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HOW TO

Let Your Weakness Increase Your Sales
By: Developer Shed
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    2003-11-12

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    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
    advantage.

    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
    through.

    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 strengths.

    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?

    ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~

    Resource Box:

    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
    703-671-5677
    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:catherine@abundancecenter.com

    4 If you post this article on a web site, you must
    hyperlink any URL's in the article and Author's Resource
    Box.

    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.
    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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