Have you ever experienced the perfect product or service? If so, I'd sure like to hear about it. I think most people would agree, including marketers, that no product or service is perfect. Since it is the perception (which is reality) of your customers that no product or service is perfect, then, don't be afraid to admit to one or two shortcomings in your sales and marketing efforts.
I talked a little bit about this in a previous post about presenting a one or two-sided argument when marketing a product or service. While recently reading, Selling the Invisible, I ran across this study which reinforces why you should not avoid discussing a shortcoming.
In the mid-1980s, some researchers at Cleveland State University made a startling discovery.
The researchers created for two fictitious job candidates - Dave and John - two identical resumes, and two almost (my emphasis) identical letters of reference. The only difference was that John's letter included the sentence "Sometimes, John can be difficult to get along with."
The researchers showed the resumes to personnel directors. Which candidate did the directors most want to interview?
Sometimes-Difficult-to-Get-Along-With John.
The researchers concluded that the criticism of John made the reference's praise of John seem more believable, and that made John look like a stronger candidate. Showing John's warts actually helped sell John.
There are many powerful ways to use the results of this study in your sales and marketing efforts. A few quick examples:
1) Write better testimonials - Which one of these testimonials do you find more believable?
a. This is the best product I've ever tried! Buy it!
b. I
was a little bit hesitant to buy this product because it seemed a
little more complicated to use than the other products. While it
probably took me a little longer to learn all the bells and whistles, I
couldn't be happier with my choice and the extra features have saved me
tons of time.
Most people probably skip through the first testimonial unfazed - it's what people expect and are used to reading. Testimonial b, however, mentions a small shortcoming - "a little more complicated than the other products." But notice we mentioned the shortcoming and in the last sentence turned it into a positive "extra features have saved me tons of time." Much more believable and we added a twist by turning the admitted shortcoming into a positive.
2) Use in your sales copy. Let's say you have an informational product targeted to beginners only. Include a notation in your sales copy:
Please note: This guide is targeted specifically for individuals without prior experience with this technology. If you already have experience, I'm afraid you'll find many parts of this guide redundant and not the best use of your money.
In this scenario, it would obviously be nice to have an alternate guide for advanced users where you could refer them. Even without an alternate guide, though, this note solidifies your credibility with your target market (beginners) which will generate more sales in the end.
3) When I sold capital medical equipment to hospitals, I was very fortunate to have a broad range of products - some inexpensive (less than $1,000 each) and some very expensive (over $40,000 each). I unknowingly used this strategy with much success.
If a customer was evaluating several products from my line, I would sometimes suggest they stick with a competitor for one of the less expensive products. "You know what, our product is just as good as their product, but I'm not sure there's enough difference for you to go through the trouble of training your nurses on a different product. I'd suggest you stick with them on this product. On the other hand, I really think we have something better to offer here (the much more expensive product) and I think it is definitely worth your consideration."
Is this manipulative? I'm sure everyone has their own judgment there. If I'm honest about this comment (and I was), I'd call it effective persuasion rather than manipulation. Would I consider doing this in the opposite direction? That is, suggest the customer stick with the competitor for the more expensive product? Nope - I would be letting my employer and my family down there. Instead, I would use a different shortcoming or weakness strategy - as long as it was truthful. For example, I might offer that we had issues in the past with delivery times or quality because of switching to a new supplier, but that the problems seemed to have been fixed in the recent months.
Since no product or service is perfect, it shouldn't be difficult to identify the "right" shortcoming(s) to share with the right customers.
I do not advocate or condone lying to your customers. Don't make up weaknesses just so you can appear to be trustworthy. After all, candor is also a critical component of trust. Instead, I suggest your product or service shortcomings can sometimes be used strategically to build credibility and trust with potential customers.
To sell and market more successfully, then, don't be afraid to identify potential shortcomings and proactively share that information with your customers in your sales and marketing efforts.
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Feel free to use this article on your website, blog or enewsletter. The article must appear with the following credit and links:
Rob Reed is president of Terrakon Marketing, an internet marketing and sales consulting firm based in St. Louis. Terrakon helps small businesses, service firms and professionals attract more prospects and win more customers. Learn more at www.Terrakon.com or Rob's blog at www.MarketingCentricity.com.
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