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Tie downs in roofing sales: Why most people use them WRONG, and it feels cheesy. Instead, use this advanced tie down strategy to get the customers selling themselves.
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- 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
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Tie downs in sales are one of the
most common tactics taught to get
yes agreements from customers.
And in my opinion, which I'm gonna tell
you now through this disclaimer is not
popular opinion, and many people will not
agree with my viewpoints in this video.
That is okay.
I actually invite and encourage
disagreements and conversation in the
comments section to help you strengthen
your position, cuz at the end of the
day you gotta do what works for you.
So in this video I'm gonna be breaking.
Tiedowns the weak versus strong tiedowns
when to use them and how to use them.
And before we get started for anyone
who might be newer in sales or newer to
the roofing industry, and you don't know
what a tiedown is, a tiedown is a micro
commitment where you are getting a yes or
an agreement throughout the sales process
that indicates to you that that customer
is following along and literally bought in
and agreeing with everything you have to
say, essentially mirroring back to them.
Here's what's so amazing
about what I can do for you.
Yeah, it is.
And then now all of a sudden that
homeowner is yes, nodding and they're
butt in, and they're agreeing with you.
And the theory is you do this enough,
that when you get to that final ask
people can't help but say, oh my gosh,
you are just so amazing and brilliant.
Where do I sign?
And that's kind of the
philosophy of how it's sold.
And I know, I know that was a bit
dramatic, but I keep finding in my
own experience, seeing through a sales
process, do you know what I mean by that?
Seeing through a sales process, when
you go through an experience and you
just feel like you're being sold, you.
You can pinpoint they're doing this.
They're trying to manipulate that
this doesn't feel natural, organic.
That's what I mean by feeling or
picking apart that sales process or that
what's being trained the salesperson.
And it doesn't feel good.
In fact, Sheena, my wife and I have sat
through sales appointments and she'll
literally like, nudge me under the table.
Like here we go again with his yes.
Track of nonsense.
So you guys would really like this wouldn.
You think this would really
make your lives better?
You think that your
home value would go up?
Do you agree?
All these things sitting through
cheesy solar proposals and furniture,
sales, car sales, you name it.
So I really wanna break
down the core concept.
What is it tie down?
How do we use it effectively?
And then where do people go wrong?
Where it becomes cheesy, where people
feel like they're being sold and can kind
of sniff through it, especially because
today's modern age, home, uh, buyer.
Is smarter than ever before.
They've been exposed to more sales and
more sales tactics than ever before.
So we have to be a bit more.
Authentic.
And we have to have a deeper
understanding of the psychology so
we can integrate it in a more subtle
way, but an even more powerful way.
Thanks for joining me today.
My name is Adam.
Bessman the roof strategist and
everything I do here on this channel
and my podcast and in my roofing
sales success formula, which is being
used by thousands and thousands and
thousands of people in every us state.
Is designed to help you and your
team smash your income goal and give
every customer an amazing experience.
So to help you out on that journey,
if you haven't yet done it, head on
over to the roof, strategist.com.
Right now there's a link in the video
description and you can download a free
copy of my pitch, like a pro roofing sales
training video library to get instant
access to every video I've ever done,
organized by category for easy binging
training and sharpening your sales skills.
All right, now let's get back to it.
We're gonna talk tie downs week versus
strong let's first hit the week.
This is.
Here we go.
Weak tie downs.
These are what I'll
classify as the obligatory.
Yes.
Okay.
So a lot of times people will
use, uh, questions like this.
Here's an example.
I show up at the house, we're doing a
presentation about water filtration.
So you'd agree that drinking clean
water is safer for your health.
Oh, yeah, it is.
And you'd rather drink, uh,
reverse osmosis water than
chlorinated chemical water, right?
Oh yeah.
Yeah.
I would.
And you'd agree that there's
really no cost for your family's
health and wellness, right?
Oh, of course.
Yes.
So you'd, again, you're seeing
this, this like idiotic track of
putting words in someone's mouth
they're obligatory yeses that no one
could say no to such a statement.
Tie down attempts throughout the
sales process are incredibly weak.
They insult people's intelligence and then
homeowners feel it because they're like,
well, why the hell are you asking me?
If I agree?
The answer is obvious.
I would be like, Nope, I'd
prefer brown stagnant water with.
You know, fly larva
floating on the surface.
No, no, one's gonna say that.
So these weak obligatory yeses in
these tiedowns really just in my
opinion, are more harmful than helpful
next on the weak tiedown I am gonna
have what I'll call a statement.
Tiedown and I've seen people
use these specifically at
the end of a sales process.
So you see the value in how
we can help you do this.
Huh?
Yes.
So you see how important it is for us to
be on your side, through this process.
Right?
So those type of statement tiedowns are
forceful that we are forcing our opinion.
You know, this you've told me this before.
Please agree with me again.
That's what comes across and yes, I
know I'm animated, I'm dramatic, but
I'm trying to get that point across
to you of how it feels to be on the
receiving end of a statement, tie
down where you're being command.
Of a viewpoint, a reminded of something
you said, well, before we were talking,
you understood why you'd wanna own
your electricity and not rent it.
By the way, classic
solar tiedown all right.
Using this statement and using words
that they've used previously, especially
when that was also a leading statement.
Like, would you rather
own or rent your electric?
I'd rather own it.
So you'd agree before that you'd
rather own your electric than rent it.
Yes.
Yes.
And that's part of these
tiedowns that people use.
And again, you're using
both the obligatory.
Yes.
You're putting words in people's mouths.
And then the statement tie down is darn.
Forceful.
So there's how I believe that tiedowns
are more detrimental than helpful.
