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What if I told you that every single
customer had this secret lever,

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a magic lever, and if you found
that lever and pulled it, you were

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nearly guaranteed to get the sale.

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You might think I'm crazy.

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You might think I'm about to teach
you some coercive or manipulative

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sales tactic, but you're wrong.

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That's not what we're doing.

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What we're talking about is helping
you to discover that magic lever.

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What I call the top buying motivator.

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This is the signal, the one thing
in your sales presentation or your

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sales pitch that just lands with
customers where they say basically in

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their mind, I am so glad you're here.

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You are exactly what
I've been searching for.

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And then you win the business and
that's exactly what I'm gonna be

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teaching you right here in this
video is how to discover that buying

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motivator, what to do, and then how to
use this to start closing more deals.

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Now, before we get started, I
just wanna say a huge thank you

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to all of you for your support.

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As you may have seen from a
video from last week, I was

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recently announced as the new.

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Sales training partner for Owens Corning
and the outpouring of support and direct

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messages and emails, uh, and comments in
the video have just been so fulfilling.

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So it has been my honor, and I, again,
thank you from the bottom of my heart.

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So we turned around from that and
said, Hey, let's, let's bring a

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jampacked video full of value that
everyone can use and implement to

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really fine tune their sales skills.

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In the very next home that you're in.

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So that's what we're gonna get into today.

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And again, quick,
welcome, or welcome back.

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My name is Adam.

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Besman the roof strategist.

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All right, let's talk about those top
buying motivators again, think of them

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like a lever to pull that secret lever
that connects with that customer.

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So they can't help, but say yes.

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And again, disclaimer,
this is not coercive.

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This is nothing more than learning how
to communicate effectively and find

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what is most important to someone.

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So let's give you an example.

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Let's talk cars for a.

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imagine you live, let's say in
Minnesota cold climate for some

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people, what's the deal breaker.

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When they go car shopping, heated
seats in a heated steering wheel, once

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you've gone that way you can't go back.

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So one of the buying motivators
might be a cold weather package.

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Meaning if I had someone walk into the
shop and to them, the most important

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thing is comfort in the winter and I'm
showing them all the perfect vehicles,

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but they don't have the one thing heated
seats in the heated steering wheel.

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Am I gonna get that?

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No, the answer is not.

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My mission is to match that buying
motivator with the perfect product

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or solution for the customer.

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And what we do in sales is instead
of picking the right car outta

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the lot or the right shingle is we
customize the customer's experience,

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how we communicate and how we
share, how we can help with them.

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And we have that true alignment.

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Our sales dialogues are easy.

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They're faster, and they
result in more yeses.

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So as you are well aware in your sales
presentation, you cover a lot of topics.

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So this might be your start or
your opener, and this might be your

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close and everywhere in between.

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You're gonna talk about yourself.

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You're gonna talk about the company.

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You're gonna talk about the process.

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You're gonna talk about your service, your
warranty, your product, the installation

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timeline, yada yada, yada, there's all
these different touch points that come up.

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But.

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Going through all of them and spending
equal time on each isn't really possible.

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So we just try this more
canned approach, right?

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We're gonna hit all these topics, which
is important to do, but do they all

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warrant the same depth in each area?

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The answer is no.

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What we need to do is
find those hot buttons.

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Or the top buying motivators in order to
spend the most amount of time on the areas

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that are most relevant to the customer.

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So let's give you an example in
the roofing world, maybe right

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about here in the sales process.

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When we start talking about our
install timelines and you've all

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had it, I'm sure you have the
person who's selling the house.

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They're hosting a wedding in the
backyard and need to have the roof done.

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The kids go back to school.

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They're going outta town.

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There's some sort of
time sensitive nature.

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So for them, one of the most important
considerations when selecting a

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contractor is the install timeline.

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So let me ask you this.

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If you knew this up front, where are
you gonna spend most of your time?

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When it comes to the sales dialogue.

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Well, the answer is obvious, duh,
I'm gonna talk about how fast,

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if you can get that project done
or working around their schedule.

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All right.

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So we know that these different buying
motivators will warrant us focusing

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in and spending the time there.

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So the next obvious question
is, well, how in the world.

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And when do we discover
these from our customers?

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And that's what we're
gonna talk about next.

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There are two ways to discover
the top buying motivators.

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And again, this is that magic
lever that we pull, and that is

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by asking open-ended questions.

