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When the homeowner won't sign with you because they want to "Wait and see what their insurance company says first." How do you overcome this in roofing sales? Learn how in this new video.
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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 don't wanna sign anything.
I wanna wait and see what the
insurance company says first.
Have you heard this objection?
Because I can't believe I haven't
covered this one yet, and it came
in due to a YouTube comment saying,
Adam, can you help me out here?
When I have the objection,
I wanna wait and see what my
insurance company says first.
How do I overcome that to
get the deal on the spot?
Well, that's exactly what I'm
gonna cover in this video.
First, we're gonna break down why it's
happening and then I'm gonna teach you the
path forward so it doesn't happen to you.
If you like this video and you
want more, you want to arm your
team with this information.
So they can learn how to overcome
these objections effectively
right there on the spot.
But most importantly, how
to keep them from coming up
by presenting the right way.
Specifically how to transition
to that contingency agreement,
the three key points they need to
hit in that contingency agreement
and how to drive the values.
So the homeowner says, actually,
That's really beneficial to me.
So if you'd like that for you or
the team, text the word demo to 3 0
3 2 2 2 71 33 and we will show you
exactly how we can help turn your
team into confident closers in 30 days
or less, or we buy it back from you.
That's 3 0 3 2 2 2 71 33.
And before we get to it,
welcome or welcome back.
My name's Adam Benjamin,
the roof strategist.
I'm guessing you've tuned in, and if
not, I'm excited to have you here.
Everything that I do on my
channel and on the program, I.
Is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
So without further ado, let's jump
right into tackling this objection.
First things first, this
objection comes up generally
due to poor communication early.
On.
I don't mean to insult anybody.
I've made these mistakes.
I've gone down this road.
I've tried the handshake deal.
In fact, I've done the
whole handshake deal.
Can't get a contingency agreement signed.
So then I start resisting signing it.
I shift shift to the handshake deal, and
I had a guy who gave me his word that
we'd worked together, wouldn't sign it.
I get to his house for
the adjuster appointment.
The adjuster's not one, two hours.
It's 95 degrees out.
I'm roasting my butt off
in my truck in Wisconsin.
Summer he gets here, he lumbers out of his
truck so large he couldn't use the ladder.
So he hands me his camera,
he hands me his chalk.
I grab them and I look at him
like I just won the lottery.
Cause I, it was the first time
I'd ever been in charge of this.
And I was like, it's happening.
Wow.
Hop up on the roof, document
that damage, truck everything
up, come down, hand it to him.
He opens him up cycles
through those pictures and.
We got it.
I'll be paying for the roof.
So with joy and excitement, I run
right up to that door, that homeowner
wrap my knuckles on it, and he
answers and I go to share the news
and I say, I have great news for you.
We just got your roof approved and
the adjuster's writing up the scope.
As soon as we get it, we can
move on to picking colors and
having the fun get started.
And I was so joyous.
And then he looks at me stone-faced
after that handshake deal.
He goes, great.
No, gimme your estimate.
And he slammed the door right in my face.
And in that moment I learned that
I never provided the value and I.
Solve the problem of why he didn't
sign the contingency agreement
in the first place, and it came
back to bite me in the Heiner.
I wasted hours and hours of time to hand
him a whole bunch of money that ended up
going in another contractor's pocket who
is willing to do it for pretty darn cheap.
So what I wanna break down to
you is why this is happening and
then how you can prevent this
from happening moving forward.
First, let's hit why.
Hey, we wanna wait and see what
our insurance company says.
We need to come to terms with the fact
that when the homeowner tells us an
object, Or states an objection, it does
not mean what they say, meaning the
words can't be taken at face value.
You have to look deeper.
So if we think about it, the home,
the homeowner likely trusts us enough
because we've identified some damage and
helped them become aware of a problem
that they generally were not aware of.
So therefore, there's a level of
trust I trust in what I've seen.
But the missing link is the.
Meaning they don't need you anymore.
You came in, you're like,
Hey, you got damage.
It'll be covered.
They're like, okay, cool.
Thanks for, thanks for the help.
And the homeowner, when we put ourselves
in their shoes and begin to think
like them is what they're thinking.
This guy, Adam, came out, who's a
roofer, showed me that my roofs damage.
I kind of trust him.
He told me it'd be
covered by the insurance.
So what I'm gonna do is file a claim.
I'm gonna get my insurance company out
and see, and then if it gets covered, I'm
gonna shop around and see, Hey, you know,
Someone might be able to do this cheaper.
I could save some money.
I wanna make sure I'm getting a fair
price, fair value, not overpaying.
