WEBVTT NOTE This file was generated by Descript 00:00:00.690 --> 00:00:05.100 This video is emotionally charged because I cannot stand this sales practice. 00:00:05.220 --> 00:00:07.680 It is one of the most fatal flaws that I see. 00:00:08.325 --> 00:00:13.605 Widespread in the roofing industry, the fatal flaw of white lies and 00:00:13.605 --> 00:00:17.755 over embellishing things for the sole purpose of telling customers 00:00:17.760 --> 00:00:21.675 what you think they want to hear to make it easier for you to sign deals. 00:00:22.035 --> 00:00:24.465 Now this over embellishment white lie. 00:00:24.715 --> 00:00:28.884 Tactic comes across in a variety of ways, which I'm gonna be spelling out 00:00:28.884 --> 00:00:33.144 in today's video, and so many people who otherwise you'd think we're, we're good. 00:00:33.144 --> 00:00:38.125 Folks are using these deceptive practices that I find truly immoral, 00:00:38.155 --> 00:00:43.195 unethical, and poisoning the reputation of our entire industry. 00:00:43.585 --> 00:00:47.725 When you search on Google the words roofer news, you're gonna see articles 00:00:47.785 --> 00:00:52.855 of deaths, scams, contractors running off with checks, contractors getting arrest. 00:00:53.350 --> 00:00:55.330 Nothing positive in there. 00:00:55.360 --> 00:00:56.800 Beware of roofers. 00:00:56.800 --> 00:01:00.470 That's the, the, the mass media messaging saying that all of us are in the 00:01:00.475 --> 00:01:03.100 same camp of sc scumbag con artists. 00:01:03.310 --> 00:01:06.760 And to add insult to injury, homeowners are wisely up to this. 00:01:06.940 --> 00:01:10.660 You see this on comments on some of my videos, specifically one video 00:01:10.664 --> 00:01:14.320 called, um, rejection at the Door, and I'll put a link to that one. 00:01:14.320 --> 00:01:15.759 But if you, it's up here in the corner. 00:01:16.285 --> 00:01:18.565 When you look through the comments section, you'll see a lot of angry 00:01:18.565 --> 00:01:22.825 homeowners making comments in that video about some of these tactics, like 00:01:23.035 --> 00:01:27.655 misrepresenting people over, embellishing, making up fake names, all of that stuff. 00:01:27.655 --> 00:01:31.945 So in this video I wanna identify what this fatal flaw is of over 00:01:31.945 --> 00:01:37.435 embellishment and, uh, innocent white lie and why no one should do it. 00:01:37.440 --> 00:01:40.315 And if you see anyone on your team doing it, we gotta squash it right away. 00:01:40.495 --> 00:01:43.465 If you keep doing these things, they will come back to bite. 00:01:44.100 --> 00:01:45.179 I promise you. 00:01:45.479 --> 00:01:48.780 Now, if they do come back to bite you, here's what's gonna happen. 00:01:49.080 --> 00:01:51.030 One, you're gonna get a canceled contract. 00:01:51.360 --> 00:01:54.509 Two, you're gonna have an angry homeowner who's gonna blast negativity 00:01:54.509 --> 00:01:57.750 about you everywhere they possibly can on the internet, including reviews. 00:01:57.755 --> 00:01:58.380 You cannot delete. 00:01:58.875 --> 00:02:01.905 Three, they're gonna post in the local Facebook community groups, 00:02:01.905 --> 00:02:03.735 warning other people about you. 00:02:03.975 --> 00:02:06.645 And number four, if it comes up when you're in the middle of a 00:02:06.650 --> 00:02:08.445 process, it will lose you deals. 00:02:08.655 --> 00:02:10.395 But those are all consequences. 00:02:10.395 --> 00:02:12.765 That, in my opinion, shouldn't even be factored in. 00:02:12.915 --> 00:02:15.375 Because at the end of the day, the reason you should not be doing 00:02:15.375 --> 00:02:17.295 this is because it is immoral. 00:02:17.805 --> 00:02:19.424 And unethical. 00:02:19.635 --> 00:02:20.385 Fair enough. 