Good, better, best Roofing systems can cost you sales.
They can destroy closing rates.
They can pretty much guarantee that if you're not the cheapest company out
there, you will not get the business.
But you might be thinking, Adam, good, better, best, or multiple RO roof system
packages available to our customers.
That's the best way to get people to choose the more expensive one.
That's the best way to get people to increase how much they spend with you.
While I'm not disagreeing with.
But what I am sharing with you are the real world mistakes.
One massively critical mistake that I see still happening to this
day by retail companies who are using a good, better, best system.
I learn about it when I'm training them in person.
I've learned about it while I've been running events and speaking at events
across the country, and I've had costume.
Of mine, email me their proposals and estimates, and the minute I
spot these mistakes, I'm like, stop.
If you don't make this change and you're not the cheapest contractor, which
I hope you're not, and you shouldn't be, you will not get the business.
Your team's closing rate will suffer, and you're losing deals left and right.
and I wanna make all that stop.
And it's one really simple fix.
I'm gonna teach that to you in this video right now Before we do a quick welcome
or welcome back, Adam Zeman here, the roof strategist and everything that
I do is designed to help you and your team smash your income goal and give
every customer an amazing experience.
Welcome back, and if you're new here, hit the subscribe button right.
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And if you want more, by the way, if you're a retail roofing salesperson or
you're running a team, or you're a sales manager or manager, get you and your team
inside our free training center right now.
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on retail with more videos coming up soon.
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That's free to 3 0 3 2 2 2 71 33.
Now let's talk good, better, best systems.
But first we need to get on the same page and I'm gonna take you
through an experience so you can experience this for yourself.
Humans by nature are comparison creatures.
I'm gonna repeat it.
Humans by nature are comparison creature.
Let me explain.
Imagine you go out to two steakhouses on vacation on Friday night and
Saturday night, and on Sunday morning you're having breakfast with
your spouse or significant other.
You're talking about the amazing trip you had and you look back and need to
talk about the the nights, and you're like, ah, that first restaurant,
their service was out of this world.
The second restaurant, the steak was so much better.
The third restaurant, the sides were unbelievable, and the drinks were amazing.
The other restaurant, you know the, the steak was good, but the
service, the atmosphere, everything else was just a little subpar.
And then you say, Hey honey, if we ever came back, let's go
to that first steakhouse again.
That my friend is comparison.
Let's do another one.
You get ice cream with two scoops.
Do you have a favorite flavor?
I do because I compare them.
Next comparison.
You go and test drive to trucks back to back.
What do you do?
You compare them power.
This one's more powerful comfort.
That one's more comfort.
Ride quality.
This one was a softer.
Towing capacity.
That one tows more interior finishes.
I like this one more.
What we do is compare, I have one more for you.
You go to your favorite restaurant and if you're like me, you
get the same thing most times.
Cuz that's what's comfortable.
That's what you know you like and you say, that's my thing.
I love it there.
It's predictable.
But then one day you go to that restaurant and you're like,
you know, I always get this.
I'm gonna try something new.
So the meal comes.
You're sitting there, you're having your first few bites.
Your spouse or significant others turns to you and says, honey, how is it?
And your response, instead of saying it's good or it's not great,
is instantly into a comparison.
It's not quite as good as what I normally get, or this is so much
better than what I normally get.
It's gonna be my new go-to all because of comparison.
How crazy is that?
We don't even think about it.
We compare everything that's just human.
So how does this apply to roofing sales and good, but or
best systems just like this?
This my friends, is the phenomenon known as price anchoring.
Humans are comparison creatures.
Price anchoring is getting people to compare prices.
So imagine I'm in the home and I'm not the cheapest contractor out there.
I know I'm not gonna be the cheapest.
Imagine that I come in with my first.
And it's good, better, best, let's say estimate number one, and by the
way, I recognize that these packages, one, they're gonna likely have a name,
bronze, silver, gold, the cutesy name that matches your brand, platinum,
silver, bronze, whatever it is.
Generally people don't say good, better, best.
There's some sort of naming convention.
Second thing is usually these estimates will be presented with
your financing options alongside it.
I'm leaving that out just to keep it simple.
For this video, looking at the cash.
So back to it, Mr.
Homeowner.
I'm gonna share with you our three options with our good,
better, best roofing system.
And our Essentials roof is $18,000, and that homeowner
turns to you and says 18,000.
That's $2,000 more than the other estimate we already got.
So now at this point, they're comparing the 18,000 against the
16,000, which makes you already.
More expensive, which means everything from here moving forward
is gonna be even more expensive.
And if you go through it is probably a complete waste of time.
Let's have you experience it for yourself, Mr.
Homeowner.
We also have our silver package, which is gonna include upgraded
colors, ridge cap, and warranty.
And that one's 20,000.
20,000.
That's $4,000 more than the other.
