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Overcome any objection, anytime, without skipping a beat. Discover the 2 most powerful paths to overcoming ANY roofing sales objection right on the spot.
Program questions? Call/text: 303-222-7133
“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.
I'm gonna teach you the two most
powerful strategies to overcome
objections, because at the end of the
day, if you're not following a plan
in your head, you end up winging it.
And believe me, I've done that.
I've talked my way through things.
You know, it works for a while.
Then you get in a sales slump,
customers knock you off course.
You move on to bigger sales, like
commercial sales or multi-family with
multiple decision makers, and the
stuff that you used to use before by
winging it or talking your way through
it because you're a smooth talker.
You have experience all of a sudden starts
to crumble and not be that effective.
And the real thing that separates,
um, phenomenal salesperson
from a mediocre salesperson.
Intention in the intention of
following a proven process that
works with how we think as humans.
Because all of us think
very, very similarly, we make
decisions very similarly.
So when you have a framework to
follow, or a formula, which is what
I teach, is formulas and systems,
they're really easy to follow.
Um, by the way, that's all
included in our sales system.
These become second nature.
You understand?
Oh, I got an objection.
I got Path one, path two.
So in this video, We're gonna kind
of sh shake out all the, I'm gonna
wing it on objection handling
and teach you the following.
Number one, I'm gonna teach you
the best two ways, the two most
powerful ways to overcome objections.
Then I'm gonna teach you how to
choose which path to take when.
So the next time that you're out
in the field, you've got like a
really clear vision of a, I got
this objection and I can go this.
Or that way, and we have it narrowed down.
We become robots in a good way, not
robotic, but robots, meaning you're
firing on autopilot without skipping
a beat because you are literally
programmed for it and it is amazing.
So remember, this is not robotic, like
I am reading the word for word script.
Uhuh not like that.
I mean robotic as in you can't fool me.
You can't catch me on my heels.
I am a machine.
So let's turn to you into an
objection handling machine, right?
In this video, uh, first
quick welcome or welcome back.
My name's Adam Ben, the roof strategist,
and everything that I do here is
designed to help you and your team
smash your income goal and give
every customer an amazing experience.
So if you like this video and you
want more, you're gonna love our
brand new free training center.
You can get in right now by clicking
the link in the description, uh, on
the podcast or, or the YouTube channel.
And if you're cruising around as
long as it's safe, please text wells.
Pop your link, text the word.
F r e e to the number 3 0 3 2 2 2 71 33.
That's 3 0 3 2 2 2 71 33.
All right.
Two most powerful objection
handling strategies.
Go.
Let's go.
We're gonna turn you into an
objection handling machine.
Uh, remember, core purpose of
handling objections is what?
Two.
. I heard it.
I didn't hear it.
We're on camera.
My camera doesn't talk back
when I meet folks in person.
By the way, thank you for everyone who
came up at Roof Con and said hello.
Love seeing you there.
I always tell folks the joke.
My camera doesn't talk back, but
I'm guessing you're thinking it.
The core purpose of overcoming
an objection is to keep
the conversation going.
That's our, our, our sole mission.
It's not to throw the perfect
right hook, the rebuttal tackling.
Beating it.
It's not about beating the
homeowner down, showing 'em
you're smarter, outwitting them.
It's about furthering the conversation.
So once we have that groundwork
laid, which we just did, the
number one goal is to there it.
By the way, I'm trying to
integrate more teaching techniques.
It's called Recall.
So when I ask that question in
your mind, you're going, oh yeah.
The number one purpose of
overcoming Objection is to
keep the conversation going.
These are designed to help you
learn more, so you can take this
information, apply it in the field,
go make yourself some life changing
money, and create some life changing
opportunities for you, your loved ones,
and your kids and everyone around you.
All right?
So keep the conversation going.
How do we do that?
Here are the two paths.
Okay?
Two path.
Number one is we can explain it away.
