Subscribe
Share
Share
Embed
Why do people choose to buy? There are ONLY 2 reasons. Discover the 2 reasons people buy, and how you can sell even more roofs using this.
P.S. If "winging it" through your sales presentations isn't working. And if you're losing deals to competitors, then you need a proven sales system to follow. Get instant access to my complete system and start closing more roof sales, easier, faster, and like a natural: https://www.theroofstrategist.com/get-roofing-sales-success-formula
Questions About Products or Programs? 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.
There are only two reasons
that people buy things.
That's it.
There's two reasons that drive people
from where they are right now to deciding,
to give you their hard earned money.
And this applies to any single product
that anyone ever buys, whether it's a
new pair of shoes, whether it's a new
car, a new truck, a new phone, a lift
kit for your truck, all the things that
are exciting to purchase and the same
applies to all those things that are.
So exciting to purchase
things like a roof.
Now this is a wildly simple sales
philosophy, but you, the breakthroughs
that you can have by applying these
principles that I'm gonna teach you today
can help you close a lot more sales.
And here's why I'll prove it to you
when you learn why people make buying
decisions, you can custom tailor your
sales presentation in all of your
customer communications to just totally
line up and resonate with that customer.
This is what creates that experience.
When homeowners truly cut you off
and say, I'm ready to move forward.
What are the next steps and
allow you to use that jump close.
And it's because you've been able
to identify which one of these
levers or these two reasons that
customers make buy decisions.
Again, I look at them as
like levers in their mind.
If we can pull these levers
appropriately by customizing
what we say and how we say it.
Our sales message just matches
and it sings beautiful words
of poetry in their ear ears.
And they're just super
excited to work with you.
So before we get started in today's video,
I just wanna say welcome or welcome back.
Uh, my name's Adam Benjamin through
strategist and everything I do here on
my YouTube channel and on my podcast
is designed to help you and your team.
Smash your income goal and give
every customer an amazing experience.
And I've got a few ways I can help you
do that beyond right here on YouTube.
And the first one is the no brainer.
It's a freebie.
It's my pitch.
Like a pro roofing sales training,
video library, all the videos I've
ever done organized by category for
easy binging in a way more robust
way than I can do here on YouTube.
And, uh, you can get yours for free
over@therootstrategist.com right now.
And you can click the link in the
description to access this page.
All right.
The other thing, if you haven't yet,
you can take a peek at our programs.
Uh, there's information in the
video and podcast description,
along with information for a
demo and how to get ahold of us.
If you have any questions.
All right now, let's get
back to today's video.
The only two reasons that people buy
things and how you can learn how to
manipulate your sales, dialogues your
sales communications, to create beautiful
words of symmetry in your prospect's mind.
So they choose to work with you.
Now let's first break down the two
things, the two reasons, and only
two reasons that people buy things.
Number one.
Is drum roll here.
Come on, Penn.
There we go.
Things that people want.
All right.
Now, what do I mean by
things that people want?
This is the stuff that's fun to shop for.
This is the stuff that you find
yourself laying in bed at night
on your phone, doing research
about the lift kit for your truck.
The next vehicle you're gonna
buy, which phone you might want.
The elective per purchases
that are driven by pure desire.
These are the things that we can't.
To get there's so much joy in,
in fulfillment that we seek
through these buying decisions.
So I want to ask you this right now.
Does a roof fit this criteria?
and for most people on the other end
that are watching this, you're probably
thinking to yourself, heck no, it
doesn't, no one wants to buy new roof.
No, one's like, oh honey, I cannot
wait to spend 20 to $40,000 on a
new roof because it's gonna give us
all this new opportunity and amazing
experiences and increase the home Vale.
No, no one thinks that way.
So if the first decision is a
want, then what's the next one.
The next one is the big one.
Things people.
Things people need.
Yeah, like I said, crazy simple,
but we're gonna break down this
psychology, a few layers deeper.
So you can apply this on
your next sales appointment.
People buy for two reasons, the things
that they want, which are exciting to
seek pleasure and things that they need,
that they literally can't live without.
So if I were to list out a few
of those items, uh, that people.
You know, want to, to buy this
could be a new cell phone.
This could be a new truck.
This could be a house.
It could be, uh, a lift kit, the
fun stuff to purchase, right.
And things that people need.
I'm gonna give you an
example, electricity.
They have no option, but to pay
your electricity bill, if you're
on the highway and you get a flat
tire and you don't have a spare.
Do you want a new tire or do you need one?
No, you need to get your tire fixed
or you need a donut or you need, uh,
a replacement on the side of the road.
So again, things like tires.
These are wear items on a vehicle.
You need to get an oil
change for your car.
Right?
We don't buy this stuff
because we're excited.
Oh, I cannot wait to go bring my truck in.
Especially if you're driving a
diesel and you're doing the $400 oil
changes, no one is excited about it.
So we've got these two
categories we have wants.
And we have needs.
We've just agreed, right?
That no one wants to buy
a roof, cuz it's not fun.
