Dear subscriber,
Every product or service has at least one flaw or drawback.
Well, any salesperson worth their weight in cocaine, I mean salt, has learned to spin negatives into selling benefits.
That’s right. Every negative has its positive.
If you think long and hard enough (most people don’t), you can create a laundry list of positives for every product flaw or downside.
Then you simply (okay, perhaps it’s not simple) tell your prospect why the negative is actually a good thing.
And if you do it well enough…
… It Can Be The Reason Why
a Prospect Buys!
A half-baked example:
Let’s say you sell cupcakes, but your cupcakes look more like cow patties than a small cake.
Well, don’t see the imperfections as a drawback. No! Embrace them as part of your brand’s unique charm. Turn that negative into a positive.
Summin’ like this:
As you can see, our cupcakes aren’t your run-of-the-mill, cookie-cutter pastries. No ma’am! Sure, they may not look as polished and perfectly uniform as mass-produced alternatives, but our handcrafted, authentic, and artisanal cupcakes leave out the bad stuff and only have the good stuff – 100% natural ingredients.
***
That’s pretty rough, but you get the idea.
Product flaws and negatives are opportunities to create trust, loyalty, and sales!
Don’t shy away from your product’s negatives, embrace them!
Lousy salespeople try to sweep them under the rug and pray nobody notices. Bush league.
Good salespeople will tackle those drawbacks head-on and try to smooth things over. Admirable, but predictable.
Great salespeople spin them into red-hot reasons to buy! Hoo-ha!!
Listen:
You should practice this stuff. A good exercise is to try and make a sales pitch for something that nobody would want. In other words, try and sell the unsellable.
For example, could you sell going to prison?
Could you, Kelvin?
Ha!
Does an alpaca spit in the woods?
Of course I could. I’ll show you.
Here, hold my beer.
If I, Papa Maverick, had to make a sales pitch to sell people on the idea of going to prison willingly, I’d say something like this:
If you’re tired of the rat race, the daily grind, and the cost of living soaring out of control, then this could be the most important message you ever read.
As you know, the cost of living is hurting a lot of people right now. You may be feeling the squeeze yourself. Inflation is out of control and only seems to be getting worse. Simple pleasures like Netflix and a gym membership were once a manageable cost, but now… heck, those things are now a luxury for many people.
For many folks, it’s not just tightening the belt, it’s cutting off the circulation!
But cheer up, there is a solution.
It’s not conventional, but it is a rock-solid solution that delivers. What is this solution, you ask?
Remember, I said it’s unconventional. It’s this:
Go to Prison!
I realize at first blush that does not sound very appealing.
But life’s about perspective.
Think of prison as an all-expenses-paid, government-sponsored B&B.
That’s right, we’re talking about the opportunity to live in a huge federal complex, rent-free, with your own personal chef cooking you three meals a day. No more grocery shopping, no more laundry… it’s the ultimate staycation!
And hey, if you’re into DIY projects, we got you covered in that department, too.
It’s the stuff dreams are made of. But it gets better!
Don’t have time to go to the gym? Have a pile of books you never seem to get around to reading?
Problems solved! At this all-expenses-paid, government-sponsored B&B, you’ll finally have that sweet downtime for those things that the average schmuck who has to work for a living never gets to do.
But, wait, there’s even more!
Do you like to watch pay TV? Who doesn’t? Well, at this all-expenses-paid accommodation, you get to watch what we call paid TV. That’s right. You watch it, we pay for it. Well, the taxpayers do.
Plus, think of the stories you’d have to tell the next time you catch up with your buddies. “Oh, you went on vacation, Jack? That’s cute. Let me tell you about my time in cell block C!”
Yup, there’s nothing like a stint in the clink to give you that street cred all men wished they had, and all women secretly love in a man.
You can be that guy every man wants to be, and every woman wants to be with!
Prison – it’s practically an all-inclusive resort that turns you into that bad boy everyone respects and nobody messes with.
But know this: Prisons are quickly filling up.
So, what are you waitin’ for?
Seize the moment, grab your ticket to the big house, and lock in your spot.
You don’t wanna be left standing outside with your nose pressed against the glass, do ya?
So, get in on the action while the gettin’s good!
***
Now, while I have attempted to inject humor into my example, I am deadly serious about this sales technique.
It’s viciously effective.
There is always a hidden product benefit you’re not seeing.
And more times than not, it’s lying quietly under one of your product’s flaws or downsides.
Well anyway, I hope you take this one seriously.
For those who do, profit much you will.
Kelvin, that was a great sales lesson.
You ain’t wrong there, Freckles.
You ain’t wrong.
Peace.
(Notice the inverted pyramid-like shape I created with those last several sentences? What can I say? I’m an artist!)
Your friend,
Kelvin
Email Marketing Maverick
P.S. Are you getting any value from my free emails? If so, then you’ll love this: https://kelvindorsey.com/mavericks-inner-circle/
I’m out.
