WEBVTT NOTE This file was generated by Descript 00:00:00.690 --> 00:00:01.950 Selling upgrades. 00:00:01.950 --> 00:00:05.010 When and why should you be doing this when the ask? 00:00:05.040 --> 00:00:08.490 Well, guess what, in this video, I'm going to be telling you the secrets I've 00:00:08.490 --> 00:00:10.830 learned about selling upgrades when to do. 00:00:11.580 --> 00:00:15.600 Because at the end of the day, if you think about it, your commission is either 00:00:15.600 --> 00:00:19.860 off the top line revenue of that contract or the profit of the contract, which 00:00:19.860 --> 00:00:26.880 means if you provide a path for people to say yes and sell more things, if you 00:00:26.880 --> 00:00:31.440 did that, even on 10% of your jobs, and it was only a few hundred bucks or even. 00:00:31.995 --> 00:00:33.195 50 bucks, a hundred bucks. 00:00:33.465 --> 00:00:35.325 This essentially turns into free money. 00:00:35.325 --> 00:00:36.855 These are profit maximizers. 00:00:37.275 --> 00:00:41.565 And at the end of the year, you have a limited number of people you can serve. 00:00:41.745 --> 00:00:45.165 So if you look at how many people you have the ability to serve, and even 00:00:45.165 --> 00:00:49.275 this much says, yes, and you increase the average ticket value or the average 00:00:49.275 --> 00:00:54.075 contract price, your commissions go even higher as a company, same thing, 00:00:54.105 --> 00:00:57.435 owners, managers, I believe that everyone in the company should be doing this. 00:00:57.675 --> 00:00:58.485 That's just my opinion. 00:00:59.044 --> 00:01:04.265 And reps you guys and gals have the opportunity to earn even more per 00:01:04.265 --> 00:01:08.164 customer in doing so in a way to give people more of what they want. 00:01:08.375 --> 00:01:11.914 So in this video, let's jump in and start covering when to ask as you 00:01:11.914 --> 00:01:15.995 sell upgrades and why to do it first, want to say, welcome to welcome back. 00:01:16.025 --> 00:01:18.574 My name is Adam Benjamin, the roof strategist, everything I do here. 00:01:19.500 --> 00:01:23.850 Xena and help you and your team do what smash your income goal and give 00:01:23.850 --> 00:01:25.500 every customer an amazing experience. 00:01:25.500 --> 00:01:26.640 And I'm super glad to have you here. 00:01:26.940 --> 00:01:28.949 Uh, if you haven't yet done it, I have a freebie for you. 00:01:28.949 --> 00:01:29.399 It's my pitch. 00:01:29.399 --> 00:01:31.229 Like a pro roofing sales training video library. 00:01:31.289 --> 00:01:32.100 A hundred percent free. 00:01:32.340 --> 00:01:34.440 You can head on over to the reef, strategist.com right now, 00:01:34.470 --> 00:01:37.259 or click the link in the video description to get your free copy. 00:01:37.259 --> 00:01:39.149 And if you liked this video or any others on the. 00:01:39.720 --> 00:01:40.679 You'll love what's inside. 00:01:40.679 --> 00:01:44.580 Cause I've organized them all by category for a very easy bingeing on the topics 00:01:44.580 --> 00:01:48.660 that you're interested in available now for free at the roof, strategist.com 00:01:48.660 --> 00:01:50.250 or using the link in the description. 00:01:50.759 --> 00:01:54.450 Next let's move into the video selling upgrades when and 00:01:54.450 --> 00:01:55.830 why first let's talk when. 00:01:56.595 --> 00:01:57.075 All right. 00:01:57.225 --> 00:02:00.435 So a lot of people have made this mistake, especially newer salespeople 00:02:00.465 --> 00:02:03.165 where you bundle it in on the front end. 00:02:03.555 --> 00:02:06.195 And the answer is no, don't do that. 00:02:06.525 --> 00:02:11.085 We always want to look at upgrades as what all call add ad-ons. 00:02:11.295 --> 00:02:12.435 Now, why do we do this? 00:02:12.765 --> 00:02:17.865 It is much easier for people to say yes to a lower price threshold, whether 00:02:17.865 --> 00:02:19.725 that's just the deductible on a storm. 