How to sell roofing services
Roofing Sales is a Gold Rush | How to sell a roof | Ben Menchaca/ @Roofing Insights
let me be a little selfish here i'm living the American Dream we don't need
no more roofers just say you hate Minnesota we're
chasing opportunity it shows me your leadership you're just
panicking a little everybody knows you're phoning
it in can i get a commitment from you you could post nice quotes
you could do all that but everybody knows you're not doing the activity
don't be that guy looking for a job roofing come to the
roofing industry you can 100x your income
income what's the biggest job you ever sold
oh i'm not big i haven't graduated to that yet surprisingly
i'm like a door-to-door residential killer but
i don't know i've had jobs at six figures you know with windows and siding
and roof over here and the best market on the planet Minnesota
probably next to Florida but that's a different story i love this place
um like a hundred grand only okay yeah i love it and i tell guys all the time
uh we i see the trend now where everybody's
chasing commercial there's no money in residential especially some business
owners they they will take one HOA right okay
million dollar project two million dollar project they see the numbers they
say oh this is great and they cancel residential now they start chasing HOAs
two years later they go out of business and i'm like
why like for me personally i'm like you i don't have big jobs i mean we've done
some you know quarter million dollar projects
and stuff but for me every day stuff like i've been doing it
for like six years my numbers never go back every year
slight increase everybody's get fat you know my sales
guys my production people my supplementers everybody you know you
have eight ten families every single year
no one's stressing a about anything you just go out every day and you just work
work work it's you know 10 20 30 grand jobs what's wrong with that
nothing nothing the commissions are outrageous like you were talking about
earlier where else in the world can you go and
make a yearly income sometimes in a week a day like if you
were to average out what i made like it would probably be 20 30 grand a day
that's unheard of people watching this that aren't in the industry are
freaking out thinking we're just throwing out these numbers but
we all get fed here and and it's amazing it's amazing opportunity and there's so
many residential like i love it i'm a weirdo
i love it i'm just i'm the same way and my next question to you is if you or
obviously everybody get lazy everybody have lack of motivation stuff
distractions if you are in your A-game for a year
like you just straight focus no personal drama
no major events like you focus 100 percent on work you
cancel everything cancel your life and you work what's your earning potential
you feel like like next year how much money like
absolutely max you don't have to make it you don't
have to plan it but can you make i don't know you name the number how
much can you make on your A-game in a perfect world
i think i think that that i have not even
seen my best numbers yet i agree but what do you
what do you feel like you can do um multi-millions easily
per year yeah two to five like i honestly
think i'm trying to crack the two this year
i never cracked two so i'm trying to on residential too i want to do it in
residential yep i don't want to do it in commercial that's
awesome so it's my numbers yeah i mean two million it'd be great for me
it'd be a it'd be it would it would make things
nice you know i love it name one training you wouldn't recommend
to anyone maybe you took a training or we all like to learn but name a training
that you're like okay don't waste time in it
sometimes a training will just teach you not to like you said worry about that
information like i don't know i just say the best i
can't answer that i don't know um do you recommend i like for example
HAAG training would you recommend something like that
no because here's the thing insurance there's no congruency
that you get a good guy out there wants to buy he's going to buy you get a staff
guy most likely he's going to deny you and
you and every somebody's selling somebody on the job here
so i wouldn't HAAG they say that i i do know that that title probably
brings you a little bit more respect from the insurance supplementer or when
you're supplementing because i've seen that
happen but i wouldn't recommend that because hail is like
what we do is not rocket science man you know
you feel it you see it you know it it's there and if it's not there it's not
getting bought that's plain and simple if it's there it's there um i would
recommend people in our industry uh do personality type
kind of training i think because we deal with so many
different personalities we we're in the people business we're not
in the roofing business and i think most people focus too much
on their company their brand and products
instead of the people that they're talking to
i think that's the best training and i think that's the one that served me well
because you know when you shut up you know when to talk and you know
what motivates people we all have our own language i'm a blue
you're you know red blue red you know and you you're probably yellow you like
to help people you know i don't know like everyone's got their own language
and if you're where's the colors coming from
blue red green yellow they're just personality types
someone yellow someone who likes to help people blue someone who likes to have
fun they don't care about money red's all about money and achievement
and uh greens are what is it ricky analytical they got to
know every little detail it's got to be spelled out in black and
white and once you know that it's like the unfair advantage man it
really is door knocking sucks how do you do it
so i kind of just psyched myself out so here's the thing you got to understand i
started as a canvasser in this industry so that's my first love that's how i got
