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Want to earn more from every customer? Sell upgrades every time! Learn when to ask, how to ask, and why. This works for selling both retail and storm damaged roofs. Plus, learn how to create a "menu" of upgrades to offer every customer.
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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.
Selling upgrades.
When and why should you be
doing this when the ask?
Well, guess what, in this video, I'm
going to be telling you the secrets I've
learned about selling upgrades when to do.
Because at the end of the day, if you
think about it, your commission is either
off the top line revenue of that contract
or the profit of the contract, which
means if you provide a path for people
to say yes and sell more things, if you
did that, even on 10% of your jobs, and
it was only a few hundred bucks or even.
50 bucks, a hundred bucks.
This essentially turns into free money.
These are profit maximizers.
And at the end of the year, you have a
limited number of people you can serve.
So if you look at how many people you
have the ability to serve, and even
this much says, yes, and you increase
the average ticket value or the average
contract price, your commissions go
even higher as a company, same thing,
owners, managers, I believe that everyone
in the company should be doing this.
That's just my opinion.
And reps you guys and gals have the
opportunity to earn even more per
customer in doing so in a way to
give people more of what they want.
So in this video, let's jump in and
start covering when to ask as you
sell upgrades and why to do it first,
want to say, welcome to welcome back.
My name is Adam Benjamin, the roof
strategist, everything I do here.
Xena and help you and your team do
what smash your income goal and give
every customer an amazing experience.
And I'm super glad to have you here.
Uh, if you haven't yet done
it, I have a freebie for you.
It's my pitch.
Like a pro roofing sales
training video library.
A hundred percent free.
You can head on over to the
reef, strategist.com right now,
or click the link in the video
description to get your free copy.
And if you liked this
video or any others on the.
You'll love what's inside.
Cause I've organized them all by category
for a very easy bingeing on the topics
that you're interested in available now
for free at the roof, strategist.com
or using the link in the description.
Next let's move into the video
selling upgrades when and
why first let's talk when.
All right.
So a lot of people have made this
mistake, especially newer salespeople
where you bundle it in on the front end.
And the answer is no, don't do that.
We always want to look at upgrades
as what all call add ad-ons.
Now, why do we do this?
It is much easier for people to say
yes to a lower price threshold, whether
that's just the deductible on a storm.
Or on a retail amount.
I know that hopefully you're more
expensive than many of your competitors.
And what you don't want to do is
increase that price difference too early.
So here is the, this is
why I want to call them.
Ad-ons.
If you've read Robert Cialdini's
book on influence consistency is
one of the six influential factors.
So people who say yes are more likely to
say yes, even more, which is why in sales
there, that we were trained, get people
saying, yes, get people, you know, again,
by the way, in that book, by Robert.
And influenced talked about being
in a mall and people putting
a sample in someone's hands.
So this is reciprocity as well, but if
they're consistently engaged, they're
more likely to continue saying yes.
So, Hey, can you do a favor for me?
Yeah, sure thing.
Can you do another favor for me?
So there's all these examples.
If someone does something for you
or someone agrees to something
they're more likely to maintain
consistency in their behavior.
So consistency is one thing.
And number two is lowering
that price threshold.
So when we're going to say after
the sale, and I'm just going to say
after yes, cause I ran out of space.
So after they say.
So I, to give you an example, Mr.
Mrs.
Homeowner, I'm so excited to do your roof.
It's going to be 15,000 bucks, right?
So we get the yes.
To their 15,000 and the reason
that we don't want to go right
into bundling that upgrade upfront
is then they see a larger price.
So now they've said yes to the 15,
we can isolate the ad-ons and then
after we get the, yes, Hey, I'm
really excited to do your roof.
You know, there's one more thing
that we can add for you if you wish.
And that is, and then we can go through.
I'm going to just put this offer
one, offer two or offer three.
And the reason I'm giving you these
three offers is to ask when which is
afterwards, is because you can have
a structured add on option for every
single customer and everyone, by the way,
I've touched on this in other videos.
And I got a lot of like a
lot of comments of folks.
Um, didn't agree with me, which
by the way, like, you don't have
to agree with me and everything.
Some people do free shingle upgrade.
Some people do free this, free that.
And if that's what you do, or if it's
practice, you know, by all means,
if it ain't broke, don't fix it.