00:02:20.535 --> 00:02:21.704 Now let's get to it. 00:02:21.975 --> 00:02:25.005 Uh, before we do a quick welcome or welcome back, my name's Adam Benjamin, 00:02:25.005 --> 00:02:27.615 the roof strategist, and this video is a little different than the ones 00:02:27.620 --> 00:02:32.535 I normally do because I feel called to call out what I view as toxic 00:02:32.535 --> 00:02:34.245 behavior that's poisoning our industry. 00:02:34.424 --> 00:02:39.225 So if you're someone who prides yourself on delivering a five star customer 00:02:39.225 --> 00:02:43.230 experience, serving with honor, And integrity, providing an education 00:02:43.230 --> 00:02:46.230 based experience for homeowners and helping guide them to choose you. 00:02:46.440 --> 00:02:49.680 Then I hope you really like what's available here on my channel and in 00:02:49.680 --> 00:02:52.620 our podcast, and most importantly inside our training center. 00:02:52.740 --> 00:02:55.109 And if you wanna get a taste of that, you can get in the the free training 00:02:55.109 --> 00:02:58.230 center and to get access to my pitch, like a pro roofing sales training, video 00:02:58.230 --> 00:03:01.950 library, roof plans, crash course, 10 closing techniques for every situation, 00:03:02.070 --> 00:03:05.820 my recommended reading list, and even a wait list to get a free copy of my 00:03:05.820 --> 00:03:09.030 brand new book that'll be coming out very soon called The Roofing Sales Survival. 00:03:09.900 --> 00:03:12.210 There's a link in the description, or you can text the word 00:03:12.210 --> 00:03:16.320 free to 3 0 3 2 2 2 71 33. 00:03:16.320 --> 00:03:20.040 That's the word free 3 0 3 2 2 2 71 33. 00:03:20.370 --> 00:03:20.550 All right. 00:03:20.550 --> 00:03:21.930 By the way, if you have any program questions, you can 00:03:21.930 --> 00:03:22.710 text that number as well. 00:03:23.100 --> 00:03:23.850 Now let's get to it. 00:03:23.855 --> 00:03:29.820 This fatal flaw of intentional misdirection of information for 00:03:29.820 --> 00:03:32.010 the purpose of this white lie to make customers feel good. 00:03:32.310 --> 00:03:34.470 Now, all these stories I'm gonna be sharing with you are 00:03:34.470 --> 00:03:35.580 people that I have talked. 00:03:36.195 --> 00:03:39.765 personally, these are stories that have come through email, phone 00:03:39.765 --> 00:03:41.885 calls, or conversations after events. 00:03:41.890 --> 00:03:46.905 And what blows my mind is how people fess up to doing this almost with 00:03:46.905 --> 00:03:49.305 some sense of pride behind them. 00:03:49.515 --> 00:03:51.195 So let's wrap the bandaid off. 00:03:51.195 --> 00:03:51.825 Get to it. 00:03:51.825 --> 00:03:54.285 Identify these fatal flaws so you can sniff 'em out and 00:03:54.285 --> 00:03:55.605 squash all of this stuff. 00:03:56.025 --> 00:03:56.805 Fatal, flawed number. 00:03:57.660 --> 00:04:00.300 Making up neighbors names. 00:04:00.810 --> 00:04:03.540 I see this happening at a widespread level. 00:04:03.540 --> 00:04:07.080 I've even seen people teaching to do this. 00:04:07.170 --> 00:04:12.750 This one gentleman I interacted with and it made my skin crawl in my blood boil. 00:04:13.020 --> 00:04:16.560 He was telling me how he was hopping fences to get into G gated communities. 00:04:17.040 --> 00:04:21.120 Breaking and entering into private, no trespassing areas. 00:04:21.480 --> 00:04:24.750 And he would show up at the house, knock on that door and say, Hey, the reason 00:04:24.750 --> 00:04:28.200 I'm stopping by, and he'd make up this fictitious name, the so-and-so sent me 00:04:28.200 --> 00:04:32.040 over and he proudly boasted it works. 