to experience all that the abundance that it brought
so i love it i love talking to people but i psyched
myself out this is how i did in the beginning
i grabbed a stack of door hangers i didn't i didn't put
any kind of pressure on myself i said i'm going to get rid of 75 of these door
hangers and by the law of averages i'm going to
talk to somebody and out of those people i'll definitely get one at least that
was my whole goal if you take your if you take the focus
off of selling and just doing the activity the
results by the law of averages is going to
follow now along with that that's why those 800 doors i had to
knock so many because i didn't know how to overcome objections i didn't know
body language i didn't know what a turtle vent was you know so you
learn all that in the repetition but i just psyched myself out
and say hey i'm gonna go and plus i honestly believe i'm
helping people i don't think you could do operate at a
top level in this industry if you don't honestly in your heart say
i think that they need me and i know they need me because the insurance
companies always undervalue their claims they're always driving them on the
damage so honestly i go out there i look at it as i'm taking
a walk talking to friends and family meeting
new friends and just letting them know what's available
i'm not there to sell you either way i'm gonna sell
and get my deals but honestly i'm going to give you the best service
uh world-class experience possible with me at the door and you're going to
notice i'm different between all these other guys you
mentioned several times personality tests
i recommend one where you can someone who's watching
trying to get in sales where they can find it where to go
download it online or go to school if you just type in personality tests
you'll get a myriad of them but like i said some some put animals
sharks bears whatever some people use colors
i'd say that that's that's the number one thing that
a lot i see a lot of people don't even it's not even on their radar um i
would also give a free tip to anybody that's worth like a million dollars
right now knocking doors in this specific area and that is
hey i'm just dropping off my card i know you've been inundated with contractors
where are you at in the process that is gold in any market take it to
the bank give one advice to someone who's just
starting in sales like in the very very beginning maybe rookie
just joined a company frustrated lack of training one advice to brand new
sales rep i would say like i said before if you
can leverage other people's experiences stick by a leader and just shadow him
shut up do what he does buy him lunch if you could get with a
top producer you are who you surround yourself with
by default you will be a top producer if you hang
around four top producers or even one hang around the people do the activity
don't get attached to the results you can really compress time frames if
you just do the activity and take the no's
don't everybody puts so much value like on failing
there is no success without failure get over it
just get over it because here's the thing if you're not successful in sales you
could go back to what you're doing why don't
you just go for it do the activity don't get attached to results
and i guarantee you you're going to be successful how do you train sales guys
who start working maybe for you because i've
seen you train quite a few guys over the years
what just get them on the block with me nothing's better than the block to teach
people the real meat and potatoes of this industry if
you can do knock doors that skill set will feed you the rest of
your life because you're able to go out and extract
some revenue from the market so i take them out on the block
and i say just watch me if you have any questions don't hesitate to ask
i'll walk with them for five times after that they probably pretty much get it
i go just repeat verbatim what i say and you won't can't go wrong or once you
hear what i'm saying put it into your own the way you speak because i have
quiet people shy people introverts extroverts i got
all these different types i'm dealing with but i just
i can't ask somebody to do what i'm not doing so i go and do it
i go and knock a door i lead by example and
there wasn't a time there was a time in my life where i avoided responsibility
and and didn't want to do the activity one
of my good friends Houston Burgess we were
god bless the best salesman i ever met he
sat me down one day had that come to jesus meeting where he was like hey
listen man everybody knows you're phoning it in you
you could post nice quotes you could do all that but everybody
knows you're not doing the activity don't be that guy, Ben
and he had that heart to heart and i changed after that literally my life
changed and that's when i got into storm restoration the rest is history you know
have you ever covered deductibles never ever
no i got trained by some good people in the industry when i first got in
i didn't realize i was with the storm chasing company
when i got in this so then you you know but here's the thing storm chaser is
like i don't know i i kind of just think
we're chasing opportunity and you can't blame a guy
for that i mean what do you want me to sit at
home mooch off the government and then cause trouble in your community
now at least i'm going out there and taking
market share this is a position that's available for anybody who's hungry
this in my opinion is like uh like the old
gold rush back in the day the only place in america where you can go out
and have the american dream from what this i'm living the american dream i get
to travel people pay for stuff for me like i help
people and i travel and and just learn all
these amazing places and on the planet and i wouldn't be able to do it without
this industry next question is a tough one. How often
do you see vandalism in our industry around your
companies hear stories maybe you've seen that on the job sites i was talking to
your assistant here earlier um so i have a a gentleman that i helped
