WEBVTT

NOTE
This file was generated by Descript 

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Good, better, best Roofing
systems can cost you sales.

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They can destroy closing rates.

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They can pretty much guarantee that
if you're not the cheapest company out

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there, you will not get the business.

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But you might be thinking, Adam, good,
better, best, or multiple RO roof system

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packages available to our customers.

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That's the best way to get people
to choose the more expensive one.

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That's the best way to get people to
increase how much they spend with you.

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While I'm not disagreeing with.

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But what I am sharing with you
are the real world mistakes.

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One massively critical mistake
that I see still happening to this

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day by retail companies who are
using a good, better, best system.

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I learn about it when I'm
training them in person.

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I've learned about it while I've been
running events and speaking at events

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across the country, and I've had costume.

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Of mine, email me their proposals
and estimates, and the minute I

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spot these mistakes, I'm like, stop.

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If you don't make this change and you're
not the cheapest contractor, which

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I hope you're not, and you shouldn't
be, you will not get the business.

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Your team's closing rate will suffer,
and you're losing deals left and right.

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and I wanna make all that stop.

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And it's one really simple fix.

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I'm gonna teach that to you in this video
right now Before we do a quick welcome

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or welcome back, Adam Zeman here, the
roof strategist and everything that

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I do is designed to help you and your
team smash your income goal and give

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every customer an amazing experience.

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Welcome back, and if you're new
here, hit the subscribe button right.

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So you don't miss an upload.

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And if you want more, by the way, if
you're a retail roofing salesperson or

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you're running a team, or you're a sales
manager or manager, get you and your team

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inside our free training center right now.

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I've got a playlist in the pitch, like a
pro video training library, specifically

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on retail with more videos coming up soon.

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And you can use the
link in the description.

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Or text the word free
to 3 0 3 2 2 2 71 33.

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That's free to 3 0 3 2 2 2 71 33.

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Now let's talk good, better, best systems.

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But first we need to get on the
same page and I'm gonna take you

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through an experience so you can
experience this for yourself.

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Humans by nature are comparison creatures.

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I'm gonna repeat it.

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Humans by nature are comparison creature.

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Let me explain.

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Imagine you go out to two steakhouses
on vacation on Friday night and

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Saturday night, and on Sunday
morning you're having breakfast with

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your spouse or significant other.

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You're talking about the amazing trip
you had and you look back and need to

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talk about the the nights, and you're
like, ah, that first restaurant,

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their service was out of this world.

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The second restaurant, the
steak was so much better.

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The third restaurant, the sides were
unbelievable, and the drinks were amazing.

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The other restaurant, you know
the, the steak was good, but the

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service, the atmosphere, everything
else was just a little subpar.

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And then you say, Hey honey,
if we ever came back, let's go

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to that first steakhouse again.

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That my friend is comparison.

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Let's do another one.

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You get ice cream with two scoops.

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Do you have a favorite flavor?

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I do because I compare them.

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Next comparison.

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You go and test drive
to trucks back to back.

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What do you do?

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You compare them power.

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This one's more powerful comfort.

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That one's more comfort.

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Ride quality.

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This one was a softer.

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Towing capacity.

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That one tows more interior finishes.

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I like this one more.

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What we do is compare,
I have one more for you.

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You go to your favorite restaurant
and if you're like me, you

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get the same thing most times.

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Cuz that's what's comfortable.

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That's what you know you like
and you say, that's my thing.

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I love it there.

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It's predictable.

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But then one day you go to that
restaurant and you're like,

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you know, I always get this.

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I'm gonna try something new.

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So the meal comes.

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You're sitting there, you're
having your first few bites.

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Your spouse or significant others turns
to you and says, honey, how is it?

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And your response, instead of
saying it's good or it's not great,

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is instantly into a comparison.

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It's not quite as good as what I
normally get, or this is so much

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better than what I normally get.

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It's gonna be my new go-to
all because of comparison.

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How crazy is that?

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We don't even think about it.

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We compare everything that's just human.

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So how does this apply to
roofing sales and good, but or

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best systems just like this?

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This my friends, is the phenomenon
known as price anchoring.

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Humans are comparison creatures.

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Price anchoring is getting
people to compare prices.

