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How to overcome, "I want to wait to do my roof...? Start blowing customers' minds by sharing this shocking truth. Do this in every presentation and close more retail roofing sales like clockwork. It's all 100% truth. NO gimmicks.
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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.
Urgency is one of the most powerful
tools to use, especially in retail
sales to get homeowners to take action.
Now, this is especially valuable.
When you hear the objection, we want
to wait to do the roof, or when they
say our roof is fine, I think we can
get 1, 2, 3 more years out of it.
In this video, I'm gonna be teaching you
a very powerful strategy to use urgency.
To drive sales.
And I know what you might be thinking,
Adam urgency are you about to teach
us about same day discounts or making
deals disappear, or one time only offers
same day decisions and the answers?
No, although those can be effective.
I'm not a huge fandom.
There's a time and a place, but
what we're covering in today's
video on urgency is a act based.
Practice to educate homeowners.
So they take action now because the
reality is most homeowners don't
get excited about writing a 15 to
$25,000 check to buy a new roof.
They would much rather purchase a
new car, a kitchen remodel, a bath
remodel, or take themselves on a heck
of a vacation two, three, or even four.
In this video, I'm gonna be teaching
you more on urgency, and you're gonna
be able to follow this exact strategy
on the very next sale you make.
Now, thanks to your feedback.
You've been asking for
Adam more videos on retail.
We do retail, your storm
stuff doesn't apply.
Well, the good news for you is
our all in one sales training
sales strategy and sales system.
That's being used by thousands.
As we speak works for
both storm and retail.
In fact, I have different training
tracks and different material in the
battle pack for storm and retail.
And just this week I got back from
training, an amazing team in Ohio.
Who's lying, share their
businesses on retail and TJ.
This gentleman right here.
It just did this.
TJ closed one against our biggest,
two of our biggest competitors
that are always priced higher.
TJ was the last person in the house.
Two days after training follows the plan.
More expensive walks out with the deal.
So my point in sharing this is
retail is right in my wheelhouse
and I am super excited to be doing
more of those videos for you.
So thank you for the comments.
Thank you for the suggestions.
If you ever have a, an idea on a video,
drop a comment on one of the YouTube
videos, cuz I do see those and respond
to all the constructive feedback.
So before we get into the today's
video and urgency, I just wanna
say welcome or welcome back.
My name is Adam Benson, the roof
strategist, and everything I do here
on the channel and in the podcast is
designed to help you and your team.
Smash your income goal and give
every customer an amazing experience.
And part of the amazing experience for a
customer is an education based experience.
So they can make the right decision.
And that's what we're
gonna be covering here.
But right before we do, if you haven't
yet done it, I'd like to invite you to
this free offer and that's to download.
A free copy of my pitch, like a pro
roofing sales training video library.
You can answer your name and email.
You'll get instant access.
We got over 260 videos in
there in a playlist on retail.
So you can see all the videos that
are more retail specific from closing
and presenting, things like that.
And there's a link in the
description, or you can head
over to the roof, strategist.com
right now to get your free copy.
Now let's do jump into urgency
for those that don't know.
And I'm guessing you probably
do, but just in case.
Urgency is providing a reason for
people to act now, meaning urgent.
It's important that we do this now
for fear of not good things happening.
And the reality is those not good.
Things are expensive.
We have to find a delicate and
tactical way to educate our homeowners.
So here's what we can do.
And I'm gonna jump right in to
a, a little bit of role play.
Because I'm gonna show you exactly how
I would explain this to a homeowner.
So you can see it in real time also,
by the way, thank you for the feedback.
Cause people have been asking for that.
So here's the deal, Peggy.
We all know who Peggy is.
Peggy.
I understand that your roof is fine and
you may wanna wait till next year because
you're not having problems with your
roof, but Peggy, I just want to give you
all of, of the facts to help you make a
decision that you're comfortable with.
Even if it's not with me and even
if it means waiting, but it's
very important that you understand
what I'm about to share with you.
Okay.
First on average, our stock market,
you'll see how this makes sense has
performed between nine and a half.
And about 11.2% annually.
This is the stock market
for the last 50 years.
Okay.
Nine and a half to 11.2% annually.
Meaning if you invest that
money, it's gonna grow it
nine and a half 11% annually.
Well, here's, what's not so pleasant.
The cost of roofing is going up
currently with seven to 12% increases.
And these are quarterly.
This means that the cost
of roofing is going up.
Exponentially higher and faster
than the stock market itself.
So I wanna show you
what this means to you.
