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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.
This video is emotionally charged because
I cannot stand this sales practice.
It is one of the most
fatal flaws that I see.
Widespread in the roofing industry,
the fatal flaw of white lies and
over embellishing things for the
sole purpose of telling customers
what you think they want to hear to
make it easier for you to sign deals.
Now this over embellishment white lie.
Tactic comes across in a variety of
ways, which I'm gonna be spelling out
in today's video, and so many people who
otherwise you'd think we're, we're good.
Folks are using these deceptive
practices that I find truly immoral,
unethical, and poisoning the
reputation of our entire industry.
When you search on Google the words
roofer news, you're gonna see articles
of deaths, scams, contractors running off
with checks, contractors getting arrest.
Nothing positive in there.
Beware of roofers.
That's the, the, the mass media messaging
saying that all of us are in the
same camp of sc scumbag con artists.
And to add insult to injury,
homeowners are wisely up to this.
You see this on comments on some of
my videos, specifically one video
called, um, rejection at the Door,
and I'll put a link to that one.
But if you, it's up here in the corner.
When you look through the comments
section, you'll see a lot of angry
homeowners making comments in that
video about some of these tactics, like
misrepresenting people over, embellishing,
making up fake names, all of that stuff.
So in this video I wanna identify
what this fatal flaw is of over
embellishment and, uh, innocent white
lie and why no one should do it.
And if you see anyone on your team
doing it, we gotta squash it right away.
If you keep doing these things,
they will come back to bite.
I promise you.
Now, if they do come back to bite
you, here's what's gonna happen.
One, you're gonna get a canceled contract.
Two, you're gonna have an angry
homeowner who's gonna blast negativity
about you everywhere they possibly can
on the internet, including reviews.
You cannot delete.
Three, they're gonna post in the
local Facebook community groups,
warning other people about you.
And number four, if it comes up
when you're in the middle of a
process, it will lose you deals.
But those are all consequences.
That, in my opinion,
shouldn't even be factored in.
Because at the end of the day,
the reason you should not be doing
this is because it is immoral.
And unethical.
Fair enough.
Now let's get to it.
Uh, before we do a quick welcome or
welcome back, my name's Adam Benjamin,
the roof strategist, and this video
is a little different than the ones
I normally do because I feel called
to call out what I view as toxic
behavior that's poisoning our industry.
So if you're someone who prides yourself
on delivering a five star customer
experience, serving with honor, And
integrity, providing an education
based experience for homeowners and
helping guide them to choose you.
Then I hope you really like what's
available here on my channel and in
our podcast, and most importantly
inside our training center.
And if you wanna get a taste of that,
you can get in the the free training
center and to get access to my pitch,
like a pro roofing sales training, video
library, roof plans, crash course, 10
closing techniques for every situation,
my recommended reading list, and even
a wait list to get a free copy of my
brand new book that'll be coming out very
soon called The Roofing Sales Survival.
There's a link in the description,
or you can text the word
free to 3 0 3 2 2 2 71 33.
That's the word free 3 0 3 2 2 2 71 33.
All right.
By the way, if you have any
program questions, you can
text that number as well.
Now let's get to it.
This fatal flaw of intentional
misdirection of information for
the purpose of this white lie
to make customers feel good.
Now, all these stories I'm
gonna be sharing with you are
people that I have talked.
personally, these are stories that
have come through email, phone
calls, or conversations after events.
And what blows my mind is how people
fess up to doing this almost with
some sense of pride behind them.
So let's wrap the bandaid off.
Get to it.
Identify these fatal flaws
so you can sniff 'em out and
squash all of this stuff.
Fatal, flawed number.
Making up neighbors names.
I see this happening
at a widespread level.
I've even seen people teaching to do this.
This one gentleman I interacted with and
it made my skin crawl in my blood boil.
He was telling me how he was hopping
fences to get into G gated communities.
Breaking and entering into
private, no trespassing areas.
And he would show up at the house, knock
on that door and say, Hey, the reason
I'm stopping by, and he'd make up this
fictitious name, the so-and-so sent me
over and he proudly boasted it works.
No one's ever caught it and
it's allowed me to get in.
And I know when he reached out, he later.
He was wing up to this and I realized
there's probably a better way.
I'm like, yeah, there is not lying.
How's that being honest and truthful?
How's that?
Going up at a neighbor's house
and implying that someone sent
you when they don't exist.
Imagine that happening to you.
Imagine that you signed a contract for
a $25,000 roof with someone that you
really liked, and then right after signing
it, you find out that this neighbor
that sent them over doesn't even exist.
Can you imagine the feeling of being
conned, immediate distrust of that person?
Like it's, and again, it's just not right.
So how do we go about doing this?
The right.
All you need to do is use real
names of customers that you serve.
And if you're brand new in a neighborhood
and you haven't served anybody yet, you
just knock on that door and say, Hey, the
reason I'm stopping by, I'm talking to
to folks on and you name their street.
That is truthful.
