How to Sell the Negatives

November 28, 2017
By Zack Poelwijk
How to Sell the Negatives

If you own a hair salon and a competitor opens up, not only near you but with cheaper haircuts, it could be tempting to see that as a negative that you can’t overcome. But think again.

If all of their signage advertises $10 haircuts, your signage can be the one that advertises, “We FIX $10 haircuts.”

What else has negative sides that can be put to advantage? Here’s some…
1. Cost, expense.
Here’s how you sell that negative: “Yes, it’s expensive, but that’s because I believe it will deliver exactly as advertised.” Or, “Yes, it’s expensive, but let’s look at the ROI you’ll get.”

2. Too complicated.
Here’s how you sell that negative: “It requires some attention to use this. It’s not right for people who want a hands-off approach. This is for people who are willing to put the time in to have a successful outcome.”

3. It doesn’t have this feature I want.
Here’s how to sell that negative: “The features it does have are the best in the industry.”

What negatives relate to what you’re trying to sell?
And here’s the flipside to this…if there’s not an authentic way to sell the negative, then evaluate why you’re so set on keeping things the way they are. Maybe you should be fixing them instead.

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