Sales Prospects Lie!

By Mike Coday •  Updated: 03/29/21 •  2 min read

Prospects Don’t Know What They Want

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 lie. Deal with it!


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.

Mike Coday

Mike started selling roofs in '95 while working as a youth pastor at a small church in North Texas. A decade later he transitioned to speaking at industry conferences and training outside sales teams. Today, he works exclusively as the premier consultant to roofing company owners who are driven for growth.