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“Because your company is only as STRONG as you are.”
Forward-thinking roofers tune in to get help building STRONG companies, sales teams, leaders, systems, marketing, relationships, culture, and financials.
Whether you own a own a roofing company, manage one, or sell roofs - subscribe to the channel for content that will help you:
1) Close even more roofing sales.
2) Adapt to new roofing industry trends and changes.
3) Take control of your roofing marketing and lead generation.
4) Improve D2D roofing sales.
5) Build the roofing company of tomorrow.
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.
When the homeowner tells you,
we really like everything, but
we're in between choosing you
and this other roofing company.
Now in this video, I wanna teach you a
very simple two-step process to help you
close more deals confidently when you're
in the home right after you hear this.
Because in today's time, roofing sales
is more competitive than ever before.
The level of professionalism is rising.
The number of.
People investing in professional training
instead of just winging it and figuring it
out like many do or many of the past do.
We are seeing that inside the house
it's getting more cutthroat because in
the past all it took was just the one
professional contractor to show up and
present, and then the homeowners comparing
them to the others being like, Wow.
The classic chuck in a truck showed
up, wasn't prepared, tried to wing
it, talk his way through it, didn't
know what he was doing, whereas the
professional ran a proper appointment
and won the business and now there's
more and more people doing this.
And I'm hearing that it's more and more
common to hear this objection at the end.
Thanks for coming out.
We're choosing between you
and this other contractor.
So what many people do is they
literally pull the hand grenade.
And then instead of throwing the
grenade, they throw the pin and they
blow themselves and the sale up by
saying and doing all of the wrong
things, which often sounds like this.
Well, we are a great company and we
truly do care about our customers.
We have a better product, a better
service, and we put on a great roof
and we have a, a warranty that is
just unmatched by anybody else.
And when we try to sell ourselves at
this moment, it falls on deaf ears.
And what the homeowner feels is like you
are pushing them into a sale where instead
we need to be pulling them towards us.
So they choose to work
with us on their own.
And that's what I'm gonna be
doing today, is teaching you that.
In this very simple two-step process.
First, just wanna say a quick welcome
or welcome back, Adam Benjamin 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.
So if you're looking to level up your
game or empower your team to be even more
powerful salespeople, then I invite you
to join me inside my free training center
and you can text the word free to 3 0 3.
2, 2, 2 71, 3 3.
You'll find resources.
It'll be great for the, the new hire,
uh, the person just jumping into the
industry, the seasoned veteran looking
to sharpen the ax, and including managers
and owners who you want to really arm
your team with powerful information
to close more deals confidently.
Again, just text the word
free to 3 0 3 2 2 2 71 3 3.
There's no catch, and there's a
link in the description as well.
Alright, let's get to it.
Two step process to win more
deals confidently by pulling
homeowners towards you.
When you hear thanks, we're choosing
between you and the other contractor
first, what we need to do is get what
I call a pulse check or a commitment
on how that homeowner really actually
feels about working with you.
Then step two, giving you a little bit
of a teaser is going to be learning how
to ask the right questions so we can
sell the right thing to the homeowner.
With one very, very important disclaimer,
you have to be able to fulfill upon
it because there's nothing worse
than a smooth talking salesperson who
says all the right things to win the
business, but then the service end drop.
So you have to do this the right
way with some heart and actual
care about your customers.
So let's get to it now.
First is when you hear this objection,
Hey, you know, we're in between
choosing you and the other contractor.
We need to get that pulse
check and figure out what's the
temperature of this customer?
Are they hot?
Are they, are they warm?
Are they cold?
So we want to ask.
A couple of things.
And for this example, I want to assume
that the husband and wife or their
partners, whoever's making these
decisions together, are both there
and it's gonna go something like this.
Hey, completely understand.
And, and I wanna say thank you.
I'm truly honored to be selected in
the running to earn your business.
And I know it's a really big
deal to choose a contractor that
you like and that you trust.
Um, so may I ask.
Now, how are you feeling about everything
that I share with you today and how are
you feeling about when usually there's
a, the, the main person that you're
selling to of the decision making couple.
There's one person who's generally
spearheading it, and I want
to pinpoint that person first.
How are you feeling about everything?
And they're gonna say something along the
lines usually of everything was great.
Great.
We really like, we
really like you a bunch.
And you know, we just gotta decide.
So I, I get this commitment.
They like everything and I want them
to, to share with me how they felt,
which is usually leading with some
compliments and validating their decision.
Next, what I wanna do is,
is turn my attention to the
other person in the party.
Well, awesome.
Well, I appreciate you sharing
that, Tom, Peggy, how are
you feeling about everything?
And I wanna get the buy-in
from both Peggy and Tom.
They'll say, Peggy, how are
you feeling about everything?
And then generally, Peggy's gonna
then say, Hey, everything's great.
I, I really like it.
Uh, we really wanna work with you,
but we just have to make our decision.
So those are, that's the first step,
is to just get that pulse check.
How are you feeling about
everything, by the way?
One other thing, if you wanna
just add some humor, you can say,
Hey, you know, quick pulse check.
How are you feeling about everything?
