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.