This is where everyone goes to, right?
We say, Hey, you know what?
I wanna explain it away because
they said, uh, I wanna wait and
see what my insurance company says.
Or, uh, can you eat my deductible?
Or, I wanna wait and see what the other
estimate says from their contractor.
And we go to explain it away.
Hey, we're a better value, better
product, better service, better warranty.
Hey, you don't need to, to wait to,
to meet with your insurance company.
You want me to be there because I'm gonna
provide all this value and support you.
And you know, the deductible by the.
You shouldn't worry about that.
It's illegal.
No one can't deductible.
So more often than not,
this is the knee jerk.
People go, I want to explain it away.
If I educate enough, it'll
just disappear and I win.
Well, that's a shortsighted way
of thinking because what is it pop
quiz that we're supposed to be doing
when we are overcoming objections?
Keeping the conversation going, right?
So there's a time and a place
where we have to explain things.
This is showcasing our knowledge,
our expertise, and our mastery of
roofing or the restoration process
and how we can serve homeowners.
But what if I told you that this
was not always the best way?
There's a better way in this, my
friend is asking open-ended questions.
Asking open-ended questions.
By the way, the two questions to ask are
how questions and what questions Now,
what word am I missing from this list?
You guessed it.
Why?
We don't wanna ask why questions?
Because they seem invasive.
Why do you drive a Ford truck?
Hey, why are you wearing that?
Right.
When we ask someone the word
why, it basically tells them, and
again, this is the feeling, right?
We're getting beyond the word why?
We're talking about how it feels to be
asked a question that starts with why.
Why are you wearing that shirt?
Why are you driving that truck in?
The signals that that sends your
homeowner is, huh, I disagree with you.
Are you sure you're thinking about that?
Clearly?
Are you stupid?
Hey, I want you to defend
your position on this.
We don't want any of that.
We want to what?
Keep the conversation going.
So we want to use how
questions or what questions.
Let's use an example of how this
shakes out because I promise in the
beginning of this video to teach you
how to know when to go to each one.
By the way, by default, if you
ever don't know the answer to a.
Always go to the open ended question.
This will take role play.
It's gonna be really uncomfortable
and clumsy at first until
it becomes second nature.
With role play and practice,
things do become, uh, hardwired.
We actually create new
neural pathways in our brain.
Uh, I'm doing a lot of.
Uh, personal study on learning
so I can be a better teacher.
I wanna learn how to learn well, so
I can apply it and then say, Hey, I'm
the, the typical roofing salesperson
with a super short attention span.
Who wants things fast?
Who wants things simple?
And how can I learn this this way
and then teach it to everyone else?
Which is why, uh, I believe
our system is so successful.
I've, I've walked a million
miles in your shoes, and I know
that speed is of the essence.
Simplicity, easy to replicate
without a lot of thought.
So in order to get there, by
the way, speaking of studying,
learning is repetition.
And in my journey, as I recently
read a book called Ultra Learning,
um, I forget the author's name.
Really good book by the way, and he talks
about, Uh, recall and how repetition
literally creates in our brain, new
neural pathways connecting things.
So we have to practice this how,
and these how and what questions.
But I want to show you that most
people, when they don't know the
answer, they go to explaining it away.
That cat gets their tongue,
they get caught on their heels.
Or they start spitting
fluff, they don't make sense.
It's fumbly.
They lose their place and they sound like
they're totally BSing it because they are.
And if you can just shift that
mindset instead of having to
respond, you just ask more questions.
Whoever's asking the questions is
truly in control of the conversation.
So let's show you an example.
When someone says, and this is just
an example, uh, the other contractor
can do it cheaper, or You're too
expensive and you've already done
what I teach you in the sales system
linked below, by the way, about how we
overcome that before we even present.
The key questions to ask homeowners
how to highlight the pains.
They were completely unaware of using
questions and not telling them what they
need to hear, but asking it so they can
come to that conclusion on their own.
