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Lacking confidence? Afraid that customers notice? Learn how easy it can be to speak confidently when selling roofs, even if you don't feel confident yet.
Questions About Products or Programs? Call/Text: 303-222-7133
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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.
How can you speak even
more confidently in sales?
This is a really hot topic.
And whether you are a seasoned veteran
with decades of experience, or you haven't
even sold your first roof yet, you're
gonna take away a few key action items
to help you speak even more confidently
on the very next sale that you run.
Thanks for joining me today.
And I am so glad to have you here.
Welcome, or welcome back.
My name is Adam.
Besman the roof strategist and
everything I do here on this
YouTube channel and on my podcast.
And in the roofing sales success formula,
which is being used by thousands for all
storm and retail is designed to help you
and your team smash your income goal and
give every customer an amazing experience.
Now, for one moment, I just wanna
focus on the last thing I just said.
And give every customer
an amazing experience.
Now, if you've been tuning in for a
while, you'll probably notice that
that's a newer addition to my mission.
And the reason for that is because
in sales, we can make a lot of money
and we can make a lot of money.
We bring in people who can become
greedy and then their moral
or ethical compass get skewed.
And they do certain things to make
money at the expense of others.
And that's how.
Roofing companies get a bad rap,
all the articles, the scams, the con
artists, the things that you and I both
see and know happen out in the world.
So when I break down this video, I just
wanna be crystal clear about my intention.
This is not to help you learn how to
be some con artist, some smooth talking
Wiz, some slice salesperson it's to
give you the true skills to speak
even more confidently in the home.
And if you haven't yet done it, I would
highly recommend that you either listen
or watch the video that I just put.
Right before this one, which was
learning how to speak smoothly
or be a smooth talker in sales.
Again, same context applies.
So let's get started.
Shall we first speaking
confidently in sales?
Where does it begin?
It begins with our ears.
We have two ears in
one mouth for a reason.
And no matter how confident you
are, and I've watched people by
the way, I've seen some videos.
I see some folks online
that are, in my opinion.
Full of it, but they're really good at
speaking confidently, but most folks or
discerning folks see right through it.
So if you start spitting all the right
things out, but you're not actually
listening to the customer, your
message, isn't gonna land because you're
telling them things they don't need.
And I've audited sales.
I've listened to sales people,
watched sales, people do
certain things that tell a home.
I'm not listening to you just hear me out.
No, no, no.
Like as a true example, when someone
has an objection or a question,
when the salesperson jumps right
in to start answering it, why?
Because they're confident they know
the answer they're excited to help,
but what ends up happening is it
tells the homeowner I'm not listening.
You listen to me.
I know what I'm talking about.
That's not good that doesn't
create a good experience.
So the first thing that
we want to do to become.
A confident speaker is to listen, become
an active listener, understand not
only the words that are being said from
our customer, but what the meaning is.
In another example of that, as I teach
is all objections only mean one of
three things they don't trust you.
They don't think they need
you, or it's a money issue.
So if someone says, I've talked to my wife
about it doesn't mean they have talked to
their wife and they're excited about it.
It means they don't trust you.
So we just really wanna
listen more deeply.
So there it is.
The foundation of speaking
confidently is listen.
So you can start speaking to the right
things and send your prospect and
soon to be customer the right message.
All right.
Next key piece.
And then don't worry.
We're gonna break down three key
elements that you're gonna start using.
The next piece is having the
knowledge, the knowledge and the
understanding, the education.
However you want to spin this one.
I recently did a video on what you
actually need to know to sell roofs.
The difference.
Process knowledge and product knowledge.
And again, if you didn't see that video,
we'll put a link, uh, in a card up
here on YouTube somewhere, and you can
go pop in to take a look at that one.
If you are new to learn the difference
and in time you will get this experience.
And I know if you're new, if
you're concerned about, you know,
Hey, I haven't sold the roof.
I don't know much about roofing systems.
Where should I turn to see
installs those kinds of things?
What you need to figure out.
And by the way, Brian, Tracy
taught me this in his book.
Goals is your bottleneck.
So Brian, Tracy, thank you for this one.
So the bottleneck upside down.
I'm a horrible artist.
It's this choke point.
It's this the weakest link.
And for many people, this bottleneck
here is product knowledge.
So what you need to do is just
say, Hey, you know, what, what do
I need to learn in order to feel
confident, find out what this weakness
is, and then just go pursue it.
Dedicate 20, 30 minutes a day,
brushing up on product knowledge,
reading the shingle manufac.
Install guidelines or the
install manual jumping on YouTube
saying how a roof is installed.
Uh, any of the major
manufacturers have portals.
And by the way, as a new partner with
Owens Corning, if you're an Owens Corning
contractor Owens, Corning university
has a lot of this information in there.
So find out what that weakness is.
