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Roofing Sales OBJECTION: “You’re a New Company”

Objection —> Your company is just TOO NEW!

I want to work with someone who’s been in business a bit longer.

I hear this one A LOT because I work with itty bitty companies that are just starting to quite a few of the top 100 roofing companies in America.

In fact, the other day, I brought on a new company, and they’re dealing with this exact issue. Two young guys, great leadership. And their BIGGEST objection is that their company is too new.

So, how do we overcome this?

Because if we don’t, we start losing business to the big boys or our competitors. And we know in our heart of hearts that we’ll serve homeowners the right way.

Plus, there CAN be many advantages to working with a younger or newer roofing company. It’s all about how we position and present it.

Of course, that’s easier said than done.

So, I’m going to explain exactly how to highlight the benefits of working with the new guy.

Before we get to it, though, I first want to say welcome or welcome back. My name is Adam Bensman, The Roof Strategist. Everything I do here — and on my YouTube channel, Instagram, and my podcast (on Apple and Spotify) — is designed to help you and your team smash your income goals and give every customer an amazing experience.

And my hope is that every time you read one of these blogs or watch one of my videos, you end up with at least one actual thing to use in the field the very next day.

So, if you’ve ever faced this objection — “your company is too new or too young” — what I’m about to teach you is going to help you overcome it.

Why Positioning Is EVERYTHING in Roofing Sales: A Story

I want to tell you a story to explain exactly why positioning is everything in roofing sales.

I’m watching this cooking show, Top Chef, and it’s restaurant wars. This is like the crux of the show. It’s the toughest cooking challenge that they face.

At the end of the first round, one chef makes a cake, but there’s a PROBLEM.

The cake’s crust overcooked, and it got so stiff that it turned into a cookie. So, when the first guests try to cut into this cookie, they sawed at it, and then it would bust apart, with part of the cooking shooting off the place.

That’s NOT a good thing for anyone, but it was too late. Still, it was NOT over yet.

That’s when the chef got clever. He pivoted and said, “Hey, we can’t change the crust. It is what it is. We just need to change HOW people experience it.”

So, he tells the servers to tell the guests eat dessert like a cookie and don’t give the guests any silverware. And that’s what happened — the guests simply ate the dessert just like a cookie.

Just like that flopped dessert, in roofing sales, it’s ALL about positioning and how we present.

So, when you’re dealing with this objection, your company is too new, all you need to do is to learn how to overcome it properly.

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What’s Behind EVERY Objection in Roofing Sales

Before we overcome this too-new objection, let’s cover some ground rules first. Every objection falls into one of three categories:

  1. They don’t trust you yet.
  2. They don’t think they need you or a roof.
  3. It’s a money issue.

This is what I teach, by the way, in my all-in-one sales training and sales system, but I’d like to ask you —what category does the “Your company is too new” objection fall into?

It’s about TRUST.

What the “too-new” objection REALLY means is that the homeowner does NOT trust your company because you’re too new. You’re not established.

They’re thinking, How can I count on you? How can I count on you to come back if something’s wrong?

So, we need to use the ARO Formula that I teach to overcome this. ARO stands for:

  • Acknowledge
  • Reassure
  • Overcome

I’m going to give you the main angle to present this in a valuable way to your homeowners, so you can overcome this objection the next time it comes up.

Step 1: Acknowledge & Reassure

First, we need to acknowledge the issue and the homeowners’ reservations. We can do that by saying:

Hey, Mr. Homeowner, I understand that we are, in fact, a new roofing company. You are dead right about that.

By the way, agreeing with people and repeating back what you’ve heard reassures them. So, after you open with that, here’s what to say next:

Listen, I’ve heard this quite a few times with the folks we’ve served because, after all, your concerns are that we’re new.

So, you’re wondering if we’re going to be around, if we’re going to stand behind our work, and what happens if something does go wrong.

There’s nothing wrong with telling homeowners what they’re thinking. In fact, when you know what they’re thinking and you share that with them, it puts them at ease.

Step 2: Overcome the Objection

To overcome the too-new objection, here’s what we say:

Mr. Homeowner, the advantage of working with a company that is very new is that you’re not just a number to us.

