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“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.
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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.
What is the real reason that you
should accept the cup of coffee or
the water that's offered to you the
minute you walk in that customer's?
Now, whether you're the person that's
already doing it, in preaching to
your team, always accept the kind
offer or whether you're the person
that says, Nope, no thank you.
It's too much trouble.
I'm okay.
I've got some, some water in the truck.
Whichever camp you've fallen this
video in this story is gonna help you
understand the very powerful psychological
principle of influence at play, known
as consistency, and how this one little.
As mundane as it might seem and
as natural as it might come across
from that homeowner is actually
leading them far, far closer to Yes.
And choosing you as the roofer,
which means you get to leave
that house with more deals.
Yeah, I mean it pretty tall claim, I'm
just accepting a cup of coffee, but.
I'll let you be the judge after
you watch this video all over
the end before we get to it.
Welcome, welcome back, Adam Zeman here,
the roof strategist and everything
that I do on our channel, our podcast,
and inside our training center.
It's designed to help you and your
team smash your income goal and give
every customer an amazing experience.
So if you like what you're
seeing here or listening to,
you're gonna love what's inside.
Plus, it gives you a free taste
of what our free, our training
center is like in there.
And you can get inside right now by
texting the word free to 3 0 3 2 2 2 71.
Or using the link of description inside,
you're gonna get access to my pitch,
like a pro roofing sales training
video library, my roof flames crash
course, my recommended reading list, 10
closing techniques for every situation.
A wait list to to get my book
that's coming out very soon
called The Roofing Sales Survival
Guide, and a whole bunch more.
So use the link of the description or
text the word free to 3 0 3 2 2 2 71 30.
Now what we're gonna be talking about
in today's video is why we accept the
coffee or the water that is offered
to us, even if it's troublesome for
the homeowner to make a fresh pot
or go through some, some legwork to
get you that beautiful cup of Joe.
But instead of giving you the
breakdown as to why, first I
wanna share a story with you.
It was a few months ago, you know,
staying at this hotel for an Owens
Corning contractor sales training event.
And I'm an early riser,
so I woke up early.
I went down into the hotel restaurant
where they were serving breakfast,
and you know how these places are?
A hotel breakfast is wildly overpriced.
It's like a continental spread
for 20 bucks or $25, right?
So I walk in there, I'm an early riser.
I say, you know what?
I'm just gonna eat a little bit First.
I wanna get my mind right, get some
work done, and prep for the day
before I meet with a couple of folks
from the Owens Corning team who are
there for the event, and Matt on my
team who was there for the event.
So I'm in, I walk into the breakfast
place in the restaurant of this
hotel, and I walk up to the podium
with the sign that says, wait to be.
And I look around and no one is there.
And, and I don't know if you share
this with me, but that is my pet peeve.
If I walk into a restaurant,
I'm here to give you my money.
All you need to do is say hello.
So I wait there for a moment and
I look around and no one's there.
And then off the distance, I just
see about, I dunno, 25, 30 feet away.
There's another podium with someone
standing there who just looked at
me stone-faced and I was like, so
it says, please wait to be seated.
I'm waiting.
This woman hasn't even acknowledged me
yet, so I wait a little bit more now, my
nerves, I am frustrated at this point.
Please wait to be seated.
I'm doing what I.
No one's here.
This person sees me and I'm the
only person in the breakfast hall
in this little restaurant when she
hasn't even acknowledged me yet.
So with a slight bit of attitude
and frustration, I walk up.
She gives me that, that look, you
know that, that says, I need you
to know I hate my life, I hate my
job, and I don't wanna be here.
You know that look that people give you.
And then I'm like, oh, well
I'm sorry to be a bother.
I would like to have breakfast, and
your job is to do that and I am grumpy.
And again, I didn't give her lip.
I just said, just me.
And that's it.
She sat me down.
So I just wanted to be crystal clear.
This is all going on in my head.
I am grumpy and I can tell.
So is she.
I read her name tag, her name's Michelle.
She sits me down.
I eat, I do my thing and then I say,
Hey, listen, uh, I'm gonna be meeting
some folks here in about 30 minutes.
Is it possible for me just to
come back and grab this table?
She goes, you know what?
I can't let you leave here and come back
in, or I have to charge you again now
$25 for some garbage continental buffet.
I was like, are you joking?
I just ate.
You want to charge me again?