00:04:32.100 --> 00:04:34.830 No one's ever caught it and it's allowed me to get in. 00:04:35.160 --> 00:04:37.780 And I know when he reached out, he later. 00:04:38.335 --> 00:04:40.945 He was wing up to this and I realized there's probably a better way. 00:04:40.945 --> 00:04:43.675 I'm like, yeah, there is not lying. 00:04:43.675 --> 00:04:46.045 How's that being honest and truthful? 00:04:46.075 --> 00:04:46.555 How's that? 00:04:48.135 --> 00:04:51.435 Going up at a neighbor's house and implying that someone sent 00:04:51.435 --> 00:04:52.455 you when they don't exist. 00:04:52.515 --> 00:04:53.775 Imagine that happening to you. 00:04:53.835 --> 00:04:57.825 Imagine that you signed a contract for a $25,000 roof with someone that you 00:04:57.825 --> 00:05:01.425 really liked, and then right after signing it, you find out that this neighbor 00:05:01.425 --> 00:05:03.705 that sent them over doesn't even exist. 00:05:03.975 --> 00:05:09.645 Can you imagine the feeling of being conned, immediate distrust of that person? 00:05:09.645 --> 00:05:12.945 Like it's, and again, it's just not right. 00:05:13.155 --> 00:05:15.165 So how do we go about doing this? 00:05:15.165 --> 00:05:15.525 The right. 00:05:16.180 --> 00:05:20.890 All you need to do is use real names of customers that you serve. 00:05:21.040 --> 00:05:24.370 And if you're brand new in a neighborhood and you haven't served anybody yet, you 00:05:24.370 --> 00:05:27.940 just knock on that door and say, Hey, the reason I'm stopping by, I'm talking to 00:05:28.480 --> 00:05:31.180 to folks on and you name their street. 00:05:31.420 --> 00:05:32.469 That is truthful. 00:05:32.469 --> 00:05:35.350 You are there talking to folks on Lexington Lane. 00:05:35.729 --> 00:05:36.510 On their street. 00:05:36.510 --> 00:05:41.159 Once you start having those conversations, use the real names of real people 00:05:41.219 --> 00:05:46.349 who you're actually helping skip the nonsense of making up garbage. 00:05:46.440 --> 00:05:49.679 All right, so that's fatal Flaw number one is making up names to 00:05:49.679 --> 00:05:51.299 give you an in in the neighborhood. 00:05:51.539 --> 00:05:55.830 All right, number two, over embellishment about company details. 00:05:56.130 --> 00:06:00.599 Guy comes up to me once, this was after a speaking event, newer company, by the 00:06:00.599 --> 00:06:01.859 way, been in business for two years. 00:06:02.039 --> 00:06:04.260 I asked how things were going and, and part of the conversation 00:06:04.260 --> 00:06:05.190 that came up in our training. 00:06:06.065 --> 00:06:07.545 Obstacles that new companies face. 00:06:07.545 --> 00:06:10.185 There's a lot of distrust from homeowners when you don't have 00:06:10.185 --> 00:06:12.045 that longevity as a new company. 00:06:12.045 --> 00:06:15.675 It's one of the reasons that I did a video on overcoming the objection of year 00:06:15.675 --> 00:06:19.545 two new, by the way, that's available in the objections playlist, and I have that 00:06:19.545 --> 00:06:21.465 inside our free training center as well. 00:06:21.585 --> 00:06:22.935 So hop on and take a look. 00:06:23.205 --> 00:06:26.835 Now, in that video I talk about how to overcome those concerns, but at 00:06:26.835 --> 00:06:28.755 the end of the day, we just need to. 00:06:29.505 --> 00:06:29.955 Truthful. 00:06:29.985 --> 00:06:33.135 Like, I, I can't even believe that I have to do a video talking 00:06:33.135 --> 00:06:34.515 about, you have to be honest. 00:06:34.545 --> 00:06:35.565 It, it blows my mind. 00:06:35.565 --> 00:06:36.315 But here's what happens. 00:06:36.555 --> 00:06:39.885 This guy says, I've been in business for two years, and then instantly 00:06:39.885 --> 00:06:41.835 he says, with a smirk on his face. 00:06:41.895 --> 00:06:44.235 But I tell customers six cuz it makes him feel better. 