But what we need to do instead
is learn how to communicate
our sales message to do.
To focus in by cutting out the
want and focusing in on our need.
Now what you'll see in my program,
I teach that there are three
dominoes that we must knock down
in order in order to get the sale.
And those go trust.
We have to develop trust.
We have to create a need.
And then we have to showcase that
our financial exchange of money
for product is a, is a high value.
So we have trust need money.
So in sales, we have
to develop trust first.
Then we have to create the need
because people don't wanna buy a roof.
So how do we showcase the findings
of what we discovered on the roof?
So the homeowner begins to
say, Hey, you know what?
I really do need a roof and I need it now.
Right?
The, the higher, the need, the higher,
the likelihood of the buying decision.
So I'm gonna ask you a.
You selling retail?
Does, do you have a higher likelihood
of selling the roof on the homeowner
who has an active leak or the
homeowner who's planning to, Hey,
come on out and give us an estimate.
We know we gotta replace the
roof in five to seven years.
Okay.
Which one?
Now common sense says the person
who has an active leak, why.
Because there is a very, very high need.
So if you look at need on a scale of
one to 10, I want you to focus on all
of your communication to legitimately
and ethically communicate to drive that
customer as high towards a 10 as possible.
If they have an active
leak, they're in an 11.
If they're looking at, at, uh, a new
roof in five to seven, Their need
right now is probably about a three.
So we need to find those
compelling reasons to get
that homeowner to take action.
I'm gonna give you a few
of those tips right now.
Number one, I want you to go watch my
video say never, ever, ever, ever tell
a homeowner that the roof is damaged and
I'm gonna link to that video right here.
I wish I could blend it in, but this
video would just get way too long.
So believe me, you're gonna
want to go watch that.
That is a key driver.
For creating the need.
Next tip.
You need to do an inspection that
sells to find other compelling and
legitimate reasons, highlighting
problems that homeowners may not
have been aware about to create
the need for them to do the roof.
Now, now other options on
the storm in retail side.
On the storm side, people may wanna wait.
Right?
Hey, I wanna wait till later this year.
And there are ways angles of attack
for us to showcase the need to do
the roof now, as opposed to waiting.
And I've done another video on that
topic that you can watch right up here.
And that's, I want to wait to
do my roof now on the retail
side of things, there is.
Urgency there's urgency because the
price of roofing materials we're getting
quarterly rate increases at the time
of this filming between seven and 12%,
which means at today's rates compounding
by the way, much faster than the stock
market is meaning the price of roofing
is going up more in the stock market.
Exponentially more means the
price of roofing will double about
every five years at today's rates.
So if a roof is 20 grand today and a
homeowner wants to wait to get it done.
Yeah, they can, but they must be aware.
That that roof in five years
will probably cost about $40,000.
Isn't that crazy?
40,000 doubling in
price, an extra 20 grand.
And I've broken that
down in a video as well.
All right.
Now, if I can find that one on YouTube,
which I believe we put it up there, or
it was in a training, I've done a lot of
these videos, so we'll have to figure that
one out, but I'm gonna link to that one.
If we have that one
available for you breaking.
The rate increases in a, again,
based on real data, we're getting
from the suppliers, compounding that
interest on those quarterly rate
increases and projecting that out
over a number of years, the average
roof again, will double in five years.
So there you have it.
You have now learned that there
are two reasons and only two
reasons that people buy things.
They buy the things that they want to
buy and things that they need to buy.
And since roofing, isn't an exciting item,
not something people look forward to.
We need to learn how to sell
things that people don't wanna
buy by focusing in on need.
Creating the need.
Now you have enough to run
with on your next appointment.
So as you're communicating, I want you
to think to yourself, with my customer.
Am I successfully communicating the
need for them to take action now?
And am I, am I successfully
asking them questions to help
them come to terms with the fact
that they need a roof now and not.
To wait.
Now, if you like this video and you
want more, this core philosophy right
here, the trust need money and how we
are going to run that sales appointment.
I give you the entire thing step by step
inside the roofing sales success formula,
what to do and say inside the house to
create this totally insatiable need.
So customers buy from you and I do
teach you my objection strategy as well.
Knocking down the trust need and money.
All right, bringing us to a close here.
Your new mission is to
approach every sales dialogue.
With this in mind, I need to focus
on creating an absolute need and I'm
gonna use every ethical angle I can.
I'm gonna use all the information at my
disposal and I'm gonna slow down and work
on my inspection so I can communicate
clearly and have indisputable evidence for
that homeowner to again, focus in on the.
So I can win the sale.
Hey, thank you again for joining
me in today's video, just because
our time is about to wrap up.
Doesn't mean it needs to, so if you want
to continue with me on YouTube, I want you
to jump into this video that I mentioned
before, uh, which is the never, ever, ever
tell a homeowner that the roof is damaged,
cuz this is kind of like the big one
that's gonna help you create that need.
And if you haven't done it pop in
right here and get a free copy of
my pitch, like a pro roofing sales
training video library, and I will
see you very soon on the next video.