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Learn how to uncover a prospect's TOP buying motivator to give them an AMAZING sales experience that ends with YES.
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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.
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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.
What if I told you that every single
customer had this secret lever,
a magic lever, and if you found
that lever and pulled it, you were
nearly guaranteed to get the sale.
You might think I'm crazy.
You might think I'm about to teach
you some coercive or manipulative
sales tactic, but you're wrong.
That's not what we're doing.
What we're talking about is helping
you to discover that magic lever.
What I call the top buying motivator.
This is the signal, the one thing
in your sales presentation or your
sales pitch that just lands with
customers where they say basically in
their mind, I am so glad you're here.
You are exactly what
I've been searching for.
And then you win the business and
that's exactly what I'm gonna be
teaching you right here in this
video is how to discover that buying
motivator, what to do, and then how to
use this to start closing more deals.
Now, before we get started, I
just wanna say a huge thank you
to all of you for your support.
As you may have seen from a
video from last week, I was
recently announced as the new.
Sales training partner for Owens Corning
and the outpouring of support and direct
messages and emails, uh, and comments in
the video have just been so fulfilling.
So it has been my honor, and I, again,
thank you from the bottom of my heart.
So we turned around from that and
said, Hey, let's, let's bring a
jampacked video full of value that
everyone can use and implement to
really fine tune their sales skills.
In the very next home that you're in.
So that's what we're gonna get into today.
And again, quick,
welcome, or welcome back.
My name is Adam.
Besman the roof strategist.
All right, let's talk about those top
buying motivators again, think of them
like a lever to pull that secret lever
that connects with that customer.
So they can't help, but say yes.
And again, disclaimer,
this is not coercive.
This is nothing more than learning how
to communicate effectively and find
what is most important to someone.
So let's give you an example.
Let's talk cars for a.
imagine you live, let's say in
Minnesota cold climate for some
people, what's the deal breaker.
When they go car shopping, heated
seats in a heated steering wheel, once
you've gone that way you can't go back.
So one of the buying motivators
might be a cold weather package.
Meaning if I had someone walk into the
shop and to them, the most important
thing is comfort in the winter and I'm
showing them all the perfect vehicles,
but they don't have the one thing heated
seats in the heated steering wheel.
Am I gonna get that?
No, the answer is not.
My mission is to match that buying
motivator with the perfect product
or solution for the customer.
And what we do in sales is instead
of picking the right car outta
the lot or the right shingle is we
customize the customer's experience,
how we communicate and how we
share, how we can help with them.
And we have that true alignment.
Our sales dialogues are easy.
They're faster, and they
result in more yeses.
So as you are well aware in your sales
presentation, you cover a lot of topics.
So this might be your start or
your opener, and this might be your
close and everywhere in between.
You're gonna talk about yourself.
You're gonna talk about the company.
You're gonna talk about the process.
You're gonna talk about your service, your
warranty, your product, the installation
timeline, yada yada, yada, there's all
these different touch points that come up.
But.
Going through all of them and spending
equal time on each isn't really possible.
So we just try this more
canned approach, right?
We're gonna hit all these topics, which
is important to do, but do they all
warrant the same depth in each area?
The answer is no.
What we need to do is
find those hot buttons.
Or the top buying motivators in order to
spend the most amount of time on the areas
that are most relevant to the customer.
So let's give you an example in
the roofing world, maybe right
about here in the sales process.
When we start talking about our
install timelines and you've all
had it, I'm sure you have the
person who's selling the house.
They're hosting a wedding in the
backyard and need to have the roof done.
The kids go back to school.
They're going outta town.
There's some sort of
time sensitive nature.
So for them, one of the most important
considerations when selecting a
contractor is the install timeline.
So let me ask you this.
If you knew this up front, where are
you gonna spend most of your time?
When it comes to the sales dialogue.
Well, the answer is obvious, duh,
I'm gonna talk about how fast,
if you can get that project done
or working around their schedule.
All right.
So we know that these different buying
motivators will warrant us focusing
in and spending the time there.
So the next obvious question
is, well, how in the world.
And when do we discover
these from our customers?
