WEBVTT NOTE This file was generated by Descript 00:00:00.600 --> 00:00:04.260 There are only two reasons that people buy things. 00:00:04.290 --> 00:00:04.650 That's it. 00:00:04.680 --> 00:00:09.090 There's two reasons that drive people from where they are right now to deciding, 00:00:09.090 --> 00:00:10.770 to give you their hard earned money. 00:00:11.100 --> 00:00:15.240 And this applies to any single product that anyone ever buys, whether it's a 00:00:15.240 --> 00:00:19.020 new pair of shoes, whether it's a new car, a new truck, a new phone, a lift 00:00:19.020 --> 00:00:22.560 kit for your truck, all the things that are exciting to purchase and the same 00:00:22.560 --> 00:00:23.940 applies to all those things that are. 00:00:24.265 --> 00:00:26.875 So exciting to purchase things like a roof. 00:00:27.145 --> 00:00:33.655 Now this is a wildly simple sales philosophy, but you, the breakthroughs 00:00:33.660 --> 00:00:36.835 that you can have by applying these principles that I'm gonna teach you today 00:00:37.015 --> 00:00:39.625 can help you close a lot more sales. 00:00:40.130 --> 00:00:44.450 And here's why I'll prove it to you when you learn why people make buying 00:00:44.450 --> 00:00:48.380 decisions, you can custom tailor your sales presentation in all of your 00:00:48.380 --> 00:00:52.880 customer communications to just totally line up and resonate with that customer. 00:00:53.120 --> 00:00:55.130 This is what creates that experience. 00:00:55.130 --> 00:00:58.315 When homeowners truly cut you off and say, I'm ready to move forward. 00:00:58.315 --> 00:01:01.464 What are the next steps and allow you to use that jump close. 00:01:01.705 --> 00:01:04.944 And it's because you've been able to identify which one of these 00:01:04.944 --> 00:01:08.995 levers or these two reasons that customers make buy decisions. 00:01:09.115 --> 00:01:10.825 Again, I look at them as like levers in their mind. 00:01:10.825 --> 00:01:14.275 If we can pull these levers appropriately by customizing 00:01:14.455 --> 00:01:16.205 what we say and how we say it. 00:01:16.700 --> 00:01:20.030 Our sales message just matches and it sings beautiful words 00:01:20.030 --> 00:01:21.530 of poetry in their ear ears. 00:01:21.800 --> 00:01:23.600 And they're just super excited to work with you. 00:01:23.780 --> 00:01:27.920 So before we get started in today's video, I just wanna say welcome or welcome back. 00:01:28.070 --> 00:01:31.640 Uh, my name's Adam Benjamin through strategist and everything I do here on 00:01:31.640 --> 00:01:35.030 my YouTube channel and on my podcast is designed to help you and your team. 00:01:35.085 --> 00:01:39.375 Smash your income goal and give every customer an amazing experience. 00:01:39.405 --> 00:01:42.884 And I've got a few ways I can help you do that beyond right here on YouTube. 00:01:42.975 --> 00:01:44.625 And the first one is the no brainer. 00:01:44.625 --> 00:01:45.134 It's a freebie. 00:01:45.315 --> 00:01:45.884 It's my pitch. 00:01:45.884 --> 00:01:48.854 Like a pro roofing sales training, video library, all the videos I've 00:01:48.854 --> 00:01:53.324 ever done organized by category for easy binging in a way more robust 00:01:53.330 --> 00:01:54.405 way than I can do here on YouTube. 00:01:54.720 --> 00:01:57.840 And, uh, you can get yours for free over@therootstrategist.com right now. 00:01:58.020 --> 00:02:00.750 And you can click the link in the description to access this page. 00:02:01.050 --> 00:02:01.619 All right. 00:02:01.679 --> 00:02:04.320 The other thing, if you haven't yet, you can take a peek at our programs. 