Thumbs up, thumbs down, and
just leave it like that.
Then I even sometimes use my thumb.
And that way when you do that, that
homeowner who's hearing it is like
can just, you're giving them the
easy way to say, you know, we really
didn't like this, or I think we're
gonna go a different direction.
But if they told you that you're
running, you're probably not.
Alright.
So again, start with
Tom, then move to Peggy.
Next question.
Now I'd love to hear from each
you, when it comes to selecting a
contractor, what's your biggest concern?
And the reason that I wanna focus
on the biggest concern is this will
often reveal their biggest objection.
And you don't always know what it is.
For many of us, we think it's always
gonna be price, but oftentimes it's not.
Their biggest concern might be working
around their schedule at home because
they're both in home offices, they're
running Zoom meetings, and they
can't have their day interrupted.
So it can be eyeball, things like this.
So again, just in summary of step one is.
How are you feeling about this?
Let them share step two, excuse me.
And then we're gonna turn to the, the
partner, how are you feeling about this?
And I've talked to both.
And then, hey, between both of
you, what's your biggest concern?
And then they can voice it.
And now we know what we need to address.
Now.
Step two is follow up questions.
These follow up questions can
be something like these three.
And I would recommend writing these down.
If you're the note taking type.
How will you, so I'm
talking to Tom and Peggy.
Tom, how will you and Peggy decide
which contractor is best for you?
What we're doing is asking into
their decision making process,
what, how will they decide?
And this is a relatively open-ended
question, which means you might get
direct criteria, like, well, we're gonna
factor in the price and the warranty.
And you might say, Hey, well we're going
to wait till the next person comes out and
we have one more, and then we're gonna sit
down and review everything side by side.
Alright?
Question number two, what's
the most important thing?
To you when it comes to
selecting a contractor.
So what I've done is in the beginning
I asked what's their biggest concern?
And then I've asked, what is the
most important thing to you when
it comes to selecting a contractor?
And often they're gonna say, a
reputable company who stands behind
their work, does the the job at
a fair value and then is gonna be
there for us if anything comes up.
And that's a very common.
Response or something like that.
And then the third question
is my favorite question.
It says, Hey, understand this
is a really big decision.
If we were to just play in fantasy
land for a minute and remove
price, if money was not an object,
who would you be comfortable
moving forward with in this way?
What we do is we've removed the financial
component to help that customer make the
emotional decision first, which if you
did a great job in the home and you won.
Again, by creating a better experience,
a stronger emotional experience, and
then you won the comparison against
how they're looking at others.
You've likely done that work and the one.
Limiting factor is that financial
component, that financial difference.
And what we can do at this point
is now speak to their answers,
if we can appeal to their deepest
desires and their requests.
So again, we're gonna summarize
this again in those two steps.
Step one is, Hey Tom, thank you so much.
Now, before I get going here, I'd love to
hear from you, just a quick pulse check.
How are you feeling about
everything I share with you?
Oh, it was great.
Awesome.
And Peggy, how are you feeling
about everything I share with you?
Oh, so great.
Excellent.
And what would be your biggest concern
when it comes to selecting a contractor?
Well, our biggest concern is we
just want to get a fair price.
I can completely respect that, and I'm
not even gonna respond to that yet.
Now I'm gonna move on to step two.
Because I'm just fact gathering.
Step two, how will you and Peggy
decide which contractor's best for you?
Let Peggy and Tom share if you're
a note taker, write these down.
Next one, what's the most important
thing, the number one, most
important thing to you when it
comes to selecting a contractor?
Let them share.
And the third question is, if
money was no object whatsoever.
Which contractor would you feel
most comfortable working with?
And they'll describe that contractor.
Now, once I have all of this information,
which is their biggest concern, how
they're gonna make the decision, what's
the most important thing to them?
And then if money was no
object, who could they speak to?
Now they've given me all of
the answers already, which I
can reiterate back to them.
You, what you described is, And then
I'll share that information and if
we fit the bill, I'll plug in all
those specific details of how we do.
And now I can go in for the close and if
I don't close that deal, I'll get that
follow up appointment set before I leave
the house so I can ink it upon my return.
So there you have it, my friends.
That is my opinion of the best
way to handle the situation when
the homeowner says, we're choosing
between you and the other contractor.
And remember this, That the other
contractor is likely gonna make that
grenade mistake to blow himself up by
simply selling himself and making that
homeowner feel pushed where you, my
friend, are asking intelligent questions
to learn about what they want, and then
providing them everything they just
share with you by pulling them towards
you so they choose you on your own.
Free will use this two step technique.
And you, my friend, will close
more deals confidently and
more easily inside the house.
Hey, thanks for joining me in
today's video and, uh, just 'cause
our time here is about to wrap up,
doesn't mean your and my time has to.
So if you haven't done it already, jump
into the free training center right here.
There's great information for
you and your team, and tons of
videos organized by categories.
There's a new webinar in there, the
$8 million in-home sales System.
By the way, one rep.
Oh, one rep sold 8 million, so a bunch
of stuff in there and being added.
If you want to hang with me here on
YouTube, YouTube thinks you're really
gonna love this video, and I'll see you.
And the next one.