And that's what we're
gonna talk about next.
There are two ways to discover
the top buying motivators.
And again, this is that magic
lever that we pull, and that is
by asking open-ended questions.
Okay.
You've heard me talk about open-ended
questions before, and if you haven't,
we're gonna do a quick summary.
An open ended question requires.
Example close ended question is yes or no.
Did you enjoy your lunch today?
Yes or no.
Open ended question.
What did you have for lunch today?
Oh, I'd think back.
Yeah, we went to Tommy's.
I ended up getting a
burger, a fries and a Coke.
Okay.
So we have to think about the.
answer to the question.
So close, adverse open-ended next
is we want to get to those buying
motivators, which often come for in
a fear form or in excitement form
or positive form in a negative form.
Okay.
Positive, negative.
Oops.
I, I flipped the order on those as
I matched 'em up, you get the idea.
So what we want to do is ask the right
question to focus on those things
that they're afraid of the obstacles
or the concerns, and the other side,
focus on the things that excite them.
So let's give you an example.
early in my sales process that I
teach using the car park formula.
And by the way, if you are interested,
I do have some details in the
description below on my sales training
system, car park is the in-home sales
process and the in-home sales system.
I teach everything from knock to close.
Okay.
So this, this a right here, this first
a oops, we didn't change colors right.
There is assess.
We're trying to find out where the
customer is at in the roof replacement
process, whether it's for storm or retail.
So we can focus in on
these buying motivators.
So.
easy start.
Where are you in the process?
this will indicate whether on a storm
damage claim, the homeowners have no
claim, partial payment denial, check
in hand on the retail side, whether
they have an active leak or a problem
they're replacing the roof due to age.
They have some life event or a remodel,
or they're simply planning ahead because
of course all those are gonna be.
A different motivator.
So step one is just deciding
where are they in the process?
So we can kind of fine tune our
approach because on the storm side,
selling to someone who's already had
their insurance out in a denial and
they believe their insurance, even
though, you know, it's damaged is very
different than someone who's never
filed the claim and the same for retail.
So where are you in the process?
Next?
We have two open ended questions to ask.
Number one is to focus.
Learning their negative buying motivators.
What are they afraid of?
And the other one focused on
the positive buying motivators,
what are they excited about?
And, uh, I'll give you an example.
A negative motivator or a concern
on a vehicle would be reliability in
the cost of ownership and a positive
would be comfort, luxury and status.
You see where I'm going with this?
So on the negative side, I can ask
a homeowner, what are your biggest
concerns about this project or
your, what are your biggest concerns
about choosing a contractor?
And they're gonna tell you all
the things that they're afraid
of and don't wanna see happen.
And again, you can speak.
Positive how you can help them
avoid that pain and then focusing
on the positive or the pleasure,
what they're most excited about.
Here's here's an easy one.
Hey, what is the most important
thing to you when it comes to
selecting a roofer for your home?
So there you have it with just three
simple questions sprinkled throughout
your sales process, starting early on.
Assessing where the customer's at.
Hey, where are you in the process?
You now know exactly where the
most powerful parts of your
pitch are gonna come in, then.
Hey, can I ask you, what's the, your
biggest concern when it comes to this
project or choosing a contractor, they're
gonna tell you all the negatives, and then
what's the most important thing to you.
They're gonna tell you all the
positives and when you marry these
together, what you end up getting.
Perfect.
Most potent bullseye sales
presentation that focuses in
exclusively on what's most important
and most fearful for that customer.
Aligning your message and getting them to
say you are the perfect solution for me.
I am so glad you're here.
And there you have it.
So now on your very next sales
appointment, you can use this, take
a pause and using these three simple
questions is gonna help you discover that
magic lever or the top buying motivator.
So you can close more deals again.
Thank you all for all of your support.
If you have any questions or comments,
drop them in the comments below and
there's links in the video and podcast
description with all the various ways
that I can help you and your team.
Smash your income goal and give
every customer an amazing experience.
And if you haven't yet done it,
hit subscribe to the channel and
let's continue our journey together.
If you haven't done it, click right
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We'll see you soon.