You are there talking to
folks on Lexington Lane.
On their street.
Once you start having those conversations,
use the real names of real people
who you're actually helping skip
the nonsense of making up garbage.
All right, so that's fatal Flaw
number one is making up names to
give you an in in the neighborhood.
All right, number two, over
embellishment about company details.
Guy comes up to me once, this was after
a speaking event, newer company, by the
way, been in business for two years.
I asked how things were going
and, and part of the conversation
that came up in our training.
Obstacles that new companies face.
There's a lot of distrust from
homeowners when you don't have
that longevity as a new company.
It's one of the reasons that I did a
video on overcoming the objection of year
two new, by the way, that's available in
the objections playlist, and I have that
inside our free training center as well.
So hop on and take a look.
Now, in that video I talk about how
to overcome those concerns, but at
the end of the day, we just need to.
Truthful.
Like, I, I can't even believe
that I have to do a video talking
about, you have to be honest.
It, it blows my mind.
But here's what happens.
This guy says, I've been in business
for two years, and then instantly
he says, with a smirk on his face.
But I tell customers six cuz
it makes him feel better.
And I, I had to hold my tongue
and I, I was like, but you've only
been in business for two years.
Why?
Well, customers don't want to
trust me and do business with me
cuz they think it's too young.
So I tell 'em.
I know I'm gonna do a good job.
Again, this is the embellishment of
what feels like an innocent white lie.
Well, I know I'm a good company.
They don't know that.
So if I just tell them that I'm in
business for six years, then they don't
think that I'm gonna disappear in a
couple years cuz they know I won't.
And I just wanted to feel comfortable.
No, you're lying.
Don't bring it up.
And if you do need help, go watch the
video on how to overcome that obstacle.
Listen, this embellishment white lie
stuff is just a bandaid for people
that don't know how to sell and have
a sole purpose of manipulating other
people to work with them by trying
to say, well, what would they want
to hear and how do I give them that?
So that was embellishment number two.
Now, the third embellishment,
the third white lie that I see
happening is over embellishment
on any other company details.
We've done so many so and so many houses.
We've been in business this long.
These over embellishments.
The internet is a powerful place.
It's not difficult to find information.
And again, the fact that I even have to
spell out the consequences of doing it and
how you could get caught is ridiculous.
What I wish I could have done, I
just put up a video saying, Hey
friends, just be honest and real.
And that would make it really simple.
So what I challenge you to do, if you've
done any of this stuff, and I know
that there are people out there that
had poor guidance, poor instruction,
were even trained to do this, started
doing it out of desperation, which
is one of the most common reasons
that people use sleazy tactics is
desperation in needing the business.
So instead of doing that, I encourage you
to spend some time here on this channel.
Go through the playlist inside the free
training center, where you can learn how
to ace your pitch at the door, when you
can learn how to overcome objections,
when you can learn how to make yourself.
Come across as familiar to the
neighborhood because you genuinely
are, and to learn ways to present
and interact with customers on a
true human level to be of service.
Because at the end of the day, the reason
that I added that tagline and give every
customer an amazing experience instead
of smash your income goal is because
in the very beginning I had that, that
was my mission statement, to help you
and your team smash your income goal.
But then I realized that people
are willing to do about just about
anything to win the business, like
coming across as sleazy and scammy.
And an innocent white lie.
And what ends up happening is the
homeowner is the victim there.
So you smashed your income goal, but
it was at the homeowner's expense, and
that's why I've added and give every
customer an amazing experience because
those two need to work hand in hand for
you to win the business, for you to feel
good about yourself, for you to truly
be of service, and for you to serve from
a place of honor and true integrity.
Agree or disagree?
Drop a comment in the comment section
below and share with me the worst
stuff you've seen happening out there
when it comes to over embellishment.
Cause I know homeowners talk to you
about competitors, and oftentimes
it's the competitor who's in the
house after your little BS spiel that
are gonna blow the whistle on you.
So I wanna hear from you, drop a comment,
let me know the nastiest stuff you've
seen on the over embellishment, innocent
white lie tactics being used, and
uh, hopefully this helps you and the.
Sell with even more honor and
integrity and truthfulness and not
trying to rely on manipulative lies
to coerced people to work with you.
Pretty simple concept.
Remember, a rising tide lifts all.
Together, we truly can unite to bring
a sound reputation to the roofing
industry and serve people in a way
that they go through that experience.
And this is how we do it, my friends.
We do it one customer at a time.
You win that customer.
You serve them the best you possibly can.
You educate them on their
options, you earn their business,
and you do an amazing job.
And that's how we rebuild this reputation.
It's not from one little
thing or one person.
It's all of us doing right.
And it should be quite simple.
That's all I have for this.
Thanks for joining me, and, uh, if you
have any comments or questions, drop
them in the comment section below.
We do keep an eye on all of that.
And if you wanna continue your journey
with me, hop inside our free training
center right here, or jump right into this
video and we'll see you on the next one.