00:02:20.270 --> 00:02:21.380 Or on a retail amount. 00:02:21.380 --> 00:02:24.920 I know that hopefully you're more expensive than many of your competitors. 00:02:25.160 --> 00:02:30.080 And what you don't want to do is increase that price difference too early. 00:02:30.230 --> 00:02:33.380 So here is the, this is why I want to call them. 00:02:33.380 --> 00:02:33.920 Ad-ons. 00:02:34.920 --> 00:02:38.100 If you've read Robert Cialdini's book on influence consistency is 00:02:38.100 --> 00:02:40.530 one of the six influential factors. 00:02:40.710 --> 00:02:44.070 So people who say yes are more likely to say yes, even more, which is why in sales 00:02:44.310 --> 00:02:49.020 there, that we were trained, get people saying, yes, get people, you know, again, 00:02:49.050 --> 00:02:50.870 by the way, in that book, by Robert. 00:02:52.065 --> 00:02:55.575 And influenced talked about being in a mall and people putting 00:02:55.575 --> 00:02:56.595 a sample in someone's hands. 00:02:56.595 --> 00:03:00.465 So this is reciprocity as well, but if they're consistently engaged, they're 00:03:00.465 --> 00:03:01.935 more likely to continue saying yes. 00:03:01.935 --> 00:03:03.405 So, Hey, can you do a favor for me? 00:03:03.435 --> 00:03:04.065 Yeah, sure thing. 00:03:04.245 --> 00:03:05.295 Can you do another favor for me? 00:03:05.445 --> 00:03:06.405 So there's all these examples. 00:03:06.905 --> 00:03:09.785 If someone does something for you or someone agrees to something 00:03:09.785 --> 00:03:13.565 they're more likely to maintain consistency in their behavior. 00:03:13.745 --> 00:03:15.305 So consistency is one thing. 00:03:15.305 --> 00:03:17.225 And number two is lowering that price threshold. 00:03:17.225 --> 00:03:21.185 So when we're going to say after the sale, and I'm just going to say 00:03:21.185 --> 00:03:22.535 after yes, cause I ran out of space. 00:03:22.535 --> 00:03:23.225 So after they say. 00:03:23.900 --> 00:03:25.390 So I, to give you an example, Mr. 00:03:25.410 --> 00:03:25.670 Mrs. 00:03:25.670 --> 00:03:27.350 Homeowner, I'm so excited to do your roof. 00:03:27.380 --> 00:03:29.090 It's going to be 15,000 bucks, right? 00:03:29.210 --> 00:03:30.230 So we get the yes. 00:03:30.230 --> 00:03:33.260 To their 15,000 and the reason that we don't want to go right 00:03:33.260 --> 00:03:37.940 into bundling that upgrade upfront is then they see a larger price. 00:03:38.150 --> 00:03:42.170 So now they've said yes to the 15, we can isolate the ad-ons and then 00:03:42.200 --> 00:03:44.480 after we get the, yes, Hey, I'm really excited to do your roof. 00:03:44.600 --> 00:03:46.910 You know, there's one more thing that we can add for you if you wish. 00:03:47.090 --> 00:03:48.560 And that is, and then we can go through. 00:03:49.305 --> 00:03:53.495 I'm going to just put this offer one, offer two or offer three. 00:03:53.765 --> 00:03:58.265 And the reason I'm giving you these three offers is to ask when which is 00:03:58.265 --> 00:04:02.645 afterwards, is because you can have a structured add on option for every 00:04:02.645 --> 00:04:06.125 single customer and everyone, by the way, I've touched on this in other videos. 00:04:06.125 --> 00:04:08.795 And I got a lot of like a lot of comments of folks. 00:04:09.495 --> 00:04:12.045 Um, didn't agree with me, which by the way, like, you don't have 00:04:12.045 --> 00:04:12.885 to agree with me and everything. 00:04:13.155 --> 00:04:15.015 Some people do free shingle upgrade. 00:04:15.015 --> 00:04:16.575 Some people do free this, free that. 00:04:16.844 --> 00:04:19.904 And if that's what you do, or if it's practice, you know, by all means, 00:04:19.904 --> 00:04:20.985 if it ain't broke, don't fix it. 00:04:21.284 --> 00:04:26.085 But my opinion is to offer homeowners more value just because you wouldn't 00:04:26.085 --> 00:04:30.045 say yes doesn't mean they wouldn't, you can't sell out of your own pocket. 