out and trained but he wasn't really a closer
well i thought he had a bad experience with me turns out he went got his
adjuster's license he just told me the other day he was down south
and his first roof in the business to adjust
folded up folded like a cheap suit all those shingles
so um i have i don't think it's i haven't seen it in a while like a year
or two but uh i did i've seen it and have you ever
seen sales guys doing it like uh around you
uh well just i mean i want to know how you deal with it like
if you because i recently interviewed one of the business owners and he
caught one of his guys doing it and i'm like how do you deal with that because
you don't want to turn them in necessarily
but at the same time i actually got a call from Michigan
this week uh someone doing it and they actually
turning him in like insurance fraud uh full nine yards like we were talking
about before just all the the negative stuff you see in this
industry that's probably one of them i haven't seen it a lot i have seen it
and i was just like when you're new and you're when you're
new and you're just following people you see
you know you see what they do i didn't every time someone would attempt to do
that or i just kind of like be so cringed and scared because
you get that name and it's over and not only that like you you messed up
somebody's house dude like that's not cool i
i've never been like a thief or get into fights or like whatever like
so i've seen it i know what it looks like and you could definitely tell
but i think people that are doing that they just weren't brought in right i
think it's just an ignorance issue now i do hear of like i mean when i
first got in the industry i heard that there was people down in Georgia
cutting steel uh was that stainless steel balls in half and putting them on
their sandals and walking on the roof or something crazy like that
so i don't know like i i think that's a small percentage man because
i think they're ready i think they're regulating that and they just watch it
guys if you're watching this i like what Ben said you said
it's obvious you can tell and i agree 100%
i don't care what you're thinking if you're attempting to do it just don't do
it it'll stay on your record forever it's just bad business practice if
you're desperate if you're if you need money talk to your
boss say hey man i'm desperate i need gas money whatever but don't do
anything stupid i don't care how much sense it
makes some people think that oh this is damage you know i i can
add few more and i also see i also want to say this
sometimes in this business we get so frustrated working with insurance
companies who denies your claims and they say it's not enough damage so
we're trying to help that okay that's not enough damage i'll just add some
to to help them approve it don't don't hold your hate against you know
insurance company because if you do that now you just
compromise your integrity and now you're no different it's not
even worth the money like if you need money just go get a job then get out of
this if there's no storms in your area if you don't know how to
work a storm and you don't wash shingles how to mismatch and get it bought
it's not worth it i was in one recently in Wisconsin
got up there they had a half inch inch hail
there was uh i got on the roof he was he goes full disclosure there's been two
contractors up there before you when i hear that i'm like oh here we go
i get up there all the damage that i've been seeing is like this small
well this one was like this and all the way down to the mat
totally black perfect circles eight of them
and i'm just like i'll pull the ladder down let's go
and i told the homeowner listen you're going to get a roof either way because
somebody messed up your roof what what's the name of the company
you know but don't do it guys it's not worth it man
i love it don't do it why are roofing sales reps fail
i don't think they stay in the game long enough to give it a chance
uh quit too early yeah i think they quit too early because uh
you know it's a hard business it's not for everybody but here's the thing like
anything worth something is going to take
a massive amount of effort and dedication and focus
if you can focus for 90 days like i said i i came up with a 90-day
run in here i stole it from MLM and it seems to be doing right
90 days massive action of activity and that will create so much momentum the
rest of the year you won't really have to work but i think that
going back to your question original question is i think they just
don't stay stick and stay long enough and when they fail they take it too
personally and they don't overcome it i think
that's you have to have thick skin in this game
where's the best place to find the sales guys you came from outside of the
industry yeah uh what other places business
owners can look for sales guys to recruit
people restaurants people good with anybody dealing with people
MLM is like i would recruit if i had a roofing company
i would recruit all MLM people because they already are half trained
they know how to take a no they know how to overcome objections they know
personality types and they don't make any money
you know MLM people looking for a job roofing industry in industry you can
100x your income over here love it great advice what's your
favorite app for business let's see well i just
whatever CRMs you know these are they make life easier
speed success like speed any way you can gain some speed
i'm with it and the apps do that the Hover apps and all that
SPOTIO i love that i don't inspire it nobody uses that no more so SPOTIO
Hover CRM any CRM yeah the CRM do you have a favorite CRM
between you probably i'm using JobProgress now and i'm used to it
but Acculynx probably is the easiest one i haven't tried JobNimbus or any of
that other stuff yet okay well when you come work for us we'll teach you
it's pretty easy um oh what's your favorite house no i
don't look at the clock he's like i don't want
