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It's their 1st roof estimate and they do NOT make a decision yet. They say, "We want to wait and get 3 estimates before we decide." How can you close these roofing sales when you're the first person in the house? Try this.
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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.
You're the first person who's come out,
so we're not ready to make a decision.
We wanna get three estimates first.
Have you heard this one?
Brock had suggested this video.
Brock, thank you so much cuz you're
not the only one who's had this happen.
This is an incredibly common
objection, especially when it
comes to retail roofing sales.
When you show up at the house and
you're the first person on site, cuz
we all know speed to lead's important,
but when you're the first one there,
sometimes the one call close can be
much harder cuz the homeowner needs
to make decisions after seeing the.
Which is what they're thinking
might not be what they need,
but it's what they're thinking.
And remember, one of the most
powerful skills in sales is to learn
to think like our customers, which
is putting ourselves in their shoes
and getting out of our own way.
Because, and my guess is you'd
wanna do the same thing, right?
What do homeowners want at this point?
They want to get other estimates.
Why?
I want you to think about it now.
Forget.
You.
Forget.
Trying to think like them think.
Like you imagine you're getting three
estimates to replace the concrete in your.
You want three estimates for what reason?
To make sure the companies are reliable.
They show up on time to make sure
the estimates are apples to apples,
and most importantly, to make
sure you're getting a fair price.
So in this video I'm gonna be teaching
you a few different techniques to
help you close these deals, even if
you are the first one in the house.
And I'm also gonna teach you how to make
sure this doesn't come up at the end
of the appointment cuz for some reason.
This is when it usually does.
You go out, you do your deal, you go
through your presentation, you nail it,
and they say, thanks for coming out.
You're the first person out here.
We wanna get three estimates.
We'll call you back.
Sound familiar?
Well, let's learn how to tackle this one.
Hey, my name's Adam Zeman.
Just wanna say welcome or welcome back.
Uh, my brand here, the roof strategist
and everything we do is to help you and
your team smash your income goal and give
every customer an amazing experience.
And if you want even more
videos like this, hop into our
brand new free training center.
It's available@theroofstrategist.com,
or you can click in the video or
podcast description or text the
word free to 3 0 3 2 2 2 71 33.
Now let's get to it.
Number one, this objection should not
come up at the end of an appointment ever.
Do you hear me?
It shouldn't come up.
Why?
In my program, the car park closing
formula that I teach, we want to
discover or A, the second A is assessed,
so connect and then A is assessed,
assess where that customer's at in the
process so we can then custom tailor our
presentation to suit the customer's needs.
So let me ask you, are you gonna present
to a customer if you're the first one?
The exact same way as if
you're the last one out in the.
. My guess is you're nodding
your head saying, no.
Of course I wouldn't.
We would need to present differently.
So my question to you is, well, why don't
you just ask one of the questions I ask.
First thing in the house is, Hey, how
many estimates have you received so far?
This gives me the information that I
need if I'm gonna sell as first one
in the home, or last one in the home.
So the quickest, easiest
fix is air this out early.
That's number one.
Number two, what we want to do when
a customer says, Hey, you know,
you're the first one coming out.
We wanna wait to get a few
more estimates is a few things.
The this, this one is gonna be
a little complex, but hang with
me cuz it is wildly powerful.
Groundwork first, there are three
dominoes we must knock down in
order in order to win the sale.
And if you've been
tuning in, same with me.
Trust, need and money.
Develop unshakable, trust, create
the need, overcome the money issue.
The trust thing is the big one.
So what we want to explain to homeowners,
especially on the retail side, is that
not all estimates are apples to apple.
Homeowners are doing exactly
what you and I would do.
You get an estimate, you scroll
down, look at the number.
There's your estimate.
You don't care what
they wrote or anything.
They're looking dollar for dollar.
But you and I both know that the most
common way that roofers dup homeowners
is by providing that blanket remover
place roof X dollars, which means it's
up to the roofer to make a a dec, an
on the flight decision to reuse or.
Roof to wall flashing, step flashing.
Are they painting pipe jacks or not?
Are they even reusing drip
edge, which we've seen done?
All of these details are up to the
contractor on the fly, and it's
kind of the only way they can make
money when they're undercutting
everybody, cuz there's just not
enough meat on the bone to do that
and actually survive in business.
So we wanna do.
is, explain this process to homeowners
and then ask questions to them.
Hey, you know, when you meet
with other contractors, I don't
want you to bring this up.
This is for you to gauge their level of
authenticity, trust, and transparency.
Did they tell you what grade of shingle
they're using, what grade of ridge cap
they're using, how they're installing
their valleys, whether it's W metal
or ice and water shield, how many
rows of ice and water shield they're
putting on the home to make sure
they're compliant with building code?
Depending on the porch overhangs or longer
overhangs may require multiple rows.
What type of pipe jacks are they using?
Are they reusing or replacing the
roof to wall or sept to wall flashing?
Do they give you a color
for drip edge choice?
When you begin letting them know all
these details and saying if they're.