00:04:30.315 --> 00:04:32.265 Everyone has different values. 00:04:32.445 --> 00:04:34.245 So I'm going to give you a few examples. 00:04:34.245 --> 00:04:35.565 One is a shingle upgrade. 00:04:35.775 --> 00:04:36.525 This could be. 00:04:37.230 --> 00:04:39.090 Excuse me, the shorthand here, but a shingle upgrade. 00:04:39.280 --> 00:04:41.250 This could be premium colors. 00:04:41.250 --> 00:04:42.330 It could be class four shingle. 00:04:42.330 --> 00:04:46.890 It could be premium products could be a metal or tile or whatever it is. 00:04:47.160 --> 00:04:47.550 All right. 00:04:47.640 --> 00:04:52.770 Um, synthetic tiles, it could be stone coated, steel, whatever. 00:04:53.910 --> 00:04:55.980 If I already mentioned class four, if I didn't class four shingles. 00:04:57.195 --> 00:05:00.735 Single upgrades again, premium colors, even number two ventilation. 00:05:01.215 --> 00:05:01.605 Okay. 00:05:01.695 --> 00:05:05.265 Some people standard cut and Ridge vent, others don't but it could be ventilation. 00:05:05.535 --> 00:05:07.425 Number three is warranty. 00:05:08.325 --> 00:05:08.505 Okay. 00:05:08.505 --> 00:05:10.365 Extended warranties through your manufacturer. 00:05:10.575 --> 00:05:13.215 There's three simple things that you can add and maybe you have more. 00:05:13.215 --> 00:05:14.835 And by the way, if I miss one, these are like the three 00:05:14.835 --> 00:05:16.395 biggies, but drop a comment. 00:05:17.215 --> 00:05:19.315 Maybe it's solar that you have is an upgrade. 00:05:19.915 --> 00:05:22.915 Whatever the case is, you'd be silly in my opinion. 00:05:22.915 --> 00:05:25.045 I hope I don't offend anyone, but you'd be silly not to just offer. 00:05:25.045 --> 00:05:26.455 Cause what's the worst they say. 00:05:26.515 --> 00:05:26.905 No. 00:05:27.025 --> 00:05:28.495 Which means are you any worse off? 00:05:29.365 --> 00:05:30.235 The answer is no. 00:05:31.135 --> 00:05:31.575 If they say. 00:05:32.775 --> 00:05:36.105 What happens, they get something they want, they feel appreciated. 00:05:36.105 --> 00:05:37.935 They have the value, they have the opportunity. 00:05:37.935 --> 00:05:39.645 Cause you can't go back in time and change it. 00:05:39.825 --> 00:05:42.495 The last thing you'd want is, Hey, my neighbor's roof looks great. 00:05:42.495 --> 00:05:46.485 Why didn't my roofing sales person offer that upgraded color or the cool shingle. 00:05:46.845 --> 00:05:47.925 We don't want that to happen. 00:05:47.925 --> 00:05:48.765 So why do we do it? 00:05:48.795 --> 00:05:49.755 Number one is to service. 00:05:49.755 --> 00:05:54.585 The homeowner number two is to increase the value from that customer. 00:05:54.885 --> 00:05:55.185 All right. 00:05:55.185 --> 00:05:56.115 So we already covered that. 00:05:56.115 --> 00:05:57.705 The why, in my opinion is really obvious. 00:05:59.070 --> 00:06:02.159 Anyone to regret the fact that we didn't offer it to them. 00:06:02.370 --> 00:06:06.090 So these three plans right there offer one or two for three, in 00:06:06.090 --> 00:06:07.140 my opinion, should be laid out. 00:06:07.320 --> 00:06:09.780 This price structure can be organized by the company, or if 00:06:09.780 --> 00:06:11.909 you're a rep and you have some flexibility, you can do your own. 00:06:12.150 --> 00:06:15.360 But if it were me and it were my business, I'm talking to you owners. 00:06:16.679 --> 00:06:19.619 After someone says yes, having an upsell sheet. 00:06:19.619 --> 00:06:23.010 And I just want you to take a step back because my car salespeople, my guys 00:06:23.010 --> 00:06:24.119 and gals, who've been in car sales. 00:06:24.119 --> 00:06:26.070 You're like, oh yeah, that's what the FNI guy does. 00:06:26.250 --> 00:06:29.010 So remember the last time you were at a car dealership, you said, yes. 00:06:29.039 --> 00:06:31.950 If you bought a vehicle and whether it was new or used, doesn't matter. 