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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.
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.
People buy from people they know like, and
I'm gonna guess you filled it in trust.
What if I told you there's another T word
that will help you either maintain this
high level of trust so you can get a yes
walk outta the house with a signed deal
and maybe even a pocket full of referrals.
Or if you screw up this one T
word, it's not trust the other one.
It's going to absolutely kill the
trust that you've built up, and you're
gonna walk outta that house not only
with no deal, but being accused of
being a sleazy, slimy salesperson.
Now, I don't know about you, but
I've been called that before.
And it crawls, it makes my skin crawl.
And the reason it does is it,
it, it's like someone went inside
my soul and tore my values apart
and said, you're a scumbag.
And I'm like, but I've, everything that
I've done has been the complete opposite.
Trying to do the complete opposite.
To live from a place of core
values and integrity and honor of
service, to be of service to others
and do the absolute best I can.
And when people start pointing their
finger at me, I sort of realized that
it was mistakes that I was making
unconsciously or subconsciously
that ended up killing trust.
And that all boils down to this one T
word that I'll be teaching you today
and how again, it can either help
you close deals or it'll kill deals.
And I'm gonna share it with
you starting with a story.
But first, A quick welcome or welcome
back, Adam Bessman here at the Roof
Strategist and everything that I do
here on my channel, in my program and my
speaking events is designed to help you
and your team smash your income goal and
give every customer an amazing experience.
And I do what I do because I've observed
that about 66% of salespeople quit or
get fired in their very first year.
And I want to help make sure more people
that join this industry stay successful
from as early as their very first week.
So they can change their lives and
provide incredible opportunities
for themselves and their families.
And again, the reason that I share
this story, to open this up, is
so many people are very similar
to, to me and how I came into the
business from not a really good spot.
Massage therapist earning under $20,000
a year, living on $4 and 20 cents a day
in groceries, never going out to eat.
And finding this amazing opportunity that
accepts virtually everybody with open arms
and says, here's an equal opportunity.
So long as you can apply yourself.
And more and more the industry's changing.
And we're attracting what I'll call
good with people, people, people who
are really here to make a difference.
It's not purely greed.
You know, the one that's poisoned the
industry, the bad apples that you see
featured in the news, scamming people.
These are good folks that
really wanna serve well.
But the downside is that sometimes folks
that are good people that wanna serve
well, They end up making mistakes that
kill trust, just like I shared before.
And I wanna share with you how to avoid
that by becoming a little bit more
self-aware and how important this one
little T word is in the sales process.
Now, first I'm gonna share a story with
you to exemplify pretty much every single
one of the mistakes that you can make.
So you don't make 'em, and then I'll
teach you that T word and how we can
maintain that in the sales process
to help you close more deals and walk
out of the house with a pocket full
of referrals ready to get started?
Let's rock and roll.
Alright.
It was about 12 years ago now.
Uh, maybe, yeah, 12 years ago.
I'm with my wife Sheena.
We walk into this gym, by the
way, it was in Madison, Wisconsin.
It was one of the bigger gyms there,
and I wanted to get a gym membership.
I walk in, I sit down,
and it was really weird.
They didn't advertise rates
anywhere on their website.
You had to set an appointment
with a salesperson and go into
their office and close the door.
Now, picture this, you walk
into the office, there's a wall
of glass overlooking the gym.
The blinds are closed.
There's two seats here.
There's a big table in front, and
there's a gentleman, a salesperson
who's sitting across the table directly
across from us with his computer open.
I look around for a rate
sheet and there is none.
I say, Hey, we just want to join the gym.
What are, what does this look like?
What are the rates?
And then he proceeds to ask us all this
questions while referencing his computer
that he has right here that I can't see.
Now I just want to ask
you, how does this feel?
What am I looking at?
Does this make you feel
comfortable seeing my screen?
You can't, right?
But you don't know what I'm looking at.
So I'm typing around over here trying
to figure things out, and he's being
inquisitive with his questions.
And then, We get to the rate discussion.
The gentleman grabs a scratch piece
of paper and writes this down.