00:02:04.380 --> 00:02:08.100 Uh, there's information in the video and podcast description, 00:02:08.370 --> 00:02:11.009 along with information for a demo and how to get ahold of us. 00:02:11.009 --> 00:02:11.880 If you have any questions. 00:02:12.495 --> 00:02:14.655 All right now, let's get back to today's video. 00:02:14.655 --> 00:02:18.525 The only two reasons that people buy things and how you can learn how to 00:02:18.525 --> 00:02:23.865 manipulate your sales, dialogues your sales communications, to create beautiful 00:02:23.870 --> 00:02:26.415 words of symmetry in your prospect's mind. 00:02:26.415 --> 00:02:27.555 So they choose to work with you. 00:02:27.765 --> 00:02:30.765 Now let's first break down the two things, the two reasons, and only 00:02:30.765 --> 00:02:32.325 two reasons that people buy things. 00:02:32.595 --> 00:02:33.255 Number one. 00:02:33.640 --> 00:02:35.770 Is drum roll here. 00:02:35.800 --> 00:02:36.370 Come on, Penn. 00:02:36.370 --> 00:02:36.820 There we go. 00:02:37.150 --> 00:02:38.710 Things that people want. 00:02:39.010 --> 00:02:39.280 All right. 00:02:39.280 --> 00:02:41.020 Now, what do I mean by things that people want? 00:02:41.260 --> 00:02:43.480 This is the stuff that's fun to shop for. 00:02:43.840 --> 00:02:47.320 This is the stuff that you find yourself laying in bed at night 00:02:47.830 --> 00:02:50.500 on your phone, doing research about the lift kit for your truck. 00:02:50.500 --> 00:02:53.050 The next vehicle you're gonna buy, which phone you might want. 00:02:53.260 --> 00:02:57.460 The elective per purchases that are driven by pure desire. 00:02:57.670 --> 00:02:59.080 These are the things that we can't. 00:02:59.425 --> 00:03:04.435 To get there's so much joy in, in fulfillment that we seek 00:03:04.435 --> 00:03:05.725 through these buying decisions. 00:03:06.115 --> 00:03:07.825 So I want to ask you this right now. 00:03:08.055 --> 00:03:09.785 Does a roof fit this criteria? 00:03:10.725 --> 00:03:13.815 and for most people on the other end that are watching this, you're probably 00:03:13.815 --> 00:03:17.924 thinking to yourself, heck no, it doesn't, no one wants to buy new roof. 00:03:17.924 --> 00:03:22.815 No, one's like, oh honey, I cannot wait to spend 20 to $40,000 on a 00:03:22.815 --> 00:03:26.415 new roof because it's gonna give us all this new opportunity and amazing 00:03:26.415 --> 00:03:28.065 experiences and increase the home Vale. 00:03:28.215 --> 00:03:29.834 No, no one thinks that way. 00:03:30.045 --> 00:03:33.915 So if the first decision is a want, then what's the next one. 00:03:34.665 --> 00:03:36.375 The next one is the big one. 00:03:36.734 --> 00:03:38.265 Things people. 00:03:39.855 --> 00:03:41.385 Things people need. 00:03:41.385 --> 00:03:43.995 Yeah, like I said, crazy simple, but we're gonna break down this 00:03:43.995 --> 00:03:46.065 psychology, a few layers deeper. 00:03:46.065 --> 00:03:47.985 So you can apply this on your next sales appointment. 00:03:48.465 --> 00:03:53.115 People buy for two reasons, the things that they want, which are exciting to 00:03:53.115 --> 00:03:56.955 seek pleasure and things that they need, that they literally can't live without. 00:03:57.105 --> 00:04:01.705 So if I were to list out a few of those items, uh, that people. 00:04:01.985 --> 00:04:05.465 You know, want to, to buy this could be a new cell phone. 00:04:05.645 --> 00:04:07.505 This could be a new truck. 00:04:07.685 --> 00:04:09.725 This could be a house. 00:04:10.025 --> 00:04:13.985 It could be, uh, a lift kit, the fun stuff to purchase, right. 