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After your appointment, she texts you and says, "We really liked you, but we decided to go with a different roofer." Why does this happen? How can someone like you, but NOT buy from you? Learn why, and how you can make sure this doesn't happen again!
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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.
So they liked you a lot.
They told you we liked you, but we
decided to go a different direction
and you're losing deals, hearing this.
And you're wondering, but people
tell me, people buy from people.
They like people, they
know people they trust.
And if they like me, why
didn't they choose me?
And I've been hearing this more and
more, especially from the good guys in
roofing sales people that are really
trying to do right by customers.
And you begin thinking to yourself, did
I, what am I, what am I doing wrong?
Do I need to be a hard seller?
Do I have to compromise my ethics?
Well, the answer is absolutely not.
And in fact the answer is
actually kind of simple.
So in this video, I'm gonna share
with you why you keep hearing this.
We liked you, but we decided
to go a different direction
so you can get ahead of it.
And hopefully it doesn't happen again.
Before we get started.
I just wanna say quick,
welcome, and welcome back.
My name's Adam Benjamin, the roof,
strategist, everything I do here on my
YouTube channel and my podcast and on my
all in one sales training, sales strategy
and sales system, that's currently being
used by thousands of people for both storm
and retail is designed to help you and
your team smash your income goal and give
every customer in amazing experience.
And in order to do that,
we gotta win the business.
So when we're hearing people reject
us, even though they like us causes
us to question what we do, so this
video's gonna be short, it's gonna
be powerful, but let's get to.
Why does this come up?
The answer is.
Here, let's start with a story.
Imagine you go to two doctors scenario,
you blew out your knees, unexpected.
It was on the weekend, right?
You blew your knee out.
You find out you need surgery.
You see the first guy he says, yep.
You need surgery.
So you go for a second opinion.
He says, you need surgery, you
reflect, and you look back on both
appointments with both doctors,
doctor number one, he's brand new.
He's.
10 times he was super nice.
You both love the same football team.
You both love to cook.
You both have two kids and you both love
the outdoors and you both love hunting.
You really, really connected, but
the next surgeon, he was someone
you didn't necessarily like.
In fact, your political
views were different.
You didn't have any common interests.
He wasn't married, didn't have
any kids, but the thing that
set him apart is he spent this.
Explaining to you exactly
what was going to happen.
He let him let you know that you
were in really good hands, cuz
he's done this surgery literally
thousands of times over decades.
Now I wanna ask you which
surgeon do you choose?
The one that you like that doesn't
have that much experience are the one
that you didn't quite like personally,
but was a professional, an expert.
He was credible.
He guided you through the process and
he had a lot more experience like.
But don't like, The answer's
pretty clear, isn't it?
You choose the doctor, who's the expert.
And oftentimes we put too much
emphasis on liking people.
There's no doubt that it will
help the expert if he was likable.
Oh man, these are like done deals.
You and I know that.
So what we need to remember is
that although it's important
for us to be liked, what's more
important is to bring value.
And I know this word's thrown out,
so overused value bring value.
So.
Fully.
I agree.
I just think it's overused.
So I wanna break down
what exactly is value?
How do we, how do we define what value is?
And here's where I do.
Number one, it's helping to
clearly identify a clear problem.
Oftentimes in roofing, this is
problems that the homeowners
did not know that they even had.
Like when you show up and they're like,
my roof is fine on the storm side or
on the retail side, by the way you
get there and you, ah, my roof's fine.
We can get three, four or
five more years out of it.
So we have to identify the problem.
And it's not that difficult to identify.
Number two is the hardest one,
which brings us number two.
We have to get the homeowner to
take ownership of that problem for
them to describe this situation.
Not for us, not for us to go Mr.
Homeowner, roof damage, you got all this
and for help on that, I'm gonna click to,
uh, to a card on YouTube here to a video
I've done saying never, ever, ever, ever
tell a homeowner the roof is damaged.
Okay.
They'd be like me going to you
being like you're an alcoholic.
No only you're the one that
can decide that for yourself.
Cuz if I say that to
you, you will not change.
But if you take ownership
of it, you'll change.
Same thing about losing weight.
And I apologize for being
really forward here.
I'm only sharing this cuz I quit
drinking and I had someone family
member be like Adam, it's like 10 30.
I'm like, ah, we're on vacation.
Go grab me a beer.
Right.
I didn't take ownership of
what I found later was just not
a healthy relationship with.
So when I took ownership of
that problem, I initiated
change and sales is, is change.
When someone buys something they
intend to make a change to, or to
change something about themselves
or their situation, people will not
embark on this journey of change.
Unless they take ownership of the problem.
So number one, identify the problem.
Number two is making sure they
take ownership of that problem.
Watch that video linked to
before it's really gonna help.
And then the third thing is
showcasing your credibility and
expertise with your solution.
Your solution, your credibility, your
authority, your expertise, by the way,
if you're using my car park closing
formula that I teach in my all in one
sales training, sales strategy and
sales system called the roofing sales
success formula in the car park formula.
I, I guide you through these steps.
I guide you to connect and
build that likability, but
it doesn't just stop there.
I guide you into identifying the
problem with the homeowner, but
also creating a really compelling.
I guide you to show you how to get the
homeowner describing the damage to you.
Then we go straight into overcoming
the price or deductible objection.
And then only from there, do we then
transition to that third piece I talked to
you about, which is showcasing your value,
showing your credibility and authority.
In our presentation only comes way later
and too many people are trying to sell
themselves or buddy up first, we need to
hit that before we explain how it works.
Before we showcase our
expertise, before we showcase
our social proof and credibility.
And when we follow those steps,
we then start closing more deals,
which is what it's all about.
So there you have it, the real
reason that people say they like
you, but didn't choose you is cuz
you didn't bring enough value.
So your mission in summary is
to one, identify the problem.
Number two, get the
homeowner to take owner.
Of that problem.
And number three, provide an absolutely
amazing solution by showcasing your
credibility, authority and expertise.
Just like the example with the doctor.
Hey, that's all for today's video
and I'm doing some new formats.
So I'd love to hear from you if you
like it, if you don't like it, if
you wanna see me back in studio,
but I'm trying to create just.
Casual content, as soon as I think
of it to fire up this video and give
you the messages that I'm coaching
throughout every single day, whether
it's in the pitch pro movement or with
one-on-one clients or in in-person
trainings, I wanna give you more of
these little tiny golden nuggets.
So I'd love your feedback, cuz
everything I do here is for you.
So if you like the video, give
it a thumbs up and subscribe.
So you don't miss one.
And if you don't like it, do let me know.
Because again, everything I do here is.
So as we wrap up, if you haven't
yet done it, click here to
get a free copy of my pitch.
Like a pro roofing sales training
video library sent right to your inbox,
or watch that video that I linked to
before that said is really gonna help.
And that's this one right here
to never, ever, ever tell your
customer that the roof is damage.
We get them to tell us that's all for now.
I'll see you soon.