00:06:44.325 --> 00:06:49.635 And I, I had to hold my tongue and I, I was like, but you've only 00:06:49.635 --> 00:06:51.615 been in business for two years. 00:06:51.855 --> 00:06:52.155 Why? 00:06:52.155 --> 00:06:54.525 Well, customers don't want to trust me and do business with me 00:06:54.525 --> 00:06:55.425 cuz they think it's too young. 00:06:55.430 --> 00:06:56.155 So I tell 'em. 00:06:56.625 --> 00:06:57.945 I know I'm gonna do a good job. 00:06:58.005 --> 00:07:01.815 Again, this is the embellishment of what feels like an innocent white lie. 00:07:01.965 --> 00:07:03.315 Well, I know I'm a good company. 00:07:03.435 --> 00:07:04.275 They don't know that. 00:07:04.275 --> 00:07:07.845 So if I just tell them that I'm in business for six years, then they don't 00:07:07.845 --> 00:07:10.875 think that I'm gonna disappear in a couple years cuz they know I won't. 00:07:10.875 --> 00:07:11.935 And I just wanted to feel comfortable. 00:07:12.495 --> 00:07:13.815 No, you're lying. 00:07:13.845 --> 00:07:14.925 Don't bring it up. 00:07:15.015 --> 00:07:18.855 And if you do need help, go watch the video on how to overcome that obstacle. 00:07:18.915 --> 00:07:22.815 Listen, this embellishment white lie stuff is just a bandaid for people 00:07:22.815 --> 00:07:26.535 that don't know how to sell and have a sole purpose of manipulating other 00:07:26.535 --> 00:07:29.775 people to work with them by trying to say, well, what would they want 00:07:29.780 --> 00:07:31.005 to hear and how do I give them that? 00:07:31.620 --> 00:07:33.270 So that was embellishment number two. 00:07:33.719 --> 00:07:36.870 Now, the third embellishment, the third white lie that I see 00:07:36.870 --> 00:07:40.500 happening is over embellishment on any other company details. 00:07:40.500 --> 00:07:43.230 We've done so many so and so many houses. 00:07:43.409 --> 00:07:45.090 We've been in business this long. 00:07:45.390 --> 00:07:47.010 These over embellishments. 00:07:47.370 --> 00:07:48.960 The internet is a powerful place. 00:07:48.960 --> 00:07:51.240 It's not difficult to find information. 00:07:51.420 --> 00:07:55.500 And again, the fact that I even have to spell out the consequences of doing it and 00:07:55.500 --> 00:07:57.750 how you could get caught is ridiculous. 00:07:58.020 --> 00:08:00.540 What I wish I could have done, I just put up a video saying, Hey 00:08:00.540 --> 00:08:02.700 friends, just be honest and real. 00:08:02.930 --> 00:08:04.670 And that would make it really simple. 00:08:04.910 --> 00:08:08.060 So what I challenge you to do, if you've done any of this stuff, and I know 00:08:08.065 --> 00:08:12.020 that there are people out there that had poor guidance, poor instruction, 00:08:12.020 --> 00:08:15.980 were even trained to do this, started doing it out of desperation, which 00:08:15.980 --> 00:08:19.520 is one of the most common reasons that people use sleazy tactics is 00:08:19.520 --> 00:08:21.830 desperation in needing the business. 00:08:22.130 --> 00:08:25.040 So instead of doing that, I encourage you to spend some time here on this channel. 00:08:25.160 --> 00:08:28.790 Go through the playlist inside the free training center, where you can learn how 00:08:28.790 --> 00:08:31.190 to ace your pitch at the door, when you can learn how to overcome objections, 00:08:31.190 --> 00:08:32.429 when you can learn how to make yourself. 00:08:32.520 --> 00:08:36.240 Come across as familiar to the neighborhood because you genuinely 00:08:36.240 --> 00:08:40.169 are, and to learn ways to present and interact with customers on a 00:08:40.169 --> 00:08:42.179 true human level to be of service. 