Prospects Lie!

Prospects Lie
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Yep, LIES! Prospects do the dirty dog, low-down, know it’s not true, kind of lying.

Prospects lie because they don’t know what they want.

Because they don’t know what they want, they lie to protect themselves from good, and bad, intentioned salespeople who are there to help them discover what they want. Obviously, salespeople help prospects so they can sell them stuff, but that’s not a bad thing, is it?


I’m bold when I say “Prospects Lie!” because I know if a salesperson was to tell the same kind of lies, and get caught, they would be strung-up and hung-out to dry. Salespeople aren’t supposed to lie because that’s considered malicious… but a lying prospect isn’t malicious?

A lying roofer could eventually find themselves on the evening news or see their picture plastered on the front page of the local newspaper — something a lying prospect seldom has to fear. However, there might be a lot less lying prospects if the BBB also had a list for contractors to check before doing business with prospects.

The truth is, lies are lies regardless of who is doing the lying.


As a salesperson, your job is to figure out how to bypass those lies and move the prospect in your direction — towards the sale.

The first step is to understand the rules of the game. If you don’t know what the problem is, you can’t work towards a solution. Your first problem is that prospects lie. Figure out how to ethically get beyond your first problem, the lying, before you go and try solving any other problems.

Sure, lying is a socially acceptable double-standard afforded to prospects. That doesn’t make it right, but neither does it change the facts.

Bottom Line: Prospects lie, but you can’t. Deal with it!


  • 1. We Didn't Get Any Hail Here
  • 2. We Don't Have Any Damage
  • 3. I've Already Called My Insurance
  • 4. I Already Have A Roofer
  • 5. I'm Not Interested
  • BONUS LIE: "Yes, if you'll help us get a new roof, we'll definitely use you."

Prospects lie, right?


P.S. It’s dangerous to feel superior to your prospects. Remember, you’re sometimes a buyer too… and so am I.

About The Author

Mike Coday

Mike Coday is a retired youth pastor turned serial entrepreneur, roofing marketing consultant, author, speaker, sales trainer, and sentimental family man. His expertise is coaching roofers to the next level of success.

Facebook Comments


  • Sam

    Reply Reply April 24, 2015

    We’ll say anything to get rid of someone coming off as salesman-ish. Including us salesmen. Ask questions to bridge the gap. It’s human nature to answer. Instead of rattling off information like the last 10 guys I try to ask “Your neighbor had me inspect their roof, do you know Tom and Nancy?” “We’re you at home the night of the storm” ” What was that like (usually evokes an emotional and vivid response)?” I’m brand new to this so I’m still learning. I’ve only been prospecting so but I have many adjuster meetings lined up after just one week. Here we go

  • joe

    Reply Reply April 23, 2015

    Buyers are liars. Try to listen. Try to make them comfortable. Sometimes theyll open up. But be ready. You may not like the truth.

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