You can overcome that knowledge gap, close
it, and then you'll be even more confident
to start speaking with customers.
Like, you know what you're talking
about because you will, and you
do all right now, let's break.
The three key elements to speak
confidently to come across,
like, you know what you're doing?
And the first one I want
to touch on is certainty.
Okay.
Now certainty is sta stating
facts or statements confidently.
Give you an example.
If you get this product,
it can help you be happier.
Okay.
That's a loose goose statement.
If you get this product,
it will make you happier.
That's an absolute statement, by the
way, I realize there's no product
that's gonna make you happy, but I
wanted you to feel the difference here.
This could do it for you, or it will.
It is a matter of fact statement
when we speak with certainty,
it showcases confidence that we
know what we're talking about.
So I wanna tell you a story of.
This lack of certainty made me not trust
a doctor, a veterinarian specifically.
Now my, my old dog rest in peace.
Nelly was in 90 pound Husky, and
she was nearing the end of her life.
I was distraught my friend's out there.
You know what that's like when you
lose a pet, a dog or a cat, it's
a, it's a member of the family.
And that transition time it's raw.
It's emotional.
It's sad.
It hurts.
So I go to the vet with.
This is an old vet, by
the way, not the one.
You hear me talk about raving stories.
They are amazing.
The old vet I go to and this woman's
been practicing for decades and decades.
In fact, she started her practice, I
believe in the seventies and I'm in there
and I said, what do I do with Nellie?
And she says, well, you could do this.
And then if you do that, this'll happen.
And then, well, this is another
option and this'll happen.
And she does this, these Lucy
goose airy terms, and she gives
me about six different scenarios.
Do I have confidence in her?
No.
So I try to reel her in and
just tell her what I need.
I say, doc, listen, I'm sad.
I'm emotional.
You know how I feel about the
end of life care for Nellie?
You know, the quality of life, you
know, the values I've shared with you
about where I draw that line between
euthanasia and just letting her live
out her life, because I want her to
be there even if she's suffering.
So knowing that, what
would you recommend to me?
And then instead of these six
concepts, she boiled it down to a four.
Well, I left that appointment
even more sad, more confused and
more frustrated than when I showed
up because she had no certainty.
She didn't tell me what
was going to happen.
Think of certainty, like giving
someone instructions, which will tie
in here in a minute clear direction.
Okay.
An absolute statement.
No, can in this, it will,
we will do this for you.
All right.
So speaking with certainty or absolutism,
or matter of fact is critically important
to showcase your confidence in speaking.
And I'll give you an example.
If you called me up and you
said, Hey, Adam, you know,
which program's best for me?
And I would say, well, you've got
this option and this will this option.
And no, what I'm gonna say is
I'm gonna ask you a question.
Are you an owner or a rep?
Okay.
If you're a sales rep, start with
the roofing sales success formula,
that's your best path for everything.
If you're in a budget, the
battle, pack's a great option.
As an owner, the only path for you is
the best path and that's the roofing
sales success formula, the full training.
Do you see that?
That's a level of certainty?
Not, well, we can do this.
We can do.
That's like, this is where you start.
Do I offer other things?
Yes.
But I recommend everybody start there.
I have certainty a matter
of fact, make sense.
All right.
That's element number one is
speaking with certainty element.
Number two is speaking with authority.
Now, what do I mean by authority?
Think of the tonality
between a traffic cop.
For example, he's gonna direct traffic.
He's gonna speak with authority
when you see a doctor and
you've heard me say this before.
I'm transitioning by the way, from
the veterinarian to the doctor.
You want to sell like a doctor
diagnose what's going on, prescribe
the solution, tell a story.
When we, when we communicate
with authority, it shows that we
know what we're talking about.
And by the way, to me, the, the best
type of knowledge to have in order
to speak with authority is process
knowledge, how this whole thing works.
This is the most important part
to homeowners, not as much the
product side, this is my opinion.
If you.
Uh, do drop a comment.
I'm happy to engage in a healthy
discussion because your experience
might be different than mine.
And I've been very quickly humbled
running this channel to learn
how much I have yet to learn.
I've been in the business
for two thou since 2011.
And if I said everything I said was
the, the, the fact the best way, and
the only way I'd be lying to you.
There's so many ways to do this.
So if you disagree with any of us, do
drop a comment below or ask any questions
and we can all learn from it together.
So again, speaking with authority,
Showcasing that, you know what
you're talking about, positioning
yourself as the expert or the doctor.
So if I blend authority and certainty,
this is an example, Hey, Mr.
Homeowner, as we go through the
roof replacement process, this
is what will happen, certainty.
Okay.
That is an example of certainty.
This is what will happen first.
We're gonna go through everything today.
So you feel comfortable making the
next steps or the decision on the
next steps that are right for you.
Then what will happen is we're gonna.
Colors.
