No one wants to call attention to their flaws or shortcomings, but doing so in the sales process can be helpful. Buyers are smart. They know if something is too good to be true, it probably is. So, if you tell prospects that your promo solution will solve every one of their pain points, they’re probably not going to believe you.
That’s why it’s important to be transparent from the start. J.C. McKissen, a LinkedIn Top Voice, says you can still be optimistic while staying in touch with prospects’ pain points. When you’re forthcoming and honest about how you can realistically solve those pain points, you build credibility.
Want to learn how to put your flaws front and center? Keep reading this issue of PromoPro Daily, where we share McKissen’s top three tips.
- Practice role playing. McKissen says a practice run is always helpful before going into your pitch. This can help you get a deeper understanding of your prospects. The key, he says, is to reverse roles. Get a co-worker to play you, and you step into the prospect’s shoes. Assume your prospect knows everything you don’t want to tell them and work it into your pitch. Then, McKissen recommends telling the pretend “you” all the reasons you’re not interested.
- Create a script. Transparency is a good thing, but you don’t want to cross the line and be blunt. Instead of just laying it all out, McKissen recommends giving the prospect the context they need to understand the reality of your solution and why it’s the best option out there. Here’s a basic framework to follow:
- Establish yourself as the promo expert
- Explain some obvious ways your solution could fail
- Outline some challenges your prospect might face
- Identify some actions your prospect could take that could add to the cost
- Bring up some less obvious challenges
Once you’ve taken those steps, McKissen says it’s time to casually hand things over to the prospect with the detached air of an expert – not a salesperson trying to meet a quota.
- Remember the power of framing. You don’t need to fully open the hood so prospects can see every potential problem your solution has, McKissen says. No solution will solve every problem. Instead, use the power of framing to direct the prospect’s attention to two or three challenges that will most impact their business. This can help you build credibility by allowing them to contextualize what your solution won’t do within the broader context of what it can do. In this way, he says you’re turning a weakness into a strength.
Being open and honest with your prospects is one of the best ways to lay a solid foundation. Instead of skimming over the areas where your products might fall short, address the issues you know are important to your prospect. They’ll appreciate the transparency, and just might reward you with the deal down the line.
Compiled by Audrey Sellers
Source: J.C. McKissen is a thought leader, LinkedIn Top Voice, and a writer and editor.