I don't even know if I
have to pay my deductible.
And would you agree that that is
the exact dialogue that's running
through your customer's mind?
That is exactly it.
I don't need you anymore.
You showed me something.
I'm gonna call it in.
I'm gonna see what happens.
I'm gonna try to get it cheaper.
What we need to do when we present
is tackle all of that early and
powerfully and often, so the homeowner
sees the need to use us, that we
become an integral part of their team.
Through the process of working with,
not against, with the insurance carrier
to get the damage documented, covered
appropriately and facilitate the install.
And we do that throughout
the presentation, which
I teach the entire thing.
By the way, in my training center,
there's a link in the description to
the Roofing Sales Success formula,
both for owners or for individual reps.
Uh, if you're an owner with a team,
there's a whole lot more in there
for you, including individual login.
So again, text demo to three Oh.
2 2 2 71 33 Or check the
link in the description demo.
3 0 3 2 2 2 71 33.
So let's get into the root cause.
Why does this come up?
This comes up.
I wanna wait and see what the
insurance company says because they
don't see a need for your service.
It is truly that simple.
So what is the cure?
How do we keep this from coming up?
We present our value in how we
work with the homeowner in a way.
Need us where we become true, valuable
partners to the homeowner in in case in.
In fact, when we do this the right way,
the homeowner kind of changes their mind
about this whole contingency agreement
that was a lunch hiccup, my apologies.
And they say, you know what?
Uh, actually I see how
this could really help me.
Yeah, yeah.
Let's do this.
Let's do this together.
And it changes from a me to a we,
and I love that transformation.
So how do we do it?
Now I'm gonna give you the long version.
I'm gonna touch on a lot of
key points, and I have to.
Out this one disclaimer, I've
had people tell me whether it's
in-person trainings or on video.
They're like, Adam, It's
way too long-winded.
And I look back and I say, I know
man, I'm doing this by design.
And the reason is simple, if I teach you
this much, you're gonna retain this much.
And by the time you go to use
it, you're gonna use this much.
So if I teach you this much, which
is what you need, you're gonna
retain this much and use this much.
Uh, and by the way, if you're tuning
in the podcast, you're seeing a much
a shrinking window, . That's what
you're seeing, a shrinking window.
So I want to give you this wide
breadth of knowledge in this video
of all these different angles of.
So you can pick and choose, Hey, you
know, I really like this piece he used,
or My homeowner really needs to hear this,
but not that, and you can assemble it.
Is that fair?
Okay, so here's the key points.
Number one, we need to create
the need for your services.
I'm gonna talk about that in a minute,
but I want to plant the seed so you
can see what's coming in the little
mock presentation I'm gonna do.
Number two, we need to showcase the
value, meaning tying our services
to a dollar amount so they think
and feel that there's true value.
Because there is, we
don't work for free, okay?
So we have to present this whole
thing to say, Hey, we're serving you.
We don't bill for it.
The third thing we need to do is disarm
the homeowner to basically say, you just
need to choose someone, even if it's not.
To drive the need for the decision.
If you're in the house and
they like you, they trust you.
You've created a strong enough
need, you're gonna win the
business as the solution.
So those are the three key points.
Okay.
Create the need, sell the
value, and disarm them.
So they say, Hey, you're my guy or my gal.
All right, here's how we do it.
Mr.
Homeowner.
Listen, I understand that you may
want to keep me at arm's length.
You don't know me that well, and you
say, Hey, if this thing's true, and it's
as easy as it sounds, I'm just gonna
get the insurance company to come on
out, and then I'm gonna see what they
say and then likely I'll take a look at
their number and shop around and see,
can I get someone to do it cheaper?
Can I save some money?
It maybe even pockets.
And by the way, you'll notice I told
the homeowner what they're thinking.
That's what they're thinking.
There's no harm in that, cuz if you're
wrong, they'll just correct you.
It's great.
It's called elicitation,
by the way, that technique.
All right, so now that I've kind of laid
that groundwork to now I can overcome the
objection and I'm gonna start with this.
Now, Mr.
Homeowner, I respect you playing
your cards closed, but I do wanna
serve you the best way I can.
So I wanna remove myself, remove
myself for a sec a second, okay?
Whether it's me or someone else,
I highly, highly, highly, highly
recommend that you have an insurance
restoration contractor who specializes
in these type of roof replacements or
repairs to be here with the adjuster.
There's a few simple facts.
Number one, four eyes are
a lot better than two.