Providing this information to you, there's
a high likelihood that they are trying
to dup you, which is what roofers do.
So if you're first in the home and
you go through that highly detailed
presentation, excuse me, estimate,
and if you're not doing that yet,
that is your key takeaway from this.
Episode is for you to put together
a highly detailed estimate.
All right?
Now when you do that and you let them know
to look for these things, when you kind of
plant the seed and develop trust and, and
now you're on this pedestal of the most
trusted roofer, the next guy shows up and
does all the things you warn them about.
They're gonna be like, that guy was right.
So that second thing you're gonna do,
third thing you're gonna do is this.
The risk reversal close.
The risk reversal close is when
a homeowner likes you and you can
say, Hey, you know, how are you
feeling about everything so far?
They say, you know, we really like you.
We just want to get a few estimates.
Hey, totally understand.
So what are your absolute
biggest concerns?
Well, my biggest concern is
that someone else will come in
in a more competitive price.
I completely respect that.
Now how would you feel?
Cuz I respect your time and I know that
going through this process is exhaust.
Sitting down with people over and over
again, what I'd be more than happy to,
to, to do is get the project started.
Move on to the fun part of picking
colors, because you have a, a way to
get started a hundred percent risk free.
By law, you have a three day
right to cancel, which means this
agreement is dust in the wind.
If someone else comes out and does a
better job than me, just call me up.
And we'll rip this thing up.
You don't owe me a penny.
Sound good?
That way you can lock in
the deal, encourage them.
And by the way, go ahead and
keep the other appointments with
the other roofing companies so
you can gather those estimates.
And if you like what they did
better, we'll cancel the agreement.
This risk reversal close is so
powerful because half the time,
and let me, let me rephrase.
I don't have enough split tested
data to say exactly half the time I'm
giving you anecdotal information from
my experience that about half the
time homeowners will cancel the other
appointments cuz they like you and they
just don't want to deal with anyone else.
The second thing that'll happen is
they'll keep those other appointments
and most people won't do as good a job
as you when you file the steps or if
you're using a proper sales process
and system like the one I teach and you
can have access to Here, it's called
the Roofing Sales Success Formula.
I'll walk you.
The whole thing.
Now, when we go through all that and
they trust you, they sign with you.
And if someone else doesn't
do a good enough job, you've
already earned the deal.
And remember, it doesn't matter
if they end up canceling.
They end up canceling because if you
sign deals using the risk reversal
close, you're gonna end up with more
deals than you would otherwise cuz
otherwise you have to follow back up.
Hope you don't get ghosted,
get back in the house.
I would much rather just close
those deals and risk a few.
And it's worked so well for me.
It's worked for folks that I'm training,
it's working for companies I'm working
with, and if you try this risk reversal
close, you'll often overcome the,
you're the first person in the house.
We're waiting for more estimates
to get that one call closed.
Now, the final piece of
advice for you is this.
It is so important that if you don't
get the deal, you set the follow up by
asking the homeowner, Hey, I understand
you're not comfortable moving forward.
Listen, I know it's a really big
decision selecting a contractor on
your house, and it's hard to to trust.
You know, every single contractor
whose estimate's best, who's gonna do
the best job, stand behind their work.
So what I'd love to do for you is come
back after your third and final estimate.
When is that?
Again?
A Wednesday.
So how about I come back on Thursday
and I'll be a question punching bag?
We can review those scopes or
estimates side by side, and I'll help
you decide even if it's not with me.
Now, when's a good time for
me to come out on Thursday?
And then we get that
follow up appointment set.
Now, when you follow these four steps,
you're gonna be able to get that one call
close, or at least get much further in
the one call close by again, doing what?
Number one, asking upfront how
many estimates they've received.
Number two, explaining that all
estimates are not apples to apples.
And.
Planting that seed of doubt for the
other contractor by alerting them
of the most common duping tactics
that you and I both know are true.
Number three, you are going to use
the risk reversal close in order to
get them to sign right there on the
spot with the opportunity to cancel
with you within three business days.
And then number four, if you don't get
that appointment, get the follow-up
set and get back in the house.
If I missed anything, drop a comment
below and share it with me on how
you handle the first in the house and
waiting for a few estimates situation.
Thanks for joining me here.
If you liked this video, I'm How To Close
When you're the first at the appointment,
uh, the first one giving an estimate,
then you and your team are gonna
absolutely love the full sales system
that I teach for both storm and retail.
It's called the Roofing
Sales Success Formula.
I back it with a 30 day
money back guarantee.
And I promise you're gonna
earn your money back in a sale.
So there's details in the
description, or you can text the
word demo to 3 0 3 2 2 2 71 33.
That's 3 0 3 2 2 2 71 33.
Now, if you want to hang with me
and jump into some more free roofing
sales training, get into our brand
new free training center right here,
right now and get instant access.
Or if you want to hang with me
here on YouTube, YouTube thinks
you're really gonna love this one.
That's all for now.
I'll see you on the next.