, did they explain how they
could over eat your deductible?
And now they're like, huh, no.
So I can respond with, do you mind if I
share this with you so you know exactly
what's going on behind your back?
I think you're really
gonna want to hear this.
And when they say, sure, now we
can explain how the insurance
money works and how it's illegal.
We can use our, our
insurance company's scopes.
Supply, excuse me, support our case.
Do you see the difference explaining
it away versus asking a question?
Opens up the wound, helps them realize
something they don't know, and they're
often more receptive to listening.
Now let's stitch this
all together into a plan.
The A R o Objection Handling formula
is your tool to use for the strategy
of overcoming every objection
at the end of an appointment.
Three times you have three questions
you're gonna ask, and you're not gonna
leave that house until you try 'em.
And it's gonna be weird at first.
It's going to even feel maybe a little
uncomfortable at first, but we'll,
what will happen in time is these
repetitions over the next 14 days.
That's my challenge to
you for the next 14 days.
Every objection here at the end
of an appointment, you're gonna
overcome three times by asking.
using that a r o formula and asking
how or what questions, and I'm
gonna just go through a few of
them so you can see how this works.
But with these new repetitions,
you're gonna develop new
neural pathways in your brain.
You're also gonna be more confident
thinking more, more quickly coming
up with these questions, cuz it
can be a little awkward and weird.
And you're gonna learn that by doing
this, you're gonna be persistent and
you're gonna uncover the truth of what's
beneath the objection that that homeowner.
Because I think you and I agree, like
if they say, thanks for coming out,
I gotta talk to my wife about it.
They're not like so excited
to go pop a bottle of Rose.
Be like, honey, I love that first roof.
Or the second roofer, not so much
third guy, he's in the running,
but his price was a little higher.
That's not what's going on.
Would you agree with me there?
They're not so excited,
so we gotta discuss it.
What that means is, We're
not ready to make a decision.
I don't know if I trust you yet.
Maybe they've got another
roofer coming out.
Maybe they've already had the three
estimates and they already made a
decision to go with the other one.
We just don't know.
So instead of shifting into that nice
guy or nice gal mode of giving him
your card, tell 'em to call you anytime
day or night, and then just leaving
and letting them end the conversation.
You're gonna a r o acknowledge, Hey,
understand that you gotta think about
it or talk to your wife about it.
Reassure.
I know it's a really big decision.
You wanna choose a contractor that you
like, that you trust who's gonna do
good work, not take advantage of you.
I've seen the news.
I know what people think about
roofers, and then we overcome and
say, Hey, do you mind if I ask you.
What it is you'd like to think about.
So I can leave you with
that right information.
And they say, actually what we need
to think about is which of these
three estimates we need to go with.
And then I can respond with, Hey,
do you mind if I ask you what is
the most important thing to you when
it comes to choosing a contractor?
Oh, you know, this, this, this.
And then I can ask another question.
So what is your decision criteria
when it comes to selecting a
contractor, yada, yada, yada.
And then they start extracting
more information just by
asking these questions.
And what you'll find sometimes is
folks that will say, thanks for coming.
We'll call you in a few
days if we're interested.
When I say, Hey, do you mind if I ask,
what is it you'd like to think about so I
can leave you with the right information?
They respond with something simple
like, you know, we work from
home and I'm on zoom all day.
I can't have the noise.
Do you guys do roofs on Saturday?
And then you're like, wait, what?
That was it.
Now I can overcome it.
So by using this challenge, the three
X objection handling rule, so you
can use that a R o formula, followed
by an open-ended question, and you
are going to handle every object.
Three different times.
At minimum, you do this
over the next 14 days.
It's gonna be a little weird at
first, but you will find yourself
either in Camp one where that truth
serum comes out, the homeowner
tells you what's really going on.
It allows you to serve them better,
understand their needs and their
desires, and guide them to signing
that deal right there on the spot.
So you leave with that signature in hand.
Or option two, even if you don't close
it right there, you now know the truth.
You extracted more information, you
built a better relationship, you serve
them, you listened, and now on your
follow up, you know the real reason that
they weren't ready to sign the deal.
So you can better serve them on your
follow up and then close it on step two.
So that's all I've got for this
video to teach you the three
X objection handling rule.
I want to ask you to drop a comment.
Are you gonna start the.
Drop the word yes in the
comment section below so I know.
And you know, for most importantly.
So you know, and you commit to
yourself saying, you know what?
I'm gonna do this.
I'm gonna use intention.
I'm gonna learn how to not be pushy.
I'm gonna learn to be confident and
persistent, and I'm gonna learn how
to overcome every objection three
times by asking how or what questions.
And I'm comfortable with it being
weird at first, but I know that in
time I'm gonna refine those skills,
serve my customers better, and
become an even more confident closer.
And I cannot wait to
join you on this journey.
So comment, yes, if you're in.
So just cuz our video.
Is about to wrap up.
Doesn't mean you're in my time, has to.
You might be wondering what it would be
like to get your entire team trained up or
get you trained up on this entire closing
strategy and objection handling strategy.
And if that's you, click on
the link in the description.
got program details in there, or you
can just text the word demo to 3 0 3
2 2 2 71 33 so you can see and decide
for yourself if our training system
will live up to training your team in a
lightning fast night and a half hours.
Arming the team with everything they
need to self-generate their own leads,
direct mail letters, door hanger letters,
everything, and becoming confident
Closures right there in the house backed
by my 30 day money back guarantee.
If you're not satisfy.
I'd buy it back from you.
So if that interests you, click
the link in the description or text
the word demo to 3 0 3 2 2 2 71 33.
Alright, now if you wanna keep cruising
along on videos, hop into the free
training center here or hang with
me on YouTube, jump into this video
and I'll see you on the next one.