00:04:13.985 --> 00:04:15.005 And things that people need. 00:04:15.005 --> 00:04:16.475 I'm gonna give you an example, electricity. 00:04:16.715 --> 00:04:19.475 They have no option, but to pay your electricity bill, if you're 00:04:19.475 --> 00:04:23.375 on the highway and you get a flat tire and you don't have a spare. 00:04:23.910 --> 00:04:26.040 Do you want a new tire or do you need one? 00:04:26.190 --> 00:04:30.730 No, you need to get your tire fixed or you need a donut or you need, uh, 00:04:30.735 --> 00:04:32.280 a replacement on the side of the road. 00:04:32.370 --> 00:04:33.990 So again, things like tires. 00:04:33.990 --> 00:04:35.670 These are wear items on a vehicle. 00:04:35.790 --> 00:04:38.430 You need to get an oil change for your car. 00:04:38.610 --> 00:04:38.940 Right? 00:04:38.940 --> 00:04:41.400 We don't buy this stuff because we're excited. 00:04:41.405 --> 00:04:43.140 Oh, I cannot wait to go bring my truck in. 00:04:43.140 --> 00:04:46.020 Especially if you're driving a diesel and you're doing the $400 oil 00:04:46.020 --> 00:04:48.210 changes, no one is excited about it. 00:04:48.390 --> 00:04:50.460 So we've got these two categories we have wants. 00:04:51.284 --> 00:04:52.395 And we have needs. 00:04:52.604 --> 00:04:53.955 We've just agreed, right? 00:04:54.015 --> 00:04:57.195 That no one wants to buy a roof, cuz it's not fun. 00:04:57.375 --> 00:05:01.305 But what we need to do instead is learn how to communicate 00:05:01.305 --> 00:05:02.414 our sales message to do. 00:05:03.465 --> 00:05:08.685 To focus in by cutting out the want and focusing in on our need. 00:05:09.015 --> 00:05:13.365 Now what you'll see in my program, I teach that there are three 00:05:13.370 --> 00:05:17.715 dominoes that we must knock down in order in order to get the sale. 00:05:17.895 --> 00:05:19.285 And those go trust. 00:05:19.845 --> 00:05:20.955 We have to develop trust. 00:05:21.165 --> 00:05:22.185 We have to create a need. 00:05:22.700 --> 00:05:26.300 And then we have to showcase that our financial exchange of money 00:05:26.300 --> 00:05:28.250 for product is a, is a high value. 00:05:28.250 --> 00:05:29.360 So we have trust need money. 00:05:29.720 --> 00:05:31.910 So in sales, we have to develop trust first. 00:05:31.910 --> 00:05:34.490 Then we have to create the need because people don't wanna buy a roof. 00:05:34.495 --> 00:05:39.320 So how do we showcase the findings of what we discovered on the roof? 00:05:39.320 --> 00:05:41.720 So the homeowner begins to say, Hey, you know what? 00:05:41.720 --> 00:05:43.460 I really do need a roof and I need it now. 00:05:43.670 --> 00:05:43.970 Right? 00:05:44.180 --> 00:05:47.150 The, the higher, the need, the higher, the likelihood of the buying decision. 00:05:47.330 --> 00:05:48.470 So I'm gonna ask you a. 00:05:49.245 --> 00:05:50.355 You selling retail? 00:05:50.955 --> 00:05:54.015 Does, do you have a higher likelihood of selling the roof on the homeowner 00:05:54.015 --> 00:05:57.465 who has an active leak or the homeowner who's planning to, Hey, 00:05:57.465 --> 00:05:58.545 come on out and give us an estimate. 00:05:58.550 --> 00:06:00.555 We know we gotta replace the roof in five to seven years. 00:06:00.825 --> 00:06:01.065 Okay. 00:06:01.070 --> 00:06:01.575 Which one? 00:06:01.965 --> 00:06:05.905 Now common sense says the person who has an active leak, why. 00:06:06.705 --> 00:06:09.135 Because there is a very, very high need. 00:06:09.315 --> 00:06:13.695 So if you look at need on a scale of one to 10, I want you to focus on all 00:06:13.695 --> 00:06:19.094 of your communication to legitimately and ethically communicate to drive that 00:06:19.094 --> 00:06:21.855 customer as high towards a 10 as possible. 