But my opinion is to offer homeowners
more value just because you wouldn't
say yes doesn't mean they wouldn't,
you can't sell out of your own pocket.
Everyone has different values.
So I'm going to give you a few examples.
One is a shingle upgrade.
This could be.
Excuse me, the shorthand
here, but a shingle upgrade.
This could be premium colors.
It could be class four shingle.
It could be premium products could
be a metal or tile or whatever it is.
All right.
Um, synthetic tiles, it could be
stone coated, steel, whatever.
If I already mentioned class four,
if I didn't class four shingles.
Single upgrades again, premium
colors, even number two ventilation.
Okay.
Some people standard cut and Ridge vent,
others don't but it could be ventilation.
Number three is warranty.
Okay.
Extended warranties
through your manufacturer.
There's three simple things that
you can add and maybe you have more.
And by the way, if I miss
one, these are like the three
biggies, but drop a comment.
Maybe it's solar that
you have is an upgrade.
Whatever the case is, you'd
be silly in my opinion.
I hope I don't offend anyone, but
you'd be silly not to just offer.
Cause what's the worst they say.
No.
Which means are you any worse off?
The answer is no.
If they say.
What happens, they get something
they want, they feel appreciated.
They have the value, they
have the opportunity.
Cause you can't go back
in time and change it.
The last thing you'd want is, Hey,
my neighbor's roof looks great.
Why didn't my roofing sales person offer
that upgraded color or the cool shingle.
We don't want that to happen.
So why do we do it?
Number one is to service.
The homeowner number two is to
increase the value from that customer.
All right.
So we already covered that.
The why, in my opinion is really obvious.
Anyone to regret the fact that
we didn't offer it to them.
So these three plans right there
offer one or two for three, in
my opinion, should be laid out.
This price structure can be
organized by the company, or if
you're a rep and you have some
flexibility, you can do your own.
But if it were me and it were my
business, I'm talking to you owners.
After someone says yes,
having an upsell sheet.
And I just want you to take a step back
because my car salespeople, my guys
and gals, who've been in car sales.
You're like, oh yeah, that's
what the FNI guy does.
So remember the last time you were
at a car dealership, you said, yes.
If you bought a vehicle and whether
it was new or used, doesn't matter.
And you're sitting down with the FNI
guy, the finance person, and it doesn't
matter if you're financing it or paying
cash makes no difference at that time.
When you're doing the paperwork, this is
where you can say, Hey, you can protect
your pain investment for just this amount.
Hey, you can protect your
wheels for just this amount.
Hey, you can protect your windshield
and these electronics, Hey,
there's an upgraded warranty.
And the reason they do that is
many people want those items I've
purchased extended warranties.
I've said yes to these things.
And the funny thing is I probably wouldn't
if I saw out of the price up front,
cause I'd be saying yes to a bigger
investment, but with that consistent.
We can say yes to the lower value in
an added on thought just X amount.
And with that package, just
like they do in car sales, you
have a menu to choose from.
So again, why you have nothing
to lose and everything to gain.
If they say no great.
They were offered.
They had the right to
say, no, they're happy.
You know, they're happy.
And you, you are earning
what you're going to earn.
And if they say yes, the homeowner's
happy, they feel value and you earn
more commission or as a company
you're increasing your profit margin.
So your key takeaway is when do
you ask after you get the yes.
What do you want.
Three things in a menu item, whichever you
choose and you can drop a comment below.
And why do you do it to
provide value to the homeowner?
And because you have literally
nothing to lose and everything to
gain, this was a short, punchy video.
And I hope it helps you whether you're
selling swarm or roots or retail roofs
to have a menu of upgrades that you
can simply offer to your homeowners.
Now how to sell those offers can
be rolled into a way other videos.
So if you want that, do drop
a comment, I'd be happy.
But I've had some people
ask for it in the past.
I've touched on this and quite frankly,
it wasn't as popular as I thought.
So if you do want to see more on upgrades
and upsells or add ons, click the
thumbs up that tells me I should do it.
And then drop a comment with any
specifics or questions that you
want me to answer in an upcoming.
That's all for this one.
Thank you for being here.
And if you want more, download
a free copy of this pitch.
Like a pro roofing sales
training video library.
I have a little section, a
growing section on retail.
Thanks to your suggestions.
So you'll see that here.
And you're welcome to continue with me.
Checking out this video.
We'll see you on the next one.