to be here no no it's just it's it's here's the thing so you're
telling me a product does not matter i don't think so
sure but do you still have a favorite favorite story favorite brand to sell
you don't care at all i don't get Tamko can you sell Tamko i don't i could sell
whatever but i because i here's the thing if you put a
shingle on there it's got petroleum and limestone on it like dude there's might
as well be a hurricane coming through there it's not coming off
how cheap it is okay here's what i'm gonna answer to that it's the same thing
just like okay Honda and Mercedes-Benz they have
wheels they'll take you from a to b there's no
difference come on well they say in the Malarkey is like the bomb
i don't know i sell CertainTeed right now i'm comfortable with that
they'd like to talk about this and that but like i i've sold that i sold GAF
so you don't focus on shingles with the homeowners no it's about the person man
you're to give them a good product you're going
to give them a nice roofing system i don't think a majority of our roofing
companies go out to screw people so you're going to get a sweet product
they have to or else they wouldn't be in but you have a builder's grade
and you have well yeah no the builder's grade is terrible you're right that's
just yeah and who puts three tabs on anymore
come on like you know i mean there's companies who do it i know they do
you know and Tamko and stuff like i did one time wonder how they make money
though like they do don't they have commercial
managed repair programs well you know like Tamko is the cheapest
shingle out there right so when COVID-19 started um the fir
within first week they sent everybody letters that they cancelled
all rebates all contractor programs like any perks everything
like first week of COVID-19 Tamko cancels any benefit to do business
with Tamko I mean if you're that affected and the
first that shows me your leadership you're just panicking i
mean it's the first week into pandemic and you already
cancel everything there is i mean come on well talk about shingles
we're going through a shingle shortage 2020 right now
how did COVID-19 affect your door knocking
like how did you change your game interesting good question
um so i started off this year in Illinois
so Illinois big liberal state i mean when i saw that COVID-19 came into
effect i was already planning on working for a
company they're a high school friend and i had to pivot because you had to
wear the mask you didn't wear the mask you couldn't knock doors they weren't
letting you out in public at all in the beginning
so i had to pivot for my year and see what i was going to do to create
income storm popped off in Wisconsin they're
more lenient there so but here's what's the
interesting thing about COVID is that more people are home
there's more contacts there's high touch now that now i could get in front of
more people and you know the numbers it doesn't
matter like i can only get in front of a certain
number of people so that's why you do leads and all this
other lead gen but it's been great because people have been
accessible they're at home and they've got more disposable income
and nothing to do so they're sprucing up their homes they're more
willing to hear you out even retail i don't even do retail
and i had to learn retail because it just became an option
this year is it possible to always get overhead and profit from insurance
companies some companies say they get like 95% of
the time we get about 50% of the time is it possible to always or
is it worth it always fight for it what's your story experience in my
experience i always get overhead and profit a lot of times
like 80 80 over here in Minnesota with the specific company you need to go talk
to Chris and teach us how to get eighty percent
but you're getting about eighty percent and that's the another reason why i'm
working with who i'm working with because
that is uh that's like get having someone on a supplement end who can
secure those additional funds is powerful to my commission we do the
same thing let's not you know let me be a little
selfish here i like my commissions fatter than
smaller right so yeah i've had in great experience with
O & P here in the state um yeah last question best
and worst insurance company to work for with
well right now State Farm is the worst and i would even put Allstate second
from the Farm yeah but State Farm denied everything i had
with in Wisconsin i have it i have State Farm tomorrow i got a 7:30
adjustment tomorrow we'll see how that goes but
from what i hear State Farms just using COVID and just denying
everything everything's got to go have to go to appraisal this year seems like
okay um the best insurance company Travelers is good in Wisconsin i heard
they're not good here um Liberty Mutual, Nationwide i mean
i don't know the the ones that always if homeowner would ask you
for a recommendation for insurance who would you recommend
Chubb can anybody get Chubb no it's uh no i don't know it's just
super expensive per month but they're yeah that'd probably be the cadillac but
i would just i would i would say just i would tell them
do not get State Farm do not get Allstate because those are the most two
that i have trouble with and if i have trouble with it like
you're going to have trouble most of them you have 100
yeah can i get a commitment from you um our audience always have questions can
we get a commitment for you to answer those questions if they have
sales question or something from about about this interview can you come back
to this video maybe a week later it just answers some
comments on YouTube yeah sure all right so guys Ben will
answer all your questions if you have any uh give this video a like if you
learned something new today uh Ben likes likes uh i follow him on
Facebook a lot he's a likable guy and he deserves a lot of
likes give this video a like comment below if you have any questions
for him or myself and i'll see you guys in the next video
you
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