00:06:22.185 --> 00:06:24.195 If they have an active leak, they're in an 11. 00:06:24.645 --> 00:06:28.430 If they're looking at, at, uh, a new roof in five to seven, Their need 00:06:28.430 --> 00:06:30.229 right now is probably about a three. 00:06:30.560 --> 00:06:33.680 So we need to find those compelling reasons to get 00:06:33.680 --> 00:06:35.299 that homeowner to take action. 00:06:35.299 --> 00:06:37.039 I'm gonna give you a few of those tips right now. 00:06:37.430 --> 00:06:41.900 Number one, I want you to go watch my video say never, ever, ever, ever tell 00:06:41.900 --> 00:06:45.500 a homeowner that the roof is damaged and I'm gonna link to that video right here. 00:06:45.770 --> 00:06:48.560 I wish I could blend it in, but this video would just get way too long. 00:06:48.560 --> 00:06:50.450 So believe me, you're gonna want to go watch that. 00:06:50.599 --> 00:06:52.280 That is a key driver. 00:06:52.385 --> 00:06:53.284 For creating the need. 00:06:53.585 --> 00:06:54.275 Next tip. 00:06:54.515 --> 00:06:58.445 You need to do an inspection that sells to find other compelling and 00:06:58.450 --> 00:07:02.105 legitimate reasons, highlighting problems that homeowners may not 00:07:02.110 --> 00:07:05.585 have been aware about to create the need for them to do the roof. 00:07:05.585 --> 00:07:08.765 Now, now other options on the storm in retail side. 00:07:09.360 --> 00:07:11.640 On the storm side, people may wanna wait. 00:07:11.640 --> 00:07:11.849 Right? 00:07:11.849 --> 00:07:13.620 Hey, I wanna wait till later this year. 00:07:13.800 --> 00:07:17.820 And there are ways angles of attack for us to showcase the need to do 00:07:17.820 --> 00:07:19.620 the roof now, as opposed to waiting. 00:07:19.680 --> 00:07:23.460 And I've done another video on that topic that you can watch right up here. 00:07:23.490 --> 00:07:27.300 And that's, I want to wait to do my roof now on the retail 00:07:27.330 --> 00:07:28.650 side of things, there is. 00:07:29.465 --> 00:07:33.844 Urgency there's urgency because the price of roofing materials we're getting 00:07:33.844 --> 00:07:38.165 quarterly rate increases at the time of this filming between seven and 12%, 00:07:38.375 --> 00:07:42.425 which means at today's rates compounding by the way, much faster than the stock 00:07:42.425 --> 00:07:45.905 market is meaning the price of roofing is going up more in the stock market. 00:07:46.205 --> 00:07:49.295 Exponentially more means the price of roofing will double about 00:07:49.295 --> 00:07:51.215 every five years at today's rates. 00:07:51.335 --> 00:07:54.755 So if a roof is 20 grand today and a homeowner wants to wait to get it done. 00:07:54.935 --> 00:07:57.215 Yeah, they can, but they must be aware. 00:07:57.539 --> 00:08:00.900 That that roof in five years will probably cost about $40,000. 00:08:00.900 --> 00:08:01.560 Isn't that crazy? 00:08:01.710 --> 00:08:04.409 40,000 doubling in price, an extra 20 grand. 00:08:04.440 --> 00:08:07.560 And I've broken that down in a video as well. 00:08:07.770 --> 00:08:08.130 All right. 00:08:08.310 --> 00:08:11.520 Now, if I can find that one on YouTube, which I believe we put it up there, or 00:08:11.520 --> 00:08:14.490 it was in a training, I've done a lot of these videos, so we'll have to figure that 00:08:14.490 --> 00:08:16.260 one out, but I'm gonna link to that one. 00:08:16.260 --> 00:08:18.299 If we have that one available for you breaking. 