Peggy, let's assume that your roof
costs $15,000, which is about the
average for a cost of roof in the us
right now for a single family home.
Now today's do dollars.
This is 15,000 bucks.
Let's say you wait just one year.
If we see that seven.
Percent.
So we're gonna make this assumption
on a 7% quarterly increase.
And by the way, this is on the best case
scenario for just material, which does
not reflect labor or any other rising
costs, a 7% increase every quarter.
Means that your roof is going to
cost $19,661 in one year, which
is a difference of 4,661 bucks.
Now, if the worst case scenario comes
and if we start seeing these 12%
rate increases, because the reality
is Peggy, you know what goes into
shingles oil, and we see what's
happening with the cost of petroleum.
So with freight costs, increasing
the cost of oil increasing means
the manufacturing costs increases
paired with the supply chain issues.
It would not be unreasonable to see
these 12% rate increases or even higher.
Now they could go up, but I'm
gonna just share with this number
means to you over the next year.
And with that means is, is that your roof?
The exact same roof is gonna cost 23,000.
$602 in one year.
If you decide to wait,
which is $8,602 extra.
So if you wish to wait, which you can,
there's a couple things I want you to be
aware of one, if you do wait a year, you
will likely end up spending over 4,000 on
a us $5,000 more for the exact same roof.
By waiting longer.
In addition to that, if on the
worst case you could be spending up
to eight, maybe even $9,000 more.
By simply waiting a year to do your roof.
Now, in addition to these rising costs,
we have material availability issues
and the potential of a leak inside
your home or other failure points.
And what we'd hate to do is bandaid those
have you throw more money at your roof and
then have to come outta pocket for an even
more expensive roof for the same thing.
And then the last thing Peggy that
I wanna share with you is you've
seen what's happening in our.
Economic climate.
The interest rates today are only expected
to go up a few percentage points this
year, which means not only if we decide
to do this sooner, meaning you decide
to do this sooner, you can get your roof
and save between five, four or $5,000 up
to about $9,000 and have a lower inch.
Chris rate.
Now, Peggy, the reason I'm sharing
this with you, as many of the
customers we serve have heard this
information and decided, you know, what.
I'd rather not spend more money
on the same exact product.
And it means more meaningful for me
to get the roof done now, be protected
by not only the labor warranty, but
also the manufacturer's warranty.
So I can have complete peace in mind
that my roof is fully protected.
And if anything does happen inside,
I've got a resource to call, pick up the
phone and call to get it taken care of.
And I'm gonna end up saving a
lot of money while locking in.
If you choose to finance a
better interest rate than we
will likely see in the future.
end of role play.
Now I want you to look at this.
Did you guys know any of this?
Did this mean something to you?
If you were the homeowner and
you heard this, would you buy
that roof now or would you wait?
Yeah, my point.
Exactly.
So you just learned an incredibly powerful
technique on using urgency, real urgency,
not any of this gimmicky stuff, not pushy
sales tactics, but in line with a value
based and education based sales approach
that allows your homeowner to make a
decision that they're comfortable with.
And with all the facts, this is
a true servants way of cell link.
And in my opinion, this is ethically
our responsibility to share with
homeowners because so far as I know it.
I don't see car prices going up like this.
I know they used car market.
It's a little gangbusters right now,
but I don't think it's going this crazy.
So what I want you to do
next is use this information.
You can rewatch this
role, play, scrub it back.
Learn what I talked about with
the price of the stock market.
On average, excuse me.
The rate of return on the stock off market
being nine and a half to about 11.2%.
On average over the last 50 or so
years, then the cost of roofing
going up seven to 12% per quarter.
And you can double check my math
as you know, I'm horrible at math.
So I have a little cheat code here
to remember these numbers, but you
are welcome to double check 'em.
And if I made a mistake, drop a comment
on this video, I'd love to hear from it.
Hey, if you liked this video, give
it a thumbs up and S and if you have
suggestions or other information
you want me to cover in upcoming
videos, especially on retail.
Please comment below.
I do look at them and take them to harp.
And last thing, before we call it a
wrap, if you or your team is looking
for a highly effective in-home sales
system, then I highly recommend that you
get your hands on our all in one sales
training, sales strategy and sales system
that I call the roofing sales success.
Formula covers everything
from not to close.
For storm and retail, there's a link
in the description below, or you can
call our office text at (303) 222-7133.
I'd love to chat with you.
Hey, if you like this video and you
want more hop into this retail playlist,
and if you haven't yet done it, I'd
love to have you here in our community.
Click the subscribe button and
I will see you on the next one.