In sales, one of the most powerful strategies is to address your weaknesses before the prospect does. If you’re facing a common objection, like a competitor offering a lower price, the best way to overcome it is to take control of the conversation by acknowledging it upfront.
Effective sales training programs and methodologies often highlight this approach as a way to build trust and showcase what sets you apart.
Acknowledge Weakness First
When you introduce a potential weakness in your offering before the prospect does, you demonstrate honesty and confidence. In my sales strategy, I teach you how to pair this approach with a powerful word: “but.” For example, if a competitor has a lower price, you could say, “Mary, I know there are cheaper options out there, but …” and then immediately highlight a unique benefit only your product or service offers.
This strategy works because it shifts focus away from price and onto your unique value. By following up the word “but” with a strong differentiator, you address the objection and demonstrate why your product is worth the investment. For instance, “We may not be the cheapest, but we’re the only company that uses certified HEPA filter vacuums, reducing airborne viruses by 97% for a healthier, safer workplace.” This approach makes your offering memorable and showcases its true value.
This technique requires preparation—it’s not something to improvise. Make a list of your top five weaknesses in comparison to the competition as well as your top five unique strengths that counterbalance those weaknesses. Integrate these responses into your sales calls to reinforce your value proposition effectively.
When you embrace this sales methodology, you not only handle objections proactively but also build credibility and trust. The next time you encounter a tough objection, address it head-on, follow it with your unique strengths, and watch your close rates improve. Experience truly is the best teacher, so start practicing this strategy today, and you’ll see more sales success.