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So imagine I'm in the home and I'm
not the cheapest contractor out there.

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I know I'm not gonna be the cheapest.

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Imagine that I come in with my first.

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And it's good, better, best, let's
say estimate number one, and by the

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way, I recognize that these packages,
one, they're gonna likely have a name,

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bronze, silver, gold, the cutesy name
that matches your brand, platinum,

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silver, bronze, whatever it is.

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Generally people don't
say good, better, best.

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There's some sort of naming convention.

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Second thing is usually these
estimates will be presented with

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your financing options alongside it.

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I'm leaving that out
just to keep it simple.

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For this video, looking at the cash.

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So back to it, Mr.

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Homeowner.

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I'm gonna share with you our
three options with our good,

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better, best roofing system.

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And our Essentials roof is
$18,000, and that homeowner

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turns to you and says 18,000.

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That's $2,000 more than the
other estimate we already got.

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So now at this point, they're
comparing the 18,000 against the

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16,000, which makes you already.

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More expensive, which means
everything from here moving forward

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is gonna be even more expensive.

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And if you go through it is
probably a complete waste of time.

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Let's have you experience
it for yourself, Mr.

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Homeowner.

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We also have our silver package,
which is gonna include upgraded

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colors, ridge cap, and warranty.

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And that one's 20,000.

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20,000.

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That's $4,000 more than the other.

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Well, if you want the, the Cadillac of
roofs with the lifetime warranty and

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never have to worry about it again.

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And it's even transferrable
if you sell your home.

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That one is 24,000.

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24,000.

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That one, by the way, if I
messed that math up, correct me.

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I think I already did.

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Math was not my strong Sweet Friends.

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Same math last four years in a row.

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That one is, uh, $6,000 more than the 16.

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Oh wow.

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I'm sorry.

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No more than that.

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I didn't mess it up.

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We're at $8,000.

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$8,000 more than their $16,000 estimate.

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So now if I'm not the cheapest
person, they're anchoring their

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comparison against the 16 grand.

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My lowest is already more
expensive than it goes.

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More expensive from there.

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That homeowner think they're comfortable?

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No, they're freaking out the
whole time cuz they're compar.

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Now, what if that same exact
customer knowing that they

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had an estimate for 16,000?

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By the way, Sheena always tells
me, Adam, never do math on the fly.

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You're gonna screw it up.

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And she's so right.

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All right, imagine now
we go into the homeowner.

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Same estimate they got for 16,000.

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Mr.

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Homeowner, our Cadillac
of roofs is $24,000.

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Geez, that's expensive.

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Don't worry, Mr.

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Homeowner, we got another option for you.

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Our best roof.

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Excuse me, our better roofing.

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Very similar, but we're gonna
peel back just a few things.

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Is $20,000 what?

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Oh shoot.

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That's still $4,000 more
than my other estimate.

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Well, we have our essentials package.

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Mr.

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Homeowner.

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Great Roof will last a lifetime for you.

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Still protected by our
seven year labor warranty.

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That roof is only $18,000.

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Now, as you presented the
value, you showed what you are

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going to offer and provide.

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You've itemized that estimate.

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You've done a great job
in the presentation.

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You are now only $2,000.

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More, but they have anchored against
and compared everything against the

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bigger number first, which makes
this one seem a whole lot cheaper.

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Do you see how experiencing that for
yourself, the nature of comparison means

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that we're always gonna compare any
future prices against the largest one.

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The same would apply on financing terms.

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There you have it.

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Good, better, best.

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I don't like the way it sounds, cuz in
my opinion it should be best, better.

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Good.

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But I do wanna leave you with
just one or two more things.

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Shouldn't you be using good, better, best?

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I'm gonna guess that
question might come up.

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Is this something that I
would say everyone should do?

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The answer is no.

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Am I against it?

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Absolutely not.

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But I also know that some markets
it works really well with.

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It's because most of the companies
are offering that in other markets.

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They don't, and some companies
just don't like having this system.

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I personally enjoy it, especially
if you have specialty products

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or premium warranties and premium
colors and premium shingles.

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You can sell class four shingles.

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I don't wanna sell outta my own pocket.

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I always want to give folks an option.

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That's just my opinion.