00:06:31.950 --> 00:06:35.099 And you're sitting down with the FNI guy, the finance person, and it doesn't 00:06:35.099 --> 00:06:38.640 matter if you're financing it or paying cash makes no difference at that time. 00:06:39.225 --> 00:06:42.045 When you're doing the paperwork, this is where you can say, Hey, you can protect 00:06:42.045 --> 00:06:43.815 your pain investment for just this amount. 00:06:43.965 --> 00:06:46.125 Hey, you can protect your wheels for just this amount. 00:06:46.275 --> 00:06:48.645 Hey, you can protect your windshield and these electronics, Hey, 00:06:48.645 --> 00:06:49.815 there's an upgraded warranty. 00:06:50.055 --> 00:06:52.895 And the reason they do that is many people want those items I've 00:06:52.895 --> 00:06:54.015 purchased extended warranties. 00:06:54.015 --> 00:06:55.185 I've said yes to these things. 00:06:55.425 --> 00:06:58.985 And the funny thing is I probably wouldn't if I saw out of the price up front, 00:06:58.995 --> 00:07:01.635 cause I'd be saying yes to a bigger investment, but with that consistent. 00:07:02.109 --> 00:07:06.190 We can say yes to the lower value in an added on thought just X amount. 00:07:06.430 --> 00:07:09.340 And with that package, just like they do in car sales, you 00:07:09.340 --> 00:07:10.719 have a menu to choose from. 00:07:10.930 --> 00:07:14.229 So again, why you have nothing to lose and everything to gain. 00:07:14.229 --> 00:07:15.250 If they say no great. 00:07:16.500 --> 00:07:17.340 They were offered. 00:07:17.340 --> 00:07:19.260 They had the right to say, no, they're happy. 00:07:19.260 --> 00:07:20.070 You know, they're happy. 00:07:20.580 --> 00:07:23.130 And you, you are earning what you're going to earn. 00:07:23.310 --> 00:07:26.880 And if they say yes, the homeowner's happy, they feel value and you earn 00:07:26.880 --> 00:07:30.090 more commission or as a company you're increasing your profit margin. 00:07:30.100 --> 00:07:33.450 So your key takeaway is when do you ask after you get the yes. 00:07:33.750 --> 00:07:34.320 What do you want. 00:07:35.205 --> 00:07:38.475 Three things in a menu item, whichever you choose and you can drop a comment below. 00:07:38.685 --> 00:07:41.145 And why do you do it to provide value to the homeowner? 00:07:41.265 --> 00:07:44.655 And because you have literally nothing to lose and everything to 00:07:44.655 --> 00:07:46.515 gain, this was a short, punchy video. 00:07:46.545 --> 00:07:50.205 And I hope it helps you whether you're selling swarm or roots or retail roofs 00:07:50.445 --> 00:07:54.195 to have a menu of upgrades that you can simply offer to your homeowners. 00:07:54.315 --> 00:07:57.645 Now how to sell those offers can be rolled into a way other videos. 00:07:57.645 --> 00:07:59.795 So if you want that, do drop a comment, I'd be happy. 00:08:00.445 --> 00:08:02.215 But I've had some people ask for it in the past. 00:08:02.215 --> 00:08:04.974 I've touched on this and quite frankly, it wasn't as popular as I thought. 00:08:04.974 --> 00:08:11.065 So if you do want to see more on upgrades and upsells or add ons, click the 00:08:11.065 --> 00:08:13.104 thumbs up that tells me I should do it. 00:08:13.104 --> 00:08:15.685 And then drop a comment with any specifics or questions that you 00:08:15.685 --> 00:08:17.515 want me to answer in an upcoming. 00:08:18.195 --> 00:08:19.245 That's all for this one. 00:08:19.275 --> 00:08:20.805 Thank you for being here. 00:08:20.985 --> 00:08:23.325 And if you want more, download a free copy of this pitch. 00:08:23.325 --> 00:08:25.035 Like a pro roofing sales training video library. 00:08:25.245 --> 00:08:27.555 I have a little section, a growing section on retail. 00:08:27.555 --> 00:08:28.605 Thanks to your suggestions. 00:08:28.875 --> 00:08:30.195 So you'll see that here. 00:08:30.405 --> 00:08:32.085 And you're welcome to continue with me. 00:08:32.445 --> 00:08:34.065 Checking out this video. 00:08:34.155 --> 00:08:35.295 We'll see you on the next one.