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OBJECTION: "The other company said they'll eat my deductible." Sometimes it doesn't work to explain it away. Try using this 1 word to overcome this top roofing sales objection right on the spot.
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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.
This one word will help
you defeat the objection.
They'll eat my deductible.
When you got another contractor
who's claiming to the homeowner that
they're gonna eat the deductible.
So even if you're really seasoned, you
have many years of sales experience
and roofing, you explain it away.
You tell 'em it's illegal, that it's
fraud, but you still lose deals because,
well, the other guy can do it and if
they're willing to do it, I don't care.
Cuz it's happening everywhere, right?
So people look around.
It happened to my neighbors.
So in this video, I'm gonna be
teaching you how this one simple word
can defeat this objection for good.
Now if you want more, cuz that's why
we have different angles of attack,
different tools in our tool belt, so
to speak, is because there's not just
one magic phrase or one magic way to
overcome the same objection when you were
talking about different types of people.
So if you want more videos on
how to overcome the deductible,
I highly recommend you pop over
to the roof strategist.com right
now and download a free copy.
The pitch, like a pro roofing
sales training video library,
it is a hundred percent free.
And guess what?
We have a new text opt-in, so
if you're driving, uh, pull over
safely and you can text this word
free, f r e e to 3 0 3 2 2 2.
71 33 and there's a link
in the description as well
along with that phone number.
And we'll pop you a free
copy once you're in there.
It's gonna bring you to our
brand new free training center.
So we just built this.
This is, uh, a ton of free
training available for you.
So you'll have a welcome video to watch.
You'll be able to access the pitch
like a pro roofing sales training
video library right in here.
You can click on the objections playlist.
That'll bring you down.
There's a ton of videos
on deductibles inside.
You're also gonna get our
roof lands crash course.
My recommended.
Uh, a webinar.
I've done the replay on 10 closing
techniques for every situation and more.
And again, it's available a hundred
percent free if you already have a copy.
We're working really hard to get
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All right, so the one word to
beat the deductible objection.
Uh, before we get started, just
a quick welcome and welcome back.
My name's Adam Benson, the roof
strategist, and everything I do here
is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
And oftentimes they'll eat my deductible
is the, the obstacle in the way.
So let's learn how to defeat
it with this magic one word.
First, we wanna avoid the.
Is explaining it away all the time.
So sometimes it does make sense to
explain it away, and in fact, in my sales
system, the in-home process I teach,
we're actually overcoming the deductible
and price objection before we pitch.
So that's our opener.
When we get permission to pitch from the
homeowner, we're using this opportunity
to educate and explain it away.
But I do know that there are times
this might come up at the door
before you present, or maybe you
didn't do that, or you're not
doing it yet in your presentation,
which I would encourage you to.
It does come up.
Instead of explaining it away, what
we wanna do instead is ask a question.
Now, the big difference here is when we
explain it away, we are educating someone.
Right.
We are trying to earn their business and
after all, what's the say on her shirt?
Oh, you sell roofs, so of course you're
gonna try to get as much money as you can.
That's what the homeowner's thinking.
So instead, what we want to do is kind
of allow the homeowner to talk him or
herself into a corner for them to then
realize, Oh wait, this isn't right.
I should go about this.
The legal.
In proper way.
And we need to do that by getting
the homeowner talking, which is
why we want to ask a question.
So the big question is, Adam,
you promised me one word.
So what is it?
You ready?
How it's this simple?
And I'm gonna show you right now, and
then I'm gonna show you how to make this
even more powerful in just a moment.
How so?
If I have a homeowner that says,
Hey Adam, the other contractor
said he'll eat my deductible.
I can say, Hmm.
, did they explain to you how they
were gonna eat your deductible?
Because guess what's gonna
happen at this exact moment?
The answer is gonna be no.
They just said they could and then you
can respond with, I'm really sorry Mr.
Homeowner.
They didn't explain to you how they
were gonna eat your deductible.
So when I add in these two
elements of being a little
perplexed and concerned, like.
Huh.
Mr.
Homeowner, did they explain to you how
they were going to eat your deductible?
That homeowner now senses your
concern, and instead of you being
like, Whoa, whoa, whoa, that's illegal,
you can't do that, You say, Huh?
Did they explain how?
Then they say, ? Well, no, not really.
And say, Well, let me explain.
Can I explain to you and show you how
they're going to eat your deductible?
And the homeowner's gonna
say, Yeah, absolutely.
And that's when I get out my
trustee pen and a pad, a paper.
And I sketch this out and I'm gonna
shift into some role play here.
And I'm gonna give you a bit of
the longer version so you can
pick and choose what parts of this
make sense for you in the home.
Sometimes you can do a short, fast
version, other times you gotta slow down.
And here's exactly how
I do this in the house.
Once the homeowner tells me,
you know, they didn't explain
how they just said they.