He goes, he slides it over on the desk
and I peel it up and I'm like $150
a month per person to join the gym.
Are you kidding me?
I'm still looking around.
There's no rate sheet.
I look at him, I'm like,
dude, this is ridiculous.
So then he grabs that piece of
paper, he goes, how about this?
And then he writes down a new
number and all of a sudden it drops.
And I'm going off memory.
It dropped a little bit, but
not a lot for this conversation.
Call it $125 a month.
And then he slides it back over and
she and I are like, this is insane.
1 25 a month for this gym membership
is like a little excessive.
So I say to him, I say, listen man,
we each want a year membership.
Do you guys offer discounted rates
if we do like a year long commitment?
So then he grabs that piece of
paper and he slides it over and
he sketches this out, and then
all of a sudden he slides it back.
We look at it and I'm like, $60 a person.
How did we go from one 50 to 60?
Now he planted this seed of doubt
because at this point I don't trust
this guy as far as I can throw him.
And he was bigger than me.
I couldn't throw him very far.
So I'm sitting there
and I'm like, All right.
There's no rate sheet.
Every time we ask, they
peel away more money.
This seems like a total gimmick
to take us for whatever they can.
So I say to him, what if we do
a full year and I prepay for the
year in advance for both of us?
And then he grabs that piece of
paper, sketches something out,
and slides it over, and we ends up
showing us $20 per month per person.
Two zero $20 from 150 to $20 a month.
Now, not only did this not make
me feel good, it made me angry.
So much so that I actually had to refilm
this because I named that company out
of rage, and I decided, you know what?
I don't wanna play those games.
I'm gonna refilm this video.
I'm not including their company name.
If you're in Madison,
Wisconsin, you know the gym.
We'll just put it that way.
All right?
One 50 to 20.
What was missing is the T word
that this video is all about,
and that is, Transparency.
Transparency is the number one
thing that will help sustain and
even build trust in the home.
But if there's no transparency,
it will kill trust.
Plant seeds of doubt, of people
feeling like they're being taken
and it will lose you deals.
So whether you're selling storm
or retail, this concept applies.
And now I want to bring it into the
home about how to maintain trust.
First things first.
Excuse me.
Maintain trust through transparency.
When you're in the home, do not
sit cuz these, this guy made
every single mistake in the book.
You don't sit squared
up to people like this.
You'd sit side by side.
Why?
Look, here's my laptop.
Can't see what I'm looking at.
I go here, my laptop's off fulfilling,
but you can see everything that I'm doing.
Hey, let me show you what's going on.
This invites transparency.
This is, I'm hiding from something from
you and I don't want you to see it.
You know, like when you're at
the bank and they're typing away
and they're like, oh, oh, oh.
Now I can show it to you.
And they peel off that little screen
and then you're like, now I can
see That's the, that's the opposite
of transparency, which is fine.
I understand that's protected information,
but just so you can get that feeling.
So instead of sitting across from.
We sit next to, and if you're
using a device, your phone,
tablet, computer, whatever you.
Even reviewing paperwork, you want that
person to be able to see your screen.
So that's transparency.
Tip number one, transparency.
Tip number two, offer a flat rate
investment option and show everything
on the screen to the homeowner.
Do not, I'm very retail storm.
I don't negotiate.
I'm not a negotiator.
If, if, if price changes,
the scope changes with it.
Otherwise, we open up that can
of worms like I shared before.
Now, I learned this through our
direct experience because we had
restructured our programs and
packages because we added more.
I used to have just our roof, our roofing
sales success formula, my flagship
program, and then we added the Pitch Pro
movement, the community and mastermind
to work together in a tight-knit
group, join our annual event, join on
interactive live zoom sessions, provide
coaching and support for a team, have
uh, masterminds for owners and managers.
All of that stuff was new.
And we had to find ways to put them
together and bundle as people wanted to.
We added our supplement training
presented by Drew Subtle.
We added our roof with solar sales system.
So in doing so, we created
flat rate investment options.
You literally pick any
combination you want.
We provide a discount based on the
package, and then here's the rate.