Quick aside here — you know the rental car company, Hertz? Well, back in 80s, Avis took the number one spot, so Hertz came up with a whole new tag line. And it was, “We’re number two, and we try harder.” With that simple slogan, they gained a tremendous amount of market share because of their commitment to their customers. They cared, and they made that front and center.

Jumping back to the roofing sales script, you can simply say something like:

So, although we’re new, when you work with our company, you’re not a number to us.

When you call, you’re going to get a real person.

And because we’re a smaller company, you get that family feel.

We stand behind our work and are willing to go the extra mile to make sure you’re happy because our reputation and growth depends on it.

And despite being new, that does NOT mean that we’re not experienced.

Experience can be another concern homeowners have about newer roofing companies. They think new equals inexperience.

So, now is your time to share your experience. You can do that by saying something like:

Even though we are a newer company, our combined experience, as an organization, including the owners and the salespeople, is X number of years.

We are committed to showcasing our level of dedication and service to you through the honor of earning your business.

So, there are many advantages to working with us as a newer and young company. You get that small family feel, you’re not just a number, and you get a real person when you call in.

Plus, we are dedicated to providing the best possible service because our reputation rides on it.

So, you can be rest assured we’re going to be going the extra mile to make sure you are happy.

The Final Element: Following Through

Now, what’s important is that if you share this all of this with homeowners, you actually need to stand behind it.

I have to confess that I got nervous about covering this topic because I know the facts. I know that:

  • Most new roofing companies don’t last.
  • Factually, if a roofing company doesn’t last and something gets messed up, that homeowner is out of luck.

So, it IS up to you to actually do the right thing.

And when you find ways to communicate clearly and give people what they want, all you need to do is follow through. It’s quite simple.

Still, it does require you to serve with honor and integrity, and it requires you to have your homeowner’s best interests at heart.

Recap: How to Overcome the ‘You’re Too New’ Objection in Roofing Sales

So, there you have it. The next time that you hear, “Your company is too new,” all you need to do is to reposition their concern, just like that flopped cake turned cookie.

And you can do that when you:

  1. Understand that the too-new objection really means they don’t trust you yet.
  2. Acknowledge their main concern involves trust. They think “new” means you’re too young, you can’t stand behind your work, you won’t stick around, or you don’t know what you’re doing.
  3. Reposition your advantage as a new, young, lean company that can provide better service and a better experience for that homeowner, using the same resources, crews, and materials that the big boys use, so that homeowner gets an equal experience (and, by the way, if you’re a larger roofing company, you can do the same thing in the other direction).

Get More Roofing Sales Strategies, Scripts, Tips & Videos

If you want more on overcoming objections, closing, canvassing, pitching, or any other topic in roofing sales, check out my all-in-one sales training, sales strategy, and sales system, the Roofing Sales Success Formula & Complete Sales Strategy.

This exclusive program covers everything from knock to close, with packages for individual roofing sales reps and entire teams. Many roofing sales companies LOVE this program because it’s a consistent process to train everybody on a relatable sales system that WORKS and that’s a lightning-fast way to get results.

If you have questions, just call or text (303) 222-7133 for more info or a private demo.

You can also subscribe for the latest roofing sales training videos and/or get a copy of my Pitch Like a Pro roofing sales training video library. It includes every roofing sales video I’ve ever done, organized by category, along with a bunch of tips, tricks, and more. It’s great for new people and seasoned veterans, and it’s updated all the time to help you and your team smash your income goals and give every customer an amazing experience.

And don’t forget to check out my Marketing Battle Pack for instant access to 70+ pieces of my proven, turnkey roofing sales and marketing materials. It’s an entire suite, specially designed for sales teams, managers, and owners, providing:

  • Scripts
  • Scheduling
  • Direct Mail Letters
  • Door Hangers
  • Goal Projection Planners
  • A LOT more!

It’s affordably priced and comes with a 100% money-back guarantee. There’s also a playlist of instructional videos in there, explaining every single thing. So, you can watch the videos, and you’ll know exactly what to do.

Thanks for joining me, and I look forward to sharing more with you in the next blog.