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
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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.
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.
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