. In fact, about 97% of the roofs
that we replace under a storm damage
claim, whether it be hail, wind,
or hurricane, we end up documenting
items that the insurance carrier
missed on the first assessment.
Now, this may not mean that the
insurance company was trying to
stiff you or shortchange you.
It just means that they're out here
once, and they're not necessarily roofing
contractors, they're insurance adjusters.
But our position here is an
insurance restoration specialist
or a storm damage specialist means
that we have expertise not only.
In the roofing side becoming
incredibly adept roofers with fantastic
crews, but we understand the subtle
nuances of dealing with roof damage
caused by hail, wind, or hurricane.
So this damage can be
documented appropriately.
Factoring in the manufacturer's
recommended installation or required
installation paired with building code.
And similar to like your car, if you
had to replace your transmission.
Someone who doesn't know what they're
doing might just say like, Here's
three grand for the transmission.
And then you go to a body shop or a
mechanic and they say, Hey, well to
get to the transmission, we gotta
undo the motor mounts, pull the
whole engine out, which means all the
coolant oil's gonna go, we gotta do
new gaskets, get the engine back in.
So there's all these
other pieces that fit in.
And roofing is just like that.
Okay, so again, what we're
trying to do is create that need.
Now we get into the value.
So with someone like me, there you
have a higher chance and a higher
likelihood of getting this assessed
for properly from the beginning.
Now, the next thing, Mr.
Homeowner, one of the values that
we provide, the folks that we
serve, is we do not bill you for
the time, energy, and expertise to
support you through this process.
Me being here now, I'm gonna
be there before the adjuster.
With the adjuster.
Well, our team will be there during
the install and even afterwards
to document things that come up.
And in fact, I had one project where
a homeowner had an additional $8,000
worth of unforeseen damage, meaning
rotted decking that needed to get
replaced, excuse me, not rotted decking
that needed to get replaced due to a,
uh, wood shake, shingles underneath.
We ended up covering, getting it covered.
All of it, with the exception of
his deductible, saved him $8,000.
So what we do when I'm there for.
Is to support you through this process.
So there's no financial surprises.
And again, Mr.
Homeowner, we do not bill
you for those services.
The only way we get compensated
is by becoming the contractor of
choice to actually do the work.
And then the third thing is Mr.
Homeowner.
Now whether it's me or someone else, I
highly recommend that you have someone
there to support you for another set
of eyes who understands the process.
So now that you've heard all that,
how do you feel about revisiting,
having me participate with the
insurance adjuster to get you the
most favorable outcome possible?
And there you have it, those three
angles of attack, there's a million
different ways to spin it and I'd
love to hear from you cuz you,
my friend, may have a brilliant
idea to share with our community.
So drop a comment below and let us.
And again, in summary, the
three key points is to create
the need of why you need to be
there and the value you provide.
Two, share the value and tie it to a
monetary amount, meaning we don't bill
you for my time or our team's time
to support you through this process.
Whether it's documenting things,
uh, submitting the right evidence,
if there's stuff that was missed.
Supporting proper documentation for
code items or manufacturer spec.
All this stuff we do on your
behalf that we don't bill you for.
The third one is disarming them,
saying whether it's me or someone
else, you need someone there.
And that again, kind of circles back to
creating that need and when you're the
right person there and you close with.
And how would you feel about
revisiting having me there?
Now we're back in the F, back
in the fights with speak or back
in the conversation with the
potential to earn the business.
So if I miss anything or there's
things you do that you think I
should have shared, drop a comment.
Now listen, if you are someone who
wants more and you say, Hey, listen,
I, I need to arm myself, or I need
to arm my team with ways to overcome
these objections on the spot elegantly
without skipping a beat, without
having that cat get their time.
And if you're someone that needs help or
wants your team to get help presenting the
contingency agreement, positioning your
company as an authority, so they wanna
work with you, then I highly recommend
you get your hands on my all-in-one
sales training and sales system called
the Roofing Sales Success Formula.
You can get instant access on
this page and just know it is a
one-time only investment backed
by my 30 day money back guarantee.
So if you're not satisfied for any
reason, I will buy it back from you.
And you can text the word demo
for a demo to 3 0 3 2 2 2 71 33.
That's demo to 3 0 3 2 2 2 71 33.
Now listen just cuz your in
my time is about to wrap up.
Doesn't.
That it needs to.
So if you haven't done it and you haven't
jumped into our brand new free training
center, my recommended reading list, 10
closing techniques for every situation.
My pitch, like a pro roofing sales
training video library, my roof
claims crash course and more.
Click right here to hop in or hang with
me on YouTube and jump right into this
video and I will see you on the next one.