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The real SECRET to overcoming objections like a boss. Watch as I break down the ARO Objection Handling Formula and deep dive into this hidden secret. Use this to become an objection handling machine.
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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.
I'm gonna teach you the absolute
secret that no one really talks
about to overcoming any objection
anytime, honestly, for any product
you're ever selling, like an absolute
boss, but not doing so from a place
of ego, it's not the perfect a.
Right hook.
It's, that was actually my left hand.
It's not the perfect left hook.
It's not the perfect rebuttal.
It's not the perfect one-liner.
It's not about beating it or tackling it
or doing any of that broy, chest bumpy
stuff that you smash that objection
out and you left the house with a deal.
What I'm talking about doing is
accomplishing the core mission of
handling an objection, which is what?
Keeping the conversation going and
continuing to build strong rapport.
A deep relationship in a
relationship with your customer.
Founded on authentic
trust and my favorite.
Comfort.
So in this video, I'm gonna peel
back to curtains and dive really
deep into one element of my
objection handling formula that is so
critically important and often missed.
So let's get to it.
Uh, first I just wanna say
welcome or welcome back.
My name's Adam Binman,
the roof strategist.
I'm so glad to have you here because
everything that I do here on my, my
channel to my podcast and in our all
in One sales system, by the way, it's
currently being used by many, many,
Thousands of people were in every
single state in the us, even Canada
and Australia, from tiny companies
getting started to quite a few of
the top hundred roofing companies.
And it's structured for both storm
and retail with separate talk tracks.
So whether it's a YouTube channel or that,
everything I do is for one simple mission
to help you smash your income goal and
give every customer an amazing experience.
So appreciate you being here.
And if you're new, uh,
click the link below.
You can get inside our brand
new free training center.
All right, now let's get to it.
The secret, uh, to
objection handling like a.
The A R O formula is what I teach.
You've probably seen me talk about it.
In previous videos and if you or your
team is using my full sales system, you'll
hopefully have gone through my entire
objection he strategy in much greater
detail than what I can fit in this video.
But I wanna highlight one thing for
those that aren't familiar with the
a r O formula, let's get Y to speed.
My friend.
Number one is acknowledged.
This is repeating back what
you heard from the customer.
So in this video, I'm gonna
use the example, I need to
talk to my wife about it.
So, Acknowledging that would mean Mr.
Homeowner.
I understand that you have to
talk to your wife about it, right?
Just repeating back what you heard.
Not sounding like a robot.
R is reassured, meaning making someone
feel heard and understood and validated.
Heard, understood, invalidated.
We want that homeowner to feel like
you're reaching around them like a big
loving bear hug and saying, I gotcha.
You're okay.
You can trust me.
I'm gonna keep it comfortable.
We'll get through this together.
That's the feeling that we
want our customers to have.
So unfortunately this part's
often missed because we're
focused on the bro e o, which is.
Overcoming it with the perfect right hook,
the proper hand, this time, the perfect
rebuttal, tackling it and beating it.
And unfortunately, in the real world,
when we skip this R, even if you
have the greatest of intentions,
even if you have a really big heart,
homeowners will often feel like
you're being pushy and aggressive.
Now, let's kind of break this down,
and I'm gonna focus today on the
little secret, which is the R.
Now, before we get to.
When I've been traveling the country
for the last however many months, I've
been doing two to three in-person events
a week doing role play all across the
country from uh, la which is a purely
retail market to Connecticut, to
Minneapolis and, and Detroit and all
these different markets, uh, headed to
Des Moines that are more hybrid markets.
And no matter where we are, storm retail.
When we start practicing doing role play,
this R is what almost everybody misses.
And this R right here, the
reassuring is the buffer.
So when we talk about influence
and persuasion, by the way, a book
recommendation for those who Ask Robert
CD's book, the first one he wrote was
Influence the Six Principles of Influence
That was heavily studied, phenomenal
read, but then he wrote a new book
called Persuasion, which talks about
everything leading up to the event.
What's cool and why I love that book
so much is that's really more my sales
style is all of that warmup because it
provides such a strong cushion of trust
and comfort that you built the homeowner
that you can bobble through the, the
closing bits and still win business versus
nailing the top part or the end part, but
being a little shaky in the beginning.
This are here, the reassure is the the
hidden secret, and I wanna show it to
you so you can experience it firsthand.
Again, for this example.
We're gonna use the, I have
talked to my wife about it.
Objection.
A acknowledge.
Hey, understand that you have
to talk to your wife about it.
Oh, overcome.
Hey, do you mind me asking,
what is it that you'd like
to talk to your wife about?
So that's skipping the
R, which is reassuring.
Now let's put it together in full.
So you can compare these side by side.
