Let Your Weakness Increase Your Sales
by Catherine Franz
Imagine...you inquire about a product. The salesperson does
everything right. Says the rights words, emphasis the
benefits of the product -- everything right. And you
hesitate but you do not know why. You just aren't "sure."
And you respond, "I'll think about it." Then you talk with
another salesperson that says the same things, uses the same
languaging, and does everything else right, until towards
the end. Then they get honest with you and tell you the
weaknesses of the product. Then you buy.
Works every time. Why? Because the ole adage "if itís too
good to be true, then it usually is" is a skepticism that
has been planted in everyoneís mind for generations. Don't
think you kidding the prospects they know the weaknesses.
Be upfront, let the honesty out, it is a quality people are
looking for today. They are tired of being scammed. Yes.
Honesty does sell!
Letís continue on how you can use this to your marketing
First, write down all the weaknesses of the product or
service. Ask others for help with this. It is easy for
people to find the weakness first, so do not hide it. If
you offer a service, look for those weaknesses as well.
Second, is to show those weaknesses in your communications.
It illustrates that you know the weaknesses and how you have
thought them through. It shows that you are not hiding
anything. The consumer can then make an honest evaluation
for himself or herself. It also provides them with the
language they will need when they need to justify their
purchase with their spouse, friends or family members.
If you are a consultant that provides strategic planning,
your weaknesses might be: It takes time and patience to
plan. They will need to expand their thinking and change
the way they are doing things. These could be a few.
Strategic planning is not fool proof.
If you are a coach that offers only telephone coaching, some
of the weaknesses could be: There isn't any visual or in-
person contact. Coaching as a service assumes that people
want to change.
It is easy to say the weakness and have your mind quickly go
to the positive off side. Be at peace with the weaknesses.
Allow them to be "okay." Don't take them personally as a
flaw in yourself because the weaknesses are in the service
or product. They would be the same for you or for anyone
else presenting that exact service.
The big advantage to knowing what you flaws are is then you
can create a plan on how to respond when people point them
out -- and they will. You will be able to handle these
better and not feel like someone is attacking you. They
just want the answers on how to get around the weaknesses.
And everything has weaknesses.
People are persuaded to buy when you intentionally expose
the weakness of your product or service. Marketers rarely
do this, they usually only show the benefits. Only showing
the benefits side of things is the stance of selling on the
Internet. It is refreshing when you see honesty come
If you are up to being different and increasing your sales,
find the weaknesses (I said "the" not "your"), talk about it
frankly in your marketing communications. Indicate in
insignificance of the weakness and how it doesn't outweigh
The results -- you will come across as strong because you
have been upfront and honest with the weak. A great
character strength to have, wouldn't you say?
Catherine Franz is a 30-year marketing
industry veteran and Marketing Strategist, a Certified
Business Coach, Certified Teleclass Leader and Trainer,
speaker, author. Additional eNewsletters, tips and articles
are available at: http://www.abundancecenter.com
This is a Free-Reprint article. There are five rules for
publishing this article with my permission, and they are:
1. You must include the Resource Box (at end) unedited. Any
editing is not permitted.
2. You may not use this article in any Unsolicited
Commercial E-mail (SPAM).
3 You must forward a copy of the final placement of the
article to the author on or before publication date: mailto:firstname.lastname@example.org
4 If you post this article on a web site, you must
hyperlink any URL's in the article and Author's Resource
5. This article cannot be used in any publication that
normally pays for such articles without prior approval.
If you don't, can't or won't meet these five rules, please
do not publish this article.
(c)Copyright 2003, Catherine Franz
All rights reserved.
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