00:08:42.179 --> 00:08:46.020 Because at the end of the day, the reason that I added that tagline and give every 00:08:46.020 --> 00:08:50.490 customer an amazing experience instead of smash your income goal is because 00:08:50.495 --> 00:08:53.310 in the very beginning I had that, that was my mission statement, to help you 00:08:53.310 --> 00:08:54.569 and your team smash your income goal. 00:08:54.750 --> 00:08:58.260 But then I realized that people are willing to do about just about 00:08:58.260 --> 00:09:02.199 anything to win the business, like coming across as sleazy and scammy. 00:09:02.469 --> 00:09:04.089 And an innocent white lie. 00:09:04.270 --> 00:09:07.449 And what ends up happening is the homeowner is the victim there. 00:09:07.449 --> 00:09:10.569 So you smashed your income goal, but it was at the homeowner's expense, and 00:09:10.569 --> 00:09:13.900 that's why I've added and give every customer an amazing experience because 00:09:13.900 --> 00:09:19.030 those two need to work hand in hand for you to win the business, for you to feel 00:09:19.030 --> 00:09:23.079 good about yourself, for you to truly be of service, and for you to serve from 00:09:23.079 --> 00:09:25.510 a place of honor and true integrity. 00:09:26.790 --> 00:09:27.880 Agree or disagree? 00:09:27.900 --> 00:09:31.170 Drop a comment in the comment section below and share with me the worst 00:09:31.170 --> 00:09:34.260 stuff you've seen happening out there when it comes to over embellishment. 00:09:34.260 --> 00:09:37.920 Cause I know homeowners talk to you about competitors, and oftentimes 00:09:37.925 --> 00:09:42.120 it's the competitor who's in the house after your little BS spiel that 00:09:42.125 --> 00:09:43.260 are gonna blow the whistle on you. 00:09:43.410 --> 00:09:46.170 So I wanna hear from you, drop a comment, let me know the nastiest stuff you've 00:09:46.170 --> 00:09:49.770 seen on the over embellishment, innocent white lie tactics being used, and 00:09:49.770 --> 00:09:52.040 uh, hopefully this helps you and the. 00:09:52.410 --> 00:09:55.530 Sell with even more honor and integrity and truthfulness and not 00:09:55.530 --> 00:09:59.220 trying to rely on manipulative lies to coerced people to work with you. 00:09:59.490 --> 00:10:00.630 Pretty simple concept. 00:10:00.810 --> 00:10:02.490 Remember, a rising tide lifts all. 00:10:03.135 --> 00:10:08.085 Together, we truly can unite to bring a sound reputation to the roofing 00:10:08.085 --> 00:10:11.535 industry and serve people in a way that they go through that experience. 00:10:11.565 --> 00:10:12.645 And this is how we do it, my friends. 00:10:12.915 --> 00:10:15.165 We do it one customer at a time. 00:10:15.405 --> 00:10:16.515 You win that customer. 00:10:16.605 --> 00:10:18.975 You serve them the best you possibly can. 00:10:18.980 --> 00:10:21.165 You educate them on their options, you earn their business, 00:10:21.170 --> 00:10:22.245 and you do an amazing job. 00:10:22.305 --> 00:10:24.135 And that's how we rebuild this reputation. 00:10:24.135 --> 00:10:25.965 It's not from one little thing or one person. 00:10:26.115 --> 00:10:27.705 It's all of us doing right. 00:10:28.005 --> 00:10:29.745 And it should be quite simple. 00:10:30.225 --> 00:10:30.975 That's all I have for this. 00:10:31.840 --> 00:10:35.199 Thanks for joining me, and, uh, if you have any comments or questions, drop 00:10:35.199 --> 00:10:36.280 them in the comment section below. 00:10:36.280 --> 00:10:38.290 We do keep an eye on all of that. 00:10:38.380 --> 00:10:41.380 And if you wanna continue your journey with me, hop inside our free training 00:10:41.380 --> 00:10:44.550 center right here, or jump right into this video and we'll see you on the next one.