Well, if you want the, the Cadillac of roofs with the lifetime warranty and
never have to worry about it again.
And it's even transferrable if you sell your home.
That one is 24,000.
24,000.
That one, by the way, if I messed that math up, correct me.
I think I already did.
Math was not my strong Sweet Friends.
Same math last four years in a row.
That one is, uh, $6,000 more than the 16.
Oh wow.
I'm sorry.
No more than that.
I didn't mess it up.
We're at $8,000.
$8,000 more than their $16,000 estimate.
So now if I'm not the cheapest person, they're anchoring their
comparison against the 16 grand.
My lowest is already more expensive than it goes.
More expensive from there.
That homeowner think they're comfortable?
No, they're freaking out the whole time cuz they're compar.
Now, what if that same exact customer knowing that they
had an estimate for 16,000?
By the way, Sheena always tells me, Adam, never do math on the fly.
You're gonna screw it up.
And she's so right.
All right, imagine now we go into the homeowner.
Same estimate they got for 16,000.
Mr.
Homeowner, our Cadillac of roofs is $24,000.
Geez, that's expensive.
Don't worry, Mr.
Homeowner, we got another option for you.
Our best roof.
Excuse me, our better roofing.
Very similar, but we're gonna peel back just a few things.
Is $20,000 what?
Oh shoot.
That's still $4,000 more than my other estimate.
Well, we have our essentials package.
Mr.
Homeowner.
Great Roof will last a lifetime for you.
Still protected by our seven year labor warranty.
That roof is only $18,000.
Now, as you presented the value, you showed what you are
going to offer and provide.
You've itemized that estimate.
You've done a great job in the presentation.
You are now only $2,000.
More, but they have anchored against and compared everything against the
bigger number first, which makes this one seem a whole lot cheaper.
Do you see how experiencing that for yourself, the nature of comparison means
that we're always gonna compare any future prices against the largest one.
The same would apply on financing terms.
There you have it.
Good, better, best.
I don't like the way it sounds, cuz in my opinion it should be best, better.
Good.
But I do wanna leave you with just one or two more things.
Shouldn't you be using good, better, best?
I'm gonna guess that question might come up.
Is this something that I would say everyone should do?
The answer is no.
Am I against it?
Absolutely not.
But I also know that some markets it works really well with.
It's because most of the companies are offering that in other markets.
They don't, and some companies just don't like having this system.
I personally enjoy it, especially if you have specialty products
or premium warranties and premium colors and premium shingles.
You can sell class four shingles.
I don't wanna sell outta my own pocket.
I always want to give folks an option.
That's just my opinion.
But I do work with folks who are doing wildly well, and they lead with one
roofing system at their absolute best price, which is not the cheapest,
and they're doing incredibly well.
In fact, they're one of the largest retail companies in the Pacific Northwest.
So, is there a right or wrong?
The answer is no.
It has to align with your values, create the experience
you want with your customers.
Be able to be providing packages you can fulfill upon and work in your market.
So test them.
But the other thing that I wanna share with you is that it's okay to not have
good, better, best, just best and good.
Just two options.
Why less decisions?
There's nothing wrong with having people choose.
Or that because giving them those paths make it really easy, and it's
something that I've played with in today, which my opinions change through
continual testing and observation.
I would go with two, why I really like this or that.
Plus, if someone chooses that lower option, there's nothing to keep you
from offering those add-ons to increase that cart value, like upgraded ridge cap
premium colors, impact resistant shingles, extended warranties and underlay.
After you get the yes on the lower package.
So there's my summary on good, better, best, and how when done wrong, we're
price anchoring against the lowest price, making everything seem more expensive.
And if this is more expensive than competitors outta the gate, you, my
friend, are out of luck because you're already more expensive and they're
anchored against the cheaper one and it goes up Versus doing it the
opposite way where we're always gonna anchor in the most expensive and work.
There you have it.
Price anchoring for roofing sales.
Now, just cuz this video's about to wrap up does not mean your and my time has to.
So if you're not in our free training center yet, get in there, click
the link in the description or text the word free to 3 0 3 2 2 2 71 33.
. And if you're someone who's selling retail roofs, you want to get better in
the home, you need a process to follow, and you wanna learn how to run a proper
presentation, ask for the business, and then leave the house with a MIT
full of referrals and a customer who's prepped to write you a five star review.
Well, I can teach you all that and more as I have with thousands of roofing
sales folks just like you, and that's available inside our training center.
There's links in the description, but I'd be happy to tour you around on a demo
and you can text the word demo to 3 0 3.
2 2 2 71 33.
Just go ahead and pick a time and our team will walk you through it so you
can see and decide for yourself if it will in fact help you close even
more sales within the next 30 days.
And if it doesn't, I'll buy it back from you.
We got a 30 day money back guarantee.
Hey, thanks for joining me on this video and I will see you on the next one.