Nothing builds trust more
than making yourself appear vulnerable. Most companies take great pains to show
how wonderful and flawless they are. The result? They and their offerings appear
Customers have a finely tuned hype radar. But you can turn it off and bypass
defenses with a simple damaging admission. Admitting a minor weakness not only
makes you more endearing. It also makes you appear more honest. That means
prospects will be more accepting of subsequent claims.
Your admissions need not be devastating. In fact, they can even be
positive. "Admittedly, our products cost more than the competition’s",
for example, positions you to compete on quality. "We might not be the biggest
agency", positions you to compete on service. The key is to show prospects that
while you aren’t perfect, you are exactly what they need.
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