Today I want to talk about a basic sales technique used by all great salespeople called the Tie Down. As many of you already know, in sales, we want to ask questions that make the prospect answer with a YES! We very rarely want to ever ask a question that can be answered with a NO.
Maybe you have heard that you want to get a bunch of little yeses throughout your presentation. This will make it easier for them to say yes once you get to the close. They are already used to answering yes and will continue all the way to the end.
Tie downs are a great way to get those yeses that you need.
Let me give you an example. Maybe the client doesn’t give you a reason for sending the Final Expense Direct Mail Card back in. They already have insurance and are happy with what they have and aren’t switching! Now maybe you say, “Most of the people I’ve found want to make sure they are getting the most insurance for their money, they want to get the very best deal they can. Do you want to make sure you’re getting the very best deal?”
Prospects can (and Zig Ziglar says that in 51-99% of cases) will say NO, given the opportunity.
Instead you could use a Tie Down at the end, “Most of the people I’ve found want to make sure they’re getting the most for their money. I’m sure you would agree that getting the most for your money is a good idea ISN’T IT?”
As you can see, this tie down is using a phrase that everyone would agree with, followed up with the question “ISN’T IT?” Now this is a much better way to ask the question, WOULDN’T YOU AGREE? As professional salespeople, we understand getting a No answer is a bad thing, RIGHT?
Examples of tie downs: Aren’t you? Isn’t it? Wouldn’t it? Couldn’t you? Doesn’t it?
It’s always better to ask a question than make a statement. If the prospect says it, then it’s true. If we say it, we’re seen as pushy salespeople, DOESN’T IT?
Another form of the tie down is the Inverted Tie Down. Rather than ending with a tie down, we start with it.
“ISN’T IT nice to know that your insurance will never end?”
“DOESN’T IT feel good to have this taken care of?”
WOULDN’T IT be nice to change it up so the client doesn’t notice what you’re doing? ISN’T IT a good idea to be the best salesperson you can be so the client will trust and buy from you and get this need taken care of?
Another form is the Tag Along Tie Down. When a client comments positively on a benefit you respond with a Tie Down.
Prospect: “I don’t want my insurance to cancel because of my age.”
Prospect: “That ______ is very important to me!”
Agent: “ISN’T IT?
You should have 6-8 tie downs in your presentation. Take the time to go through it today and see what statements you make TO your prospects that you can transform into a Tie Down question that will yield a Yes answer.
One of the main statements I changed over the years was about clients liking to save money. “Everybody wants to save money. If I could save you money on what you’re currently paying on, would that be something you’d be interested in?”
While a logical answer would always be yes, a client will most often answer with a NO! So I made a change:
“Everybody out there wants to get the best deal.” (This gets them thinking subconsciously. I’m part of everybody. And yeah sure we all want to get the best deal).
“And everyone knows to get the best deal, they need to shop around, RIGHT?”
As I’m saying “right” I’m nodding my head up and down. This clicks with the client. Now they will usually verbally agree with you. Well of course everybody wants to get the best deal, even if they don’t personally shop around for the best deal. They have heard that phrase all their life and they intuitively believe it to be true. So then, of course, they are going to agree with you.
Then I follow up with:
“That’s what we do for you! We have access to the top programs in the state and we shop the marketplace FOR you, so you can get the best bang for your buck.”
You didn’t say “Look, you know you need to shop around for the best rate. That’s what I do for you. Now you know you’re getting the best deal.”
In the previous tie down example, you are getting them to not only agree with you, but you are creating value in what you are doing for them. You just created a need, a need that they may have not even realized they had and then you answered that need. All in the way you worded the phrase using a Tie Down.
So, again, go through your presentation today and see what statements can be transformed into Tie Down questions. We need to come off as advisers rather than salespeople.
Salespeople are pushy; advisers are doing what is in the best interest of the client. Salespeople jam a product down your throat; an adviser helps you through the process. We will much more persuasive if we can get the prospect to agree with what we are saying. By using Tie Down questions, we will achieve that result!
Josh Jones is an expert in the Final Expense market. He and his business partner, Brandon Smotherman, who is a $400,000/year Final Expense Producer, have taken their years of successful experience in the Final Expense and Medicare markets and are now teaching agents how to replicate their proven system. So whether you are thinking about entering the Final Expense market or you are a veteran agent that desires a greater income or you just want to add some Final Expense products to cross sell, Josh and Brandon have the knowledge and resources to help you grow your business.
Visit https://learningfe.com/what-we-offer/ for more details.