Here's what we do, Mr.
Homeowner, Let's assume, and I'm gonna
show you how they said they can eat your
deductible, that your roof is $20,000.
So may I ask first?
What is your deductible?
And they say, Oh, my deductible
is a thousand dollars.
And I'm gonna say, Okay, great, Mr.
Homeowner, this deductible is a
contractual obligation between
you and the insurance company.
I have nothing to do with it.
So I'm trying to distance
myself and I say, Mr.
Homeowner, I want you to think of
this like a copay for a surgery.
Let's say you needed a knee surgery
and they expected it was gonna be.
$30,000.
And then they get in there and they
realize that the, the procedure they
thought they could do, they can't.
And it became a little more complicated.
And the procedure's now $60,000.
What changes on your copay?
And they say nothing.
It's still a thousand say.
Exactly.
And likewise, let's say the surgeon
goes in there and instead of 30,000,
the surgery comes out at 25,000.
Do they write you a check
for the $5,000 They.
And the homeowner says no.
Say your contribution remains what?
The thousand dollars copay?
Right?
And it's the same on the roof.
It's your deductible whether
someone does it for more or less.
Now, the insurance company, they're not
gonna pay for the full roof up front.
They give you what we
call our used car prices.
So what that roof is worth.
Today.
So let's just assume that your roof
is about halfway through its lifespan.
So they're gonna pay you, uh,
$9,000 now, which is the actual cash
value, what the roof is worth today.
Now, of course, as this math shakes
out, that leaves $10,000 left on the
table cause you say, well, If I, if
they're giving me this first payment
and I owe my deductible, that's the
deposit generally in most places.
And again, work within your
state laws, local laws, and
how you operate as a company.
But this is generally the
deposit to get the work started.
Once that work is complete, we invoice
the insurance company and say, Hey, Mr.
Insurance Company, we did
everything for $20,000.
And they go ahead and release
this final check of 10,000 bucks.
But what ends up happening, Mr.
Homeowner, is the roofer that.
Hey, we can eat your deductible.
What they don't explain to you is the
fact that they're going behind your back
to the insurance company and saying, We
did it for 20, and then turning to you
and saying, Hey, we really only did it
for 17 or 18, or whatever the number is.
And then what ends up happening, Mr.
Homeowner, is that contractor has put you
as a willing participant of insurance.
Now, I love you.
I like you.
I want to earn your business, but
not enough to become your cellmate.
And I can't imagine you'd wanna
be wrapped up in insurance fraud.
Now, would you And they say no, say
now, how does that make you feel
about a, a company who's willing
to do that behind your back and
what's that homeowner gonna say?
You noticed that one
word I used again, How?
Huh?
Did they explain how
they were gonna do that?
Huh?
How does that make you feel
about a company who's willing
to do that behind your back?
There you have it.
You sketch it out and explain how this
whole process works, and if you want two
more potent pieces of information to help,
you can grab a scope from nationwide.
Now, I don't know if they've updated it
since then, or the time of this video.
Things have evolved, but on that scope,
it says on there, providing false or
misleading information to an insurance
carrier for the, for the purpose of
defrauding them is punishable by, uh,
financial penalty, imprisonment, loss
of insurance in more scary language.
And on the other side, many common scopes
like maybe the, the company with a red.
On their front cover page,
they'll say, We will pay off the
lowest estimate, which means, Mr.
Homeowner, if this became 18,000,
they're not gonna say, Oh,
well you got it done cheaper.
So you the policy holder,
get to save the money.
They mean, Hey, if we find someone to
do it cheaper, your contribution doesn't
change because that's your deductible.
All right, So those two scopes can
be very helpful if you keep them
with you to communicate this to
a homeowner, should it come up?
And there you have it.
The one simple.
Mr.
Homeowner sounding a little
perplexed and concerned.
Did the other contractor explain
how they were gonna do that for you?
When the answer is no, we don't know.
We sketch this out, educate
them, explain the fraud.
We showcase the examples and the
written language from the insurance
carriers, and we say, Now how does that
make you feel about a company who's
willing to do that behind your back?
And chances are they're not gonna feel
very good about it, and they're gonna
kick down your door to do business with.
Hey, uh, thanks so much for
suggesting today's video.
By the way, thank you for joining me on
the road at the Owens Corning Events.
And what I do ask of
you is just one favor.
If you know anyone on your team who
needs to see this, or even maybe a
homeowner who needs a, a, a bit of help
in education on how to make an informed
decision, how to choose a contractor
that's best for them, feel free to
share this video and spread the love.
Appreciate it.
If you like this video, give
it a thumbs up and subscribe
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I'm putting up two videos.
And I am just so glad to have you here.
So that's all for this video and just
cuz our time here is about to wrap up
does not mean your and my time has to.
So if you haven't done it, click right
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We'll see you soon.