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What do you say when a homeowner objects with, "I have to do more research before we make a decision?" Learn WHAT this objection actually means and HOW to overcome it on the spot!
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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.
Have you come into this objection.
I need to do a little bit more research.
This comes up, whether you're
selling storm damage roofs or retail
roofs, when homeowners are in that
indecision period, and they tell you.
I need to do more research.
Listen, this has become more
and more common as millennials
and gen Zers are now homeowners.
First time homeowners, they
haven't replaced their roof.
This is a generation of people
who is used to grabbing their
little trustee cell phone.
Googling something jumping on Facebook,
jumping on YouTube and in 15 minutes
becoming an expert on what they need to
do when choosing a roofing contractor
or buying a roof and what to look for.
And these folks often don't wanna
make a same day buying decision.
So they give you the smoke screen.
Objection, which is I need to do more
research now what you know, and I
know is that when people say these
words, it's not what they actually.
So, what does this mean?
I'll tell you in just a second, but first
I wanna say welcome or welcome back.
My name is Adam Benjamin, the
roof strategist, and I am honored
to be joining you here today.
Hey, thank you for investing your
time with me, because my mission is
to help you leave every single video
or podcast episode with an actionable
plan or insight or strategy that you
can use on the very next sale you make.
So you and your team can smash
your income goal and give every
customer an amazing experie.
And to do that, we need to learn
how to win the customers who
just wanna do more research.
So let's get into it.
All right.
What does this mean?
I need to do more research now.
Remember an objection is a smoke screen.
It's BS.
It's not actually what
that homeowner means.
As you've seen me talk about all
objections that we ever hear mean one
of three things, it means that the
homeowner doesn't quite trust you yet.
It means that they don't think
they need you, or it's a money.
So let's take a look.
What do you think this means?
I need to do more research.
Does it mean I don't need her new roof?
Uh, they just need to do more research.
Is it a money issue?
No, they need to do more research.
This boils down to one key factor.
They don't trust you yet.
It's that simple.
They don't trust you yet.
And the reason for that is because there's
information that you didn't give them.
This objection has far more to
do with what you did not say
rather than what you did say.
So it is critically important
to understand the true meaning.
They don't trust me enough to make
a buying decision because I did not
give them all of the information
or answer all of their questions
and I'm gonna put myself in.
Seat, for example, there's
a new gentleman on it.
Team.
I'm training him up.
We're talking about how to handle
our inbound calls and recommendations
when people call in and I audit those
calls from time to time to make sure
we're giving our customers an amazing
experience, which is our core value.
Number one.
And on one of those calls, I heard
a gentleman say, so how's it work?
Is it online?
Is it PDFs?
And I said, this right
here is a trust issue.
There was not enough
information given to say.
This is an online training center
that you have lifetime access to.
It works just like Netflix picks up
where you left off it's dummy proof.
All the downloads are in order,
right beneath the videos.
You get access to all the
videos, the full sale system.
Plus all of the downloads, the
marketing battle pack the guides.
Now, if I would've tackled that up
front, I would've answered that question
of what is it and how does it work?
So, one thing that I got
to work on with my team is
buttoning up how we communicate.
What's all included to
do it in a concise way.
That's easy to understand and is most
direct to answer the questions that you
might have now, when it comes to you
selling roofs, the same thing applies.
When people ask you the question
or say, I need to do more.
It's because there's
things that you left out.
That's why it is so important to
walk people step by step through
everything, not just how it works
to get the deal signed, but what
happens after how production works?
And one of the most common pieces
of feedback I get from sales reps
when they messaged me saying, Hey
Adam, I went through three training.
I'm closing more deals in this last
customer said, and it's almost this
same sentence word for word almost that
says, Hey, I chose you because you took
the time to explain everything to me.
Okay.
It's because that homeowner
had a good experience.
So again, key thing here,
I need to do more research.
We now know it's a trust issue.
Now let's break down how we
overcome this one, using that
aro objection, handling formula.
What we wanna do first is
hit this head on, Hey, Mr.
Homeowner and Mrs.
Homeowner, I completely understand
that you need to do more research.
We're repeating it back then.
We wanna reassure 'em that
they're totally normal.
Okay.
Listen, if it were my home, I'd wanna
make sure I was making the right decision.
And then we can overcome, usually when
people tell me that they need to do
more research, I just wanna apologize.
This means it's my fault.
It means that I didn't give you enough
information or answer your questions.
So you want to turn somewhere
to go find those answers.
Now I'm not saying that
you shouldn't do that.
But what I would like to do with your
permission is ask you, what is it that
you'd like to do more research about so
I can leave you with the right inform.
okay.
Pretty smooth right now.
I wanna break down how and why I did that.
So you can start to peel back some
of the psychology behind this first.
I did active listening and I made sure
they knew that I heard and understood
what they had communicated to me.
Then I wanna let 'em know that they're
normal, that I've seen this before.
Okay.
Then the final piece is disarming them
instead of being pushy and invasive, like,
Hey, what do you need more research on?
Didn't we go over everything.
We talked about everything.
Okay.
Anytime you're pushy or invasive,
it doesn't feel good to people.
So instead I disarmed them, meaning
I let the burden fall on me.
It's my fault for not
giving you that information.
And then I also said, so I can leave
you with the right information,
which implies that I'm gonna leave.
Now, funny enough, when you use
this approach, you will find
that homeowners will reveal.
The true meaning behind this objection,
they'll say, Hey, actually, I just
wanted to call my insurance company first
to see if my rates would go up bingo.
Now, you know what to talk to it's
that one element or I need to do more
research, you know, can I ask what
it is you'd like to do more research
about actually I have two other
estimates scheduled for next week.
was it more research?
No, it was talking to other people.
So wanting to think of this
as a way to reveal the truth.
And this is a very, very similar
approach that I use when people say I
have to talk to my wife, or we have to
think about it again, both of those are
trust objections, just like this one.
So there you have it.
How to overcome.
I need to do more research as you
sell to millennials and gen Zers
and folks who are more tech savvy,
our new generation of homeowners.
Thanks again for joining
me here on today's video.
If you wanna continue your journey
with me and you haven't yet done
it, I'd like for you to click right
here to get a free copy of my pitch.
Like a pro roofing sales training
video library sent right to your inbox.
And you can see what
folks are saying about it.
The last thing is, if you.
Yet check out my products and programs.
There's links in the video description
to tour you through everything and happy
to answer any questions that you have.
And I cannot wait to see
you on the next video.