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Why I completely flipped my views about financing. In this video, I share what I used to think, what I believe now, and how I've tested this myself.
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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.
If you don't believe this statement
that the easiest way to close more deals
the easiest way ever is by offering
financing, then let me ask you a question.
Imagine you walk into a Dodge
dealer or Ford or Chevy,
whoever's your truck of choice.
You find the truck you want $74,000.
Dealership one says cash only.
That's it.
Dealership two says, Hey, you got options.
I can get you financed
at x dollars a month.
We can lease at seven 50 a month.
Or if you trade that vehicle in, I can get
you in at just $200 a month difference.
We'll get this thing paid off.
Which option's best?
, which dealer are you working with?
The cash only dealer, or the one that
offered you three really affordable
solutions to fit your budget and
give you the easiest, most affordable
way to say Yes, I can drive off
that lot in that brand new truck.
Yeah.
It's pretty crazy, isn't it?
And that my friend is why you need to be
offering financing on every single job.
I'm gonna share more in just a second.
First, welcome or welcome back.
My name's Adam Ben, the roof strategist,
and I'm humbled to be doing this
video because my views on this have
changed, but I'm not afraid to admit it.
Why?
Because that's growth.
This is sales.
This is a ever evolving game
of continual learning, and
that's why I love it so much.
In fact, it is a Sunday
today, in my Sunday.
Sunday is filming hours and hours and
hours of video to master my craft,
challenge myself and continue to learn.
So as I take a big old slice.
Bite of my humble pie.
I'm gonna tell you this.
I now believe in offering
financing on every single
project, including insurance jobs.
I, in fact, practice what I preach.
Even though I'm not selling
roofs, I'm selling my own system.
I now have offered financing options
to fit any budget for our sales rep
packages and our owners and team packages.
And I will tell you, the difference
in our business has been phenomenal.
So how does this all shake out?
How do you use it in roofing?
What does it look like?
Let's remove the mystery and get started.
Welcome, welcome back.
My name's Adam Mesman, the roof
strategist, and everything I do here on
my channel is designed to help you and
your team smash your income goal and give
every customer an amazing experience.
And you know, the buying experience
is pretty significant for customers.
They need to know you're easy
to work with, your project's
affordable, and I wanna choose you.
So let's start doing that, shall we?
All right.
Number one.
When we have options, and I use
this example, we just ripped
the bandaid off and got to it.
I'm trying to make my videos tight,
shorter, because you need to just
jump in, learn, go execute, make
some money, come back for more.
So let's rock and roll, shall we?
If your roof, average roof is
$20,000 and you sit there, let's
say you're not offering financing.
Hey, we wanna buy your roof.
It's 20 grand.
Great.
Cuz guess what?
Back in yester year, back in the 2020
time, 80 to 85% of the companies I
was working with, their sales, by
the way, including some of the top
retail companies, were cash deals.
The government was pumping us full
of money, sending out rebate check.
All that good stuff.
But now what's happening?
Our market is going like this.
Analysts are freaked out.
We are about to go into
a deep, deep depression.
We don't know when it's gonna,
when we're gonna come out of it.
Inflation is out of this world.
Homeowners are freaking out.
Interest rates are spiking.
What we will face is two
paths of contractors.
Those.
That survive and even thrive
during, during this market downturn
by adapting their sales tactics
to continually serve homeowners.
Do not be duped.
That roofing is recession proof.
It is, but only when you
adapt to the right way.
We are an essential service.
Every structure in America has a roof on
it that will in fact need to be replaced.
And you, my friend, happened
to be the solution, but it's up
to you to adapt to the times.
And make it affordable for homeowners.
What we want is an easy yes.
You like the roof, you like our
company, you like our product.
You like me.
Great.
Which options best for you?
Just like the vehicle analogy before.
Now I wanna bring you to his scenario.
Imagine roofer number
one, cash only, right?
He's from yester year.
By the way, I had a gentleman
in the Pitch Pro movement.
The group, I run the group
mentorship, and he was not
offering financing cash deals only.
His sales weren't phenomenal.
He.
Doing horrible, but it just wasn't great.
And all of a sudden in the Pitch
Pro movement, we talked about
financing, getting set up with it,
what it'll do for your business.
Boom.
Flips a switch.