And now you're probably thinking,
well, Adam, if you're such a, a wise
guy, what are the best tie-downs
now let's start with a disclaimer.
When I say best, this means this
is my opinion and my experience.
This does not mean that
I'm preaching the gospel.
This does not mean that what
works for me is gonna be the
exact same thing that you need.
So I want to give you this.
Disclaimer.
When I say the best that's
what's worked for me and the many
thousands of people I've trained.
Do I have all the answers?
No.
Do I learn every day?
You bet.
I do.
So if you disagree or agree, let's
just keep it professional here where
we can all benefit from each other,
your disagreements and, and your
things that you maybe agree on.
Or maybe something I missed.
So share those in the
comments section below.
But my final disclaimer is this
experiment with everything you learn.
That's the beauty of sales, prove it
right or wrong for yourself in either way.
It will strengthen your position.
In the last piece.
I know I've said final a few times,
but I keep thinking of final, final
things, and this is the final final one.
And then we're gonna get to it.
If it ain't broke, don't fix it.
If what you're doing is leading to
success, I'd be an absolute moron
to tell you otherwise, fair enough
disclaimers aside so we can get into it.
This is what I believe is the best tiedown
and this is a bit more advanced to teach.
So this is going to be a tiedown
where we get the homeowner to
continue selling themselves.
So the weak tiedowns, all we're
looking for really is a yes agreement.
Come on, Penn.
Here we go.
Is a yes agreement.
All right.
That's that's really it.
I just wanna get them saying yes,
but what I view the best titles
are is when we get the home.
Get them selling themselves.
Okay.
Now what do I mean by this?
I'm gonna show you an example.
This is the outcome that we're
looking for is getting them
to sell your sell themselves.
I don't care about a yes.
I'm gonna give you the obligatory.
Yes.
If you ask for like clean drinking
water, but if, if you said to me.
If I said throughout the presentation,
you know, Hey, I, I really would
love that filtered water, man.
The taste that comes outta my tap, Ugh.
I would just absolutely
love to not have to use my
refrigerator each and every time.
Okay.
So if I said that and I'll bring
this back to roofing in a second
in a water filtration sale.
And I said, I would love to not have to
go to my fridge instead of that tie down.
So you'd like clean water, right?
Yes.
That would be the weak tie down.
That's taught in the mainstream.
Instead, what I'm gonna do is
repeat back what the customer told
me in their words, with a question
mark or an inflection at the end.
So you'd really love to drink outta
the sink and not go to the fridge.
Do you see that?
All I said is I repeated back.
So you would like to do this
without going to the fridge with
an inflection and a question mark.
Do you know what's gonna happen?
The person who hears that it's an
invitation to elaborate without even
thinking twice that prospect me in this
case would say, yeah, because my fridge
tap runs so bloody slow that I have to
sit there, open the fridge door, cuz
by the way we did the water inside.
So we'd say have more shelf
space and have to stand there
in the freezing cold fridge.
For about two minutes to fill a
water bottle, that's a trickle
and I absolutely can't stand it.
So what did I just do?
I sold myself.
I continued to focus on my pain
and frustration of dealing with
the water and the refrigerator.
So what's a better tiedown
in this experience.
So you'd really like to
have more convenient water.
Yes.
Or getting that customer, like I just.
Breaking down, everything in more detail.
So there you have it.
Let's break it down to,
to different steps here.
Step number one.
Oops.
Come on.
Pen.
Step number one is to repeat back
what they said as a question.
Repeat back.
As a question.
And I wanna give you a few
examples in the roofing world.
Okay.
So if I said to a homeowner on a
storm claim, Hey, you know what
your roof is about 18 years old.
And I recognize that we're kind of on
this fringe, uh, in terms of damage
that I would say it's, it's marginal,
there's a chance it could get approved.
There's a chance.
It doesn't best case scenario though.
You get a brand new roof, which
you're going to need anyway.
And it.
Save you from coming out of pocket
to pay for the whole thing yourself.
So we could use this as an
opportunity, you know, an
unfortunate opportunity to turn a bad
situation into a favorable outcome.
Meaning you get a brand new
roof, brand new warranty.
We can pick new colors, you can
upgrade the, the, the, the look
of the home, the curb appeal.
So when you drive into the driveway,
you look up and you're like, I love it.
And then the homeowner interjects
and says, oh my gosh, I would love.
To get a blue roof.
I think that pop color would be
absolutely beautiful in the neighborhood.
The new paint we put on and
the shutters would shine.
And what am I gonna say instead of,
so you'd like to get a new roof.
Yeah, that's a weak tie down.
I'm gonna say.
So you'd like to go blue.
Oh, blue.
I love blue cuz no one else in
the neighborhood has blue and
the new shutters, the orange.
Oh, it's gonna feel tropical and
look so cool and fun and vibrant.
And now this customer simply by repeating
back, what they said is a question.
So you like to go with the blue roof
means they're gonna continue selling them.
Selves.
So to wrap this up, what you need
to do is listen very closely for
the exciting thing, that little
emotional spark, that flies from the
customer that they get excited about.
Wait, you can handle the
whole insurance process.
Wait, we get a brand new warranty.
Wait, we can pick a new color,
anything that gets them excited.
You get to lean.
Rephrase it as a question with an
inflection and watch as that customer
continues to sell themselves and
give you more and more information,
that's gonna help you just dial your
presentation to exactly what they want.
So there you have it, my unpopular
opinion on tie downs and how to
use them agree or disagree, drop
a comment in this comment section.
Let's chat about it.
And thank you again for
joining me here today.
If you haven't yet done it, I
would love to make sure that
you catch every new episode.
We're putting on some new shorts as well.
So hit subscribe to the channel
so you don't miss a thing.
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And I will see you on the next one.