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Okay.

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You've heard me talk about open-ended
questions before, and if you haven't,

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we're gonna do a quick summary.

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An open ended question requires.

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Example close ended question is yes or no.

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Did you enjoy your lunch today?

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Yes or no.

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Open ended question.

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What did you have for lunch today?

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Oh, I'd think back.

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Yeah, we went to Tommy's.

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I ended up getting a
burger, a fries and a Coke.

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Okay.

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So we have to think about the.

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answer to the question.

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So close, adverse open-ended next
is we want to get to those buying

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motivators, which often come for in
a fear form or in excitement form

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or positive form in a negative form.

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Okay.

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Positive, negative.

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Oops.

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I, I flipped the order on those as
I matched 'em up, you get the idea.

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So what we want to do is ask the right
question to focus on those things

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that they're afraid of the obstacles
or the concerns, and the other side,

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focus on the things that excite them.

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So let's give you an example.

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early in my sales process that I
teach using the car park formula.

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And by the way, if you are interested,
I do have some details in the

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description below on my sales training
system, car park is the in-home sales

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process and the in-home sales system.

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I teach everything from knock to close.

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Okay.

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So this, this a right here, this first
a oops, we didn't change colors right.

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There is assess.

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We're trying to find out where the
customer is at in the roof replacement

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process, whether it's for storm or retail.

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So we can focus in on
these buying motivators.

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So.

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easy start.

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Where are you in the process?

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this will indicate whether on a storm
damage claim, the homeowners have no

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claim, partial payment denial, check
in hand on the retail side, whether

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they have an active leak or a problem
they're replacing the roof due to age.

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They have some life event or a remodel,
or they're simply planning ahead because

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of course all those are gonna be.

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A different motivator.

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So step one is just deciding
where are they in the process?

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So we can kind of fine tune our
approach because on the storm side,

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selling to someone who's already had
their insurance out in a denial and

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they believe their insurance, even
though, you know, it's damaged is very

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different than someone who's never
filed the claim and the same for retail.

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So where are you in the process?

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Next?

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We have two open ended questions to ask.

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Number one is to focus.

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Learning their negative buying motivators.

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What are they afraid of?

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And the other one focused on
the positive buying motivators,

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what are they excited about?

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And, uh, I'll give you an example.

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A negative motivator or a concern
on a vehicle would be reliability in

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the cost of ownership and a positive
would be comfort, luxury and status.

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You see where I'm going with this?

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So on the negative side, I can ask
a homeowner, what are your biggest

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concerns about this project or
your, what are your biggest concerns

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about choosing a contractor?

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And they're gonna tell you all
the things that they're afraid

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of and don't wanna see happen.

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And again, you can speak.

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Positive how you can help them
avoid that pain and then focusing

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on the positive or the pleasure,
what they're most excited about.

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Here's here's an easy one.

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Hey, what is the most important
thing to you when it comes to

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selecting a roofer for your home?

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So there you have it with just three
simple questions sprinkled throughout

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your sales process, starting early on.

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Assessing where the customer's at.

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Hey, where are you in the process?

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You now know exactly where the
most powerful parts of your

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pitch are gonna come in, then.

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Hey, can I ask you, what's the, your
biggest concern when it comes to this

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project or choosing a contractor, they're
gonna tell you all the negatives, and then

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what's the most important thing to you.

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They're gonna tell you all the
positives and when you marry these

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together, what you end up getting.

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Perfect.

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Most potent bullseye sales
presentation that focuses in

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exclusively on what's most important
and most fearful for that customer.

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Aligning your message and getting them to
say you are the perfect solution for me.

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I am so glad you're here.

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And there you have it.

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So now on your very next sales
appointment, you can use this, take

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a pause and using these three simple
questions is gonna help you discover that

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magic lever or the top buying motivator.

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So you can close more deals again.

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Thank you all for all of your support.

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If you have any questions or comments,
drop them in the comments below and

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there's links in the video and podcast
description with all the various ways

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that I can help you and your team.

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Smash your income goal and give
every customer an amazing experience.

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And if you haven't yet done it,
hit subscribe to the channel and

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let's continue our journey together.

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If you haven't done it, click right
here to get a free copy of my pitch.

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Like a pro roofing sales training, video
library, or continue watching videos

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with me right here on YouTube and click
right here and jump into the next one.

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We'll see you soon.