The Role of Drawbacks in Sales
Posted by Ken Makovsky on May 27, 2010
Selling is not hitting someone over the head with a hammer. Rather it is communicating a story, in the self-interest of the buyer that is credible, beneficial and reflects the seller as a trustworthy source of the expertise needed.
But according to Dr. Bob Cialdini, psychologist, W.P. Carey Distinguished Professor of Marketing and Regents’ Professor of Psychology at Arizona State, the seller is more persuasive and credible if, along with the positives presented, he or she also shows some drawbacks to the case being made. I share his point of view and find that a drawback or two humanizes the seller and the case. ...
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