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But I do work with folks who are doing
wildly well, and they lead with one

00:08:43.530 --> 00:08:46.980
roofing system at their absolute best
price, which is not the cheapest,

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and they're doing incredibly well.

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In fact, they're one of the largest
retail companies in the Pacific Northwest.

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So, is there a right or wrong?

00:08:54.820 --> 00:08:55.540
The answer is no.

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It has to align with your
values, create the experience

00:08:58.360 --> 00:08:59.670
you want with your customers.

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Be able to be providing packages you can
fulfill upon and work in your market.

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So test them.

00:09:05.320 --> 00:09:07.960
But the other thing that I wanna share
with you is that it's okay to not have

00:09:07.960 --> 00:09:09.430
good, better, best, just best and good.

00:09:09.490 --> 00:09:10.330
Just two options.

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Why less decisions?

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There's nothing wrong
with having people choose.

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Or that because giving them those
paths make it really easy, and it's

00:09:18.325 --> 00:09:22.285
something that I've played with in
today, which my opinions change through

00:09:22.285 --> 00:09:24.805
continual testing and observation.

00:09:25.165 --> 00:09:28.735
I would go with two, why I
really like this or that.

00:09:28.885 --> 00:09:32.395
Plus, if someone chooses that lower
option, there's nothing to keep you

00:09:32.400 --> 00:09:36.745
from offering those add-ons to increase
that cart value, like upgraded ridge cap

00:09:36.745 --> 00:09:40.135
premium colors, impact resistant shingles,
extended warranties and underlay.

00:09:40.660 --> 00:09:43.360
After you get the yes
on the lower package.

00:09:43.720 --> 00:09:47.230
So there's my summary on good, better,
best, and how when done wrong, we're

00:09:47.230 --> 00:09:50.830
price anchoring against the lowest price,
making everything seem more expensive.

00:09:50.920 --> 00:09:54.520
And if this is more expensive than
competitors outta the gate, you, my

00:09:54.525 --> 00:09:58.900
friend, are out of luck because you're
already more expensive and they're

00:09:58.905 --> 00:10:02.110
anchored against the cheaper one
and it goes up Versus doing it the

00:10:02.110 --> 00:10:05.050
opposite way where we're always gonna
anchor in the most expensive and work.

00:10:05.905 --> 00:10:06.474
There you have it.

00:10:06.714 --> 00:10:08.365
Price anchoring for roofing sales.

00:10:08.724 --> 00:10:13.074
Now, just cuz this video's about to wrap
up does not mean your and my time has to.

00:10:13.074 --> 00:10:16.255
So if you're not in our free training
center yet, get in there, click

00:10:16.255 --> 00:10:21.655
the link in the description or text
the word free to 3 0 3 2 2 2 71 33.

00:10:22.335 --> 00:10:25.545
. And if you're someone who's selling
retail roofs, you want to get better in

00:10:25.545 --> 00:10:30.015
the home, you need a process to follow,
and you wanna learn how to run a proper

00:10:30.015 --> 00:10:33.615
presentation, ask for the business,
and then leave the house with a MIT

00:10:33.615 --> 00:10:37.005
full of referrals and a customer who's
prepped to write you a five star review.

00:10:37.275 --> 00:10:40.485
Well, I can teach you all that and more
as I have with thousands of roofing

00:10:40.485 --> 00:10:44.895
sales folks just like you, and that's
available inside our training center.

00:10:45.015 --> 00:10:48.435
There's links in the description, but
I'd be happy to tour you around on a demo

00:10:48.495 --> 00:10:50.985
and you can text the word demo to 3 0 3.

00:10:51.275 --> 00:10:53.885
2 2 2 71 33.

00:10:53.885 --> 00:10:57.305
Just go ahead and pick a time and our
team will walk you through it so you

00:10:57.305 --> 00:11:00.725
can see and decide for yourself if
it will in fact help you close even

00:11:00.730 --> 00:11:03.155
more sales within the next 30 days.

00:11:03.215 --> 00:11:04.865
And if it doesn't, I'll
buy it back from you.

00:11:04.865 --> 00:11:06.965
We got a 30 day money back guarantee.

00:11:07.175 --> 00:11:09.935
Hey, thanks for joining me on this video
and I will see you on the next one.