So I say to her, I said, okay, I
understand it's not your policy.
You're just doing what the
hotel is making you do.
How about this?
Can I just leave my bag here
and just run to the restroom
really quick and then come back?
She goes, absolutely, that's fine.
So I leave my stuff and.
, it's the morning.
I have my morning coffee and my breakfast
and what usually follows, you know, so
I go into the bathroom, I do my morning
business and I'm walking out through the
hotel lobby cuz you know the bathroom is
on the other side of the hotel through
the hotel lobby into the restaurant.
And I'm about to walk over to my table.
When this woman, Michelle, runs up to
me like she saw a ghost, she shoots
up to me and she puts both hands
on my shoulders, like grabbing me.
And she goes, stop.
Now I am off guard.
At this moment.
I'm looking around and
I'm like, stop what?
Stop what?
And I was like, a little.
I don't know.
I had a bad taste in my mouth
cause we didn't have the greatest
interaction in the beginning.
So I was like, okay.
I'm like, what's going on?
And then she leans and whispers in my ear.
She goes, turn around and she physically
grabs my shoulders and turns me around.
Now I'm standing here like this,
I can't see what's going on.
All of a sudden I feel the
hands come off my shoulder.
She taps me on the
shoulder just like this.
I turn back around.
She is smiling and holding up a.
Foot piece of toilet paper that was stuck
to the bottom of my shoe, like a cartoon.
And I was marching through the hotel
lobby, dragging, dragging this six
foot row of toilet paper in the
wind through the lobby and into.
the restaurant of the hotel.
My face turned beat red.
Michelle was chuckling to herself, but she
felt really good about helping me inside.
She was just being a good person and saw
someone in need and stood up to help.
Now, I looked at Michelle, my
whole view of her change, and I
said, Michelle, Thank you so much.
How embarrassing.
I didn't even think that
stuff actually happened.
That is the first time in my life
that I've actually had toilet paper
stuck to my shoe, especially a giant
six foot piece dragging around.
So I didn't think anything of it
beyond this and I didn't tell anybody
about it cause I was embarrassed.
And then, , the Owen's
Corning guys show up.
Matt shows up.
There's five of us eating breakfast
now it's 20 to 25 bucks ahead.
I can't recall.
Call 20 for eating math.
It's a hundred dollars breakfast.
Not great by the way.
And at the end, instead of bringing a a
check, Michelle walks up to me and she
grabs me and she whispers in my ears.
She goes, breakfast is on me
today for you and the team.
I looked around now without naming names.
I've stayed at this hotel.
A lot.
I have never been comped to breakfast.
Not only did she comp my
breakfast, she comped five people
all from one simple gesture.
A woman who didn't even seem to like me
care about me or give me any semblance of
professional attention that was required.
But when she saw me in need and
helped out, that one moment where she
helped me and saw how good it made me.
Inspired her to continue doing nice
things and therefore comping our entire b.
. This is the perfect example
of the psychological principle
known as consistency.
People behave in a consistent manner.
When you can get them to offer you a
cup of coffee, excuse me, not get them,
when they do offer you a cup of coffee
and you accept that cup of coffee,
they're far more likely to continue
doing nice things for you because
people bond through community feeling.
So there you have it.
The psychological principle
of consistency at.
Do you believe that it can help
you close more deals in the house?
Well, I'd love to hear from you
in the comments section below.
I want to hear, are you accepting
coffee and water or not?
And if you are, what is the weirdest
thing that you've been offered?
I want to hear about it cuz
I've heard some goofy stuff.
So let's see that in the
comments section below.
Do you accept the drink?
Yes or no?
And if yes, what is the weirdest
thing that you have ever been offered?
Now, if you like this video and you
want to take this a step, Robert
Shield's book called Influence,
where I first learned about this
principle in context of consistency.
Uh, I highly recommend reading it,
and in fact, it's on my recommended
reading list, which you'll find
inside the free training center.
So there you have it.
Next time someone offers you a cup of
coffee or even a water and they say,
Hey, uh, let me get a pot started.
You're gonna say what again?
I'd love that.
Thank you so much.
So there you have it.
Hey, just cuz our time here
is about to wrap up doesn't
mean your and my time has to.
So if you like this video and
you want more, jump into our free
training center here, or hang
with me right here on YouTube.
Hop into this video.
We'll see you on the next one.