Okay.
I'm describing with certainty.
The next steps very clearly,
then what's gonna happen is we're
gonna show up and prep the house.
We're gonna make sure that your lawn is
safe, your garage doors, your windows,
and everything from that debris removal.
I'm speaking with authority
that I know what's gonna happen.
Then we're gonna go ahead and
start installing the roof.
This is what's gonna happen.
This is our cleanup process.
This is our final walkthrough,
and I use authority to say it.
Ain't my first rodeo.
Even if it is by the way
you speak with authority.
So we're gonna blend certainty
and authority to position
yourself as the leading expert.
All right.
Finally is we need to be direct.
What do I mean by direct?
Hey, if you wanna move
forward, you just let me know.
Mm-hmm . If you wanna move forward,
all we need is an autograph, right?
okay.
That's being direct, communicating
in a way by blending authority
and certainty to speak directly to
someone and giving them directions.
You put the lanes on you dictate how this
process goes, and you can communicate
clearly in a way where people understand.
I don't want to keep it.
Lucy goose, Lucy goose
doesn't have any place in.
Don't do any speaking
with Lucy goose terms?
What do I mean by loose Lucy goose,
a lack of certainty, showing people
that you have no idea what you're
talking about and not being direct.
And if you've been in sales for more
than an hour, you know, that you need
to be direct to ask for the business.
You need to be direct to
tell someone next steps.
You need to be direct to
tell someone what to do.
You need to be direct to say, when
is a good time for me to come back,
to visit everything, to revisit.
With you and your husband, when
you're together, I'm clearly
communicating what will happen,
blending certainty in authority.
And yeah, as you're observing this,
you're like, wow, there's a lot
of overlap between using certainty
and authority and being direct.
And there absolutely is.
And these are the key themes where
when you blend in your certainty
authority and your directness, you
will speak with even more confidence.
So what I want you to do next is to.
Where's your weaknesses.
Grab a piece of paper right now and
say, Hey, on a scale of one to 10,
how much certainty do I have in my
voice in communication on a scale
of one to 10, how much authority?
And then on a scale of one
to 10, how direct am I?
Once you score yourself, I want you
to then say, you know what I realize
with my authority, I'm a two out of 10.
That's how I'd rank myself.
And then you can say,
Hey, well, why is that?
Well it's because I don't really know
enough and I don't have enough experience.
go solve that problem.
Go do ride alongs, talk
to people on your team.
Go sit on jobs.
Find that weakness and
quickly say what's the cure.
Find that cure.
Chase.
And before, you know, it, you're gonna be
a smooth talking confident salesperson.
Who's closing more deals
and giving customers an
absolutely amazing experience.
Now I want to close with
this one last piece.
One of the best ways to
speak with confidence is to
know what you're gonna say.
Okay.
So you know what you're gonna say?
I'll give you an example, many sales
people who go through my training
program and learn my canvasing
strategy, the full in depth, which
by the way, I get asked a lot.
What's the difference between
your YouTube videos and what
you provide in your program?
A lot in my program, it's a full sales
system from knock to close, including
the training, every single thing you
go through it, nine and a half hours.
You're out, you're rocking.
Rolling.
All right, teams are using it to grow
their, to grow their teams, train their
existing teams, train future hires, find
new recruits, the whole kit and caboodle.
What, one of the most common
forms of feedback I get is Adam.
I am now more confident
because I know what to say.
I show up at the door knowing how
I'm gonna start the conversation.
When I hear an objection and I'm uncom.
Instantly now I feel confident
because I know how to start
overcoming that objection.
When I show up at the sales appointment,
I know how it's going to go.
So having that foresight, that
vision and that clarity when you
know, what you're gonna say is gonna
help you feel even more confident.
Now, is this a plug
for my training system?
A hundred percent it is.
Does it mean that you need to buy it?
Absolutely not.
You might be just fine watching
these videos or better yet
articulating or creating your
own formula, your own approach.
So whether you use mine, whether you make
your own, whether you use someone else's,
I want you to remember that when you know
how you're gonna start the conversation,
how you're gonna overcome objections, how
you're gonna run that sales appointment,
that confidence level will arise.
And it will be much easier
to speak with certainty, a.
And being direct.
So there you have it, a simple framework
to help you speak even more confidently.
If for any reason you are interested
in the roofing sales success formula
for yourself or for your team, you
can click the link in this description
below, or give our team a call.
You can call or text (303) 222-7133.
Now.
Let's continue our journey together.
If you haven't yet done it, let's
get a free copy of my pitch.
Like a pro roofing sales training
video library in your hands right
now, click right here and I'll
send you a free copy by the way.
Did you notice how I told you
to do that by being direct?
And if you just want to join me
here on YouTube, click and jump
into this video, YouTube thinks
you're really gonna love it.
We'll see you soon.