A acknowledge, hey, understand that
you gotta talk to your wife about it.
R reassure.
Listen, I know it's a really big decision
and believe me, I would wanna be on
the same page with my wife as well.
Oh, overcome.
Hey, do you mind me asking, cause I
wanna make sure that you and your wife
are both comfortable what it is you'd
like to talk to your wife about so I
can leave you with the right inform.
, do you see side by side how the,
I ultimately said the same thing.
You gotta talk to your wife.
What do you gotta talk about?
But the difference is, in the second
version, I used this R, which was
the buffer, the padding, the snuggie,
the comfort, the trust, the big warm
squeeze, the cozy blanket that makes that
homeowner feel heard, trusted, understood,
and validated like a human being.
And what ends up happening is
instead of saying, Hey, you know,
you gotta talk, What is it you
like to talk to your wife about?
If you were to ask me that
in my home, I'd be like, it's
none of your flipping business.
But if I patted or buffered
that question by saying, listen
man, I know it's a big deal.
My wife and I are always on the same
page with things and I just wanna
make sure you guys are comfortable.
Do you mind me asking what it is
you'd like to talk to your wife about?
And then you'll notice, maybe
you did, maybe you didn't.
The little thing on the end where.
So I can leave you with
the right information.
And by the way, quick, uh, sidebar,
with your permission, we're
gonna just do a quick sidebar.
That's so I can leave you with the
right information, implies what?
That I'm leaving, that
I'm heading out the door.
So what happens is this disarms
homeowners and it makes 'em feel
comfortable and they trust you.
And then they're gonna say, you know what?
Boom, the truth.
Pours out.
The real reason is we're waiting for
another estimate that's coming tomorrow.
The real reason is I'm waiting to
see what my insurance adjuster says.
Oh, they've been out already.
Right?
The real reason is, uh, we're
waiting to get two more estimates.
Whatever it is that's on their plate,
they're gonna start giving you the truth
cuz they think you're out the door and
that you have the greatest intention
of just being a helpful human being.
And honestly, at the end of the
day, my friends, that's exactly
what it is that we do and is, is
to help people make good decisions.
And true story by the way, if you're
not, this isn't really a story,
but I wanna get this outta the way.
If you don't believe in your heart of
hearts that you're truly the best person
to win the business, meaning to serve
your customer, do the roof, stand behind
it, do what you say you're gonna do,
and take good care of them at all costs.
I encourage you to either really
give a strong look at your business.
So how do you can make those
changes or find an organization
that aligns with those values?
At the end of the day, so many
people think sales is about like
extracting money and winning the deal.
And don't get me wrong, I'm competitive.
I wanna get better and
I wanna earn good money.
But what really drives me is
helping people make significant
changes in their life.
And getting into roof is a big change.
So helping someone through that
process in my heart to heart,
I want them to be comfortable.
I want them to make a smart decision.
I want them to choose me cuz I know that
I will take care of them no matter what.
And I know that we're gonna do
a great job and I know they're
gonna love working with me.
So I knew through all of that, Hey,
listen, it's my ethical responsibility
to win the business and to learn how
to communicate this message clearly.
And since I know how people make
decisions, what makes them comfort.
What helps them or influences
them to make a decision?
This R right here is the missing
link, the mission critical.
So my one key takeaway for you, my
friend, is when you address objections,
it is okay to get long in the tooth and
long winded on the R, reassuring them
that they're normal, validating them and
trusting them, letting them know you've
seen this before in a few other example.
Hey, you know, thanks for coming out.
We have to think about it.
Hey, I understand you
gotta think about it.
It's a really big decision.
I wanna make sure you guys are
comfortable, whether it's choosing
me or someone else, right?
Hey, uh, here's another one.
I wanna wait and see what my insurance
company says First, you reassure 'em.
Listen, I understand you
wanna wait and see what your
insurance company says first.
I hear this a lot and I can understand.
As a homeowner, you don't wanna
trust someone who just showed up at
your door who you don't know yet,
and it's sensitive information with
the insurance, and again, Reassuring
them and validating them and telling
them what they're already thinking.
That now when I go to O or overcome
that, I've laid this cushion
of trust and comfort and ease,
and it becomes a piece of cake.
So there you have it.
Uh, if you know someone on your
team, . Who needs to hear this?
You know what to do.
Click the share button.
Copy the link, drop it in the
group chat, send it over text,
pop it in Facebook messenger.
Share it on a board.
The more we can support each other, the
more we're gonna lift that rising tide and
help our industry change for the better.
I appreciate you being here.
If you want to continue your journey
with me, click right into this video,
and if you haven't yet done it, click
right here and let's get you inside
our brand new free training center.
We'll see you on the next.