But when we first rolled this out, I
found through watching our recorded
sessions as Matt was presenting to our,
our potential customers, that there was
these glances that owners were making
when we got to the investment options.
Cuz Matt's referencing this rate sheet.
Uh, it's here, it's here, it's here.
It wasn't his fault.
But Matt comes to me, he goes,
Adam, the transparency is gone.
And what we used to do is just share
it on our website, share it right
in front of them, which we now do.
So if you join us on a demo and you
wanna learn about those programs, by
the way, you can by clicking a link
in the description or texting the word
demo, D e m o, to 3 0 3 2 2 2 71 33.
That's demo to 3 0 3 2 2 2 71 33.
So you can see how transparency
works with our system and what we do.
Is share our screen now and show you
if you want this, here's the option.
0% interest for six months.
This is the investment option.
Or we offer a one time only investment
and you save, and this is our best deal
and it's right in front of your eyes.
And we watched our closing rates
skyrocket because people felt comfortable.
With that level of transparency.
And I find the same thing when
we're selling in the home.
If you're presenting a retail estimate,
you have to be transparent about
all the investment options and the
price changes and whatever else.
And I know we're not
saying price in the home.
This is just for this conversation.
On the storm side, we have to
be transparent with what that
contingency agreement states
with how the deductible works.
So maintaining high levels of
transparency, which includes once
you accept their hard-earned money.
The check, the deposit, whatever it is.
When they go to finance the
deal, what happens next?
People need to, again, have that level
of transparency every single step of
the way so they know what happens.
Transparency, my friends, is what
will keep that level of trust
that you've built, build it even
higher, and help you get the deal.
But if you screw up or you are not
transparent, what comes across is it
looks like you're hiding something.
And no one wants that.
Now, one quick fun story on transparency.
It was down in Orlando,
Florida, in Marcos.
Marcos.
This one's for you.
My friend Marcos fellow member
of the Pitch per Movement.
His team's on our training.
We went out four-wheeling.
Uh, I got down there a
day early before an event.
He's like, dude, let's go four-wheeling.
We go there and he knows I'm a nerd
on watches and he bought me a watch
and he says, the reason I bought
you this clear watch is because
you and I have transparency, bro.
And transparency is what
builds deep relationships.
So Marcos, thank you for the watch.
Thank you for the symbol in transparency
is that building block that allows us
to, again, build deep relationships with
our customers to not only serve them in a
heartfelt way and give great service, but.
Earn.
You noticed I said earn, earn the deal.
So there you have it.
Transparency is the other tea that has
not talked about enough that will gain,
build trust or kill it and kill your deal.
Now, I'd love to hear from you
in the comment section below.
Do you agree or disagree?
Are you someone who does
price drops in the house?
Do you think negotiating is a good idea?
Hey, just cuz it's the way I believe it
doesn't mean it's the only way to do it.
I share my beliefs and what works for
me and what aligns with my values.
But the beautiful part about the
roof strategist community here.
Um, the YouTube channel, the podcast,
Instagram, Facebook, TikTok, is inviting
conversation to help foster growth
for all of us by challenging ideas
and opening our eyes up to new ideas.
And as you've probably seen throughout
my videos, my views have changed.
There's things I've done that I've, I've
shifted my i, my ideas and views on.
And that's just part of growth is not
being dogmatic, that this is the only
way and being receptive to change.
So drop a comment and share with
me how you feel about transparency,
price drops or negotiation, and
it will help others learn as well.
So there you have it.
Thank you again for joining me in
today's video just cuz our time here.
It's about to wrap up.
Doesn't mean you're in my time has to.
So if you haven't yet done it and
you're interested in our program, I
want you to see and decide for yourself
and you can experience the level
of transparency we provide to you.
By the way, if we drop the ball
in any way, email me personally.
You can respond to any of the emails
that you get if you're in the insiders.
It will come to me.
I want to hear about it, and you click
the link in the description below or
text the word demo to 3 0 3 2 2 2 71 33.
Or if you wanna hang with me here
on YouTube, YouTube thinks you're
really gonna love this video and
it'll see you on the next one.