That's the real power of these questions.
They come to the conclusion of their own.
So, uh, I'll give you an example of
what many people do when I say, Hey,
the other contractor can do it cheaper.
So many salespeople when I've been doing
this role play all over the country.
Retail markets, storm markets,
hybrid markets, knee jerk
response, explain it away.
Hey, Mr.
Homeowner, I understand they
can do it cheaper, but we
are a higher quality company.
Use a way better shingle.
And as I showed you before, we're
doing a lot more line items.
You're gonna, we're gonna be
held accountable, better service,
better product, better warranty.
We're just not willing to cut
corners to earn your business.
Okay?
That's explaining it away.
Did that go very far?
Does it?
No.
And unfortunately every roof
you're saying the same thing.
Better service.
Better product, better warranty.
Better, better, better.
What if we did this instead?
Hey, the other contractor
can do it cheaper.
Hey, what about the other estimate made
you more comfortable than our estimate?
Hey, how did the other contractor provide
more value than what I provided you?
And all of a sudden what ends
up happening is this homeowner
starts talking themselves into
a circle so they see the light.
Cuz as they're explaining things,
Hey, how do the other contractor
provide more value than I did?
Now they're stumped because they can't,
this is how we get them to see things
From our perspective, it's we exercise
patients to walk them through it.
So oftentimes these two
get linked up again.
If someone said, Hey, uh, the other
contractor said could eat my deductible,
I would go, Did they explain to you
how they could eat your deductible
and the homeowner's gonna go?
Actually, no, they didn't.
Then we shift to explaining it away, and
I went over that in a previous video.
I did really recently, actually, on
the one word to defeat that objection
always, which is asking how do we.
How do the contractor explain to you
that he or she can eat your deductible?
So more on that in this video.
We'll actually link to it up
here if you wanna check that
one out, the full length cut.
Um, but for this, I just want you to
show you that these can work hand in
hand, but by default the how and what
questions are the best place to start.
Cuz we keep that conversation going.
And as you and I know, objections
are often a smoke screen.
They're bs.
It's not the truth.
They're just kind of stalling
and you've probably done it.
I do.
I just asked a furniture salesperson
for her card and told her we'd
call her after we'd think about
it and what it really meant is, I
don't wanna talk to you anymore.
I'm outta here.
And I didn't like her.
I don't like the furniture.
She was super pushy.
So anyway, your kneejerk, the two
paths, excuse me, your kneejerk
is gonna be explained it away.
Your exercise and mission.
Is to practice using how and
what questions to further the
conversation and guide the
homeowner into their own conclusion.
And remember, let's do a quick
summary, two paths to becoming
an objection handling machine.
Explain it away, or ask
how or what questions.
Those are the open-ended questions,
and I highly recommend that you get
these in in some role play in practice.
Fastest way to do it is this.
Grab a camera, set it up for yourself.
If you're on your own, if you
have a team, do it together.
Set up the objection and just
have the person deliver it.
I need to talk to my wife.
Go through the a r o formula,
acknowledge, reassure, overcome
with these questions, and then stop.
That's it.
Get that quick repetition in.
Do that 5, 10, 15 times a day.
This will be running on
autopilot in no time.
And you, my friend, will be
an objection handling machine.
All right, listen, I know that
there's a person on your team
who needs to see this video.
So do me a favor.
Click below, click the share button,
copy the link, put it in your group
chat, Facebook messenger, or text it
to the person that needs to see this.
You and I both know that
there's someone out there.
The new person is often the one
that has their C out their tongue
or the person in their sales slump.
So I appreciate all of your support.
Hey, thanks for being here.
If you want more, then jump right
into this video, the one I talked
to you about, about the uh, uh,
deductible by the way, the one liner to
absolutely kill the deductible object.
Or if you're not in there, I wanna see
you inside my brand new free training
center, and you can click right here.
We'll get you inside.
See you soon.