In sales, there is a precious moment of power you are afforded after you reveal a weakness or drawback.
Leadership and persuasion motivational speaker, Dr. Robert Cialdini, in his new book, Pre- Suasion, suggests we should strategically unveil weaknesses in the early stages of a sales presentation.
This technique gives you early credibility.
Typically in sales, we reserve drawbacks for the end and begin with our strengths. Cialdini argues that throwing in drawbacks upfront builds trust and allows the person to be more receptive to the product's strengths.
He sites the wildly successful campaign by L'Oréal that used the tagline, We're expensive but you're worth it. Addressing people's cost concerns upfront sets aside this wall of uncertainty and primes the customer to buy.
Unveil your product weaknesses early on and let your strengths melt away resistance.
Outstanding salespeople turn skeptics into believers and persuade people to move forward. The longer it takes to convince someone, the more likely they will be to shop around or let skepticism get the best of them.
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