00:08:18.680 --> 00:08:23.330 The rate increases in a, again, based on real data, we're getting 00:08:23.330 --> 00:08:27.500 from the suppliers, compounding that interest on those quarterly rate 00:08:27.500 --> 00:08:30.770 increases and projecting that out over a number of years, the average 00:08:30.770 --> 00:08:33.169 roof again, will double in five years. 00:08:33.560 --> 00:08:35.640 So there you have it. 00:08:36.280 --> 00:08:39.100 You have now learned that there are two reasons and only two 00:08:39.100 --> 00:08:40.659 reasons that people buy things. 00:08:41.140 --> 00:08:45.070 They buy the things that they want to buy and things that they need to buy. 00:08:45.220 --> 00:08:48.970 And since roofing, isn't an exciting item, not something people look forward to. 00:08:49.120 --> 00:08:51.340 We need to learn how to sell things that people don't wanna 00:08:51.340 --> 00:08:53.530 buy by focusing in on need. 00:08:53.735 --> 00:08:55.145 Creating the need. 00:08:55.325 --> 00:08:58.445 Now you have enough to run with on your next appointment. 00:08:58.445 --> 00:09:01.655 So as you're communicating, I want you to think to yourself, with my customer. 00:09:02.015 --> 00:09:05.825 Am I successfully communicating the need for them to take action now? 00:09:05.825 --> 00:09:09.425 And am I, am I successfully asking them questions to help 00:09:09.425 --> 00:09:12.575 them come to terms with the fact that they need a roof now and not. 00:09:12.660 --> 00:09:13.230 To wait. 00:09:13.500 --> 00:09:17.280 Now, if you like this video and you want more, this core philosophy right 00:09:17.280 --> 00:09:20.850 here, the trust need money and how we are going to run that sales appointment. 00:09:21.060 --> 00:09:25.620 I give you the entire thing step by step inside the roofing sales success formula, 00:09:25.829 --> 00:09:30.360 what to do and say inside the house to create this totally insatiable need. 00:09:30.449 --> 00:09:34.140 So customers buy from you and I do teach you my objection strategy as well. 00:09:34.290 --> 00:09:36.060 Knocking down the trust need and money. 00:09:36.905 --> 00:09:39.065 All right, bringing us to a close here. 00:09:39.365 --> 00:09:42.785 Your new mission is to approach every sales dialogue. 00:09:42.785 --> 00:09:47.225 With this in mind, I need to focus on creating an absolute need and I'm 00:09:47.225 --> 00:09:49.415 gonna use every ethical angle I can. 00:09:49.595 --> 00:09:53.765 I'm gonna use all the information at my disposal and I'm gonna slow down and work 00:09:53.770 --> 00:09:57.665 on my inspection so I can communicate clearly and have indisputable evidence for 00:09:57.665 --> 00:10:00.125 that homeowner to again, focus in on the. 00:10:00.625 --> 00:10:01.855 So I can win the sale. 00:10:01.975 --> 00:10:05.425 Hey, thank you again for joining me in today's video, just because 00:10:05.425 --> 00:10:06.955 our time is about to wrap up. 00:10:06.955 --> 00:10:11.755 Doesn't mean it needs to, so if you want to continue with me on YouTube, I want you 00:10:11.755 --> 00:10:16.405 to jump into this video that I mentioned before, uh, which is the never, ever, ever 00:10:16.405 --> 00:10:19.825 tell a homeowner that the roof is damaged, cuz this is kind of like the big one 00:10:19.825 --> 00:10:20.965 that's gonna help you create that need. 00:10:21.025 --> 00:10:23.335 And if you haven't done it pop in right here and get a free copy of 00:10:23.335 --> 00:10:26.605 my pitch, like a pro roofing sales training video library, and I will 00:10:26.605 --> 00:10:28.255 see you very soon on the next video.