He starts financing, runs an.
Offering roofs starting at
a very low monthly amount.
He in that first week from
running that ad, sold eight roofs.
Yeah, eight roofs in a week.
If an average profit
is $4,000, do the math.
That is a lot of money coming in simply
by offering homeowners an affordable
option, just like getting a yes to
the truck, which option works for you?
We do the same thing with roofing.
I practice what I preach.
If you wanna see this first hand
click, and you're gonna see the
Roofing Sales Success formula.
I have packages for
owners and reps inside.
You're gonna see that there's a
one time only investment for reps.
There's a three monthly investment, so
we can make it super affordable for, for
reps getting started, or we have a 0%.
For six months through PayPal,
buy now, pay off later.
If you get in there, I can help you
make a sale in the first week or less.
You get paid.
You can chip away at that.
By the way, you're already
made whole from the one sale.
You'll have more money in your
pocket than you initially invested.
And for owners, we did the same thing.
You have a cash investment option,
the one time, only one, and done.
You own it for life.
No monthly fees, no annual fees, or we
can break it into two months for you.
We can break it into four months or.
So if we hear, Hey, you know what?
Cash flow is tight.
Here's a great idea.
Start with six months.
I can get your team making a lot
more sales in the first 30 days.
If you want to consider that,
you're gonna have a a 60 day return
till you sell a roof and get paid.
That means you have two really
small monthly investments.
You just made tens and tens of
thousands of dollars, and the
investment's a hundred percent paid off.
You had no cash outlay, and then you
float that over the next four months.
Or better yet, you call me early.
Or email, we prorate it.
You get you're one and done pay it off.
No early payoff penalty, and
that's a way to accommodate cash.
So you said yes.
Which option's best for you?
The one time only two options,
four months or six months.
When we made this shift,
it served more customers.
We had more people getting excited about
it, and now we got folks that are just
picking whichever options best for them.
It's not one decision, Can I afford this?
It's, yes, I want to work with
the program, but now I just need
to know how to go down that road.
So I want you to think just like that
car analogy, walking into the dealership.
Path one, cash only, path
two, here's your cash deal.
Here's your lease deal.
Here's trade in, plus, minus
the difference on your finance
option or just buying it outright.
Which option's best for you?
Now we're just picking how to pay
you, choosing which one is easier
to pay you rather than having.
Sell the value and explain why your
more money, because if contractor
ones at 20,000 cash only or contractor
twos at 24,000, but the 10 year amount
financed is so low that anyone can
afford it, who wins the business?
You guessed it, right?
The company who's charging
more, it's all about meeting
the customer where they're at.
So the key takeaway, offer
financing for every project.
If you wanna learn more, we
got a couple options for you.
Text the word demo to 3 0 3 2 2 2 71 33.
If you're interested in our full sales
system, uh, you'll get a link back.
You'll be able to pick a time team
with our team, or you can text
the word free to the same number.
And what'll happen is we'll get a
link and once you click that link, you
can enter your name, email, and we'll
set you up in our new free training
center, access to all the videos,
the pitch, like a pro roofing sales
training video library, organized by
category, my roof claims crash course, my
recommended reading list, and a special
announcement that's only available inside
that free training center right now.
So again, for, for you totally free, so
pop in there and I want to hear from you.
Are you offering financing on every.
Because I didn't in the past and I'm
actually have a whole bunch of updates
mapped out for my closing strategy.
In fact, I'm, I'm overhauling
the entire thing and redoing it.
Not that it's not effective, cuz we've
got companies in every single state using
it for storm and retail, tiny companies,
some of the top hunter roofing companies.
But as I have continued to grow
and develop and, and learn new
things, and test new concepts and
learn from other people, I am gonna
begin encouraging you to offer
financing on absolutely everything.
We just wanna make it easy.
We wanna make it afford.
And we can't sell out of our own pocket.
So I'd love to hear from you.
Let's start that conversation cuz
a rising tide lifts all boats.
Are you offering financing?
Are you not offering?
Has it helped?
Has it hurt?
I'd love to hear.
Drop a comment below.
Hey, that's all I got
for you for this video.
If you want more, hop into the
free training center here or
hang with me on YouTube, hop
in or right here in this video.
They think you're gonna love it.
I'll see you.