The Power of the "But" Technique
As sales professionals and new business owners, we understand the importance of trust in the decision-making process. When prospects believe in our claims and trust our offerings, they are more likely to make a purchase. In this article, we will explore a highly effective tactic called the "but" technique, which can significantly enhance the persuasiveness of our sales techniques while maintaining integrity.
1. Trust is Key
Trust plays a critical role in selling, especially in business-to-business scenarios. Building trust requires aligning your prospects' beliefs in themselves, the system, and the world. Referrals from trusted sources can help establish a high level of initial trust, making the sales process smoother.
2. The Power of "But"
Inspired by Eminem's movie "8 Mile," the "but" technique leverages the power of a damaging admission. By strategically using the word "but," we can be honest and authentic, setting ourselves apart from those who make unrealistic promises without transparency.
3. Emphasizing the Negative
When using the "but" technique, reversing the order and starting with a negative statement followed by a positive one amplifies the positive aspect. By highlighting the challenging aspects first, we make the subsequent positive statement more believable. This technique allows us to control the prospect's attention and draw focus to the amplified positive aspect after the "but."
4. Transparency Breeds Trust
Transparency is the key to the success of the "but" technique. By honestly addressing the negatives, we make the damaging admissions more believable, enhancing the overall persuasiveness of our message. In a world where authenticity is often lacking, being truthful about the challenges and drawbacks can set us apart and build trust with our audience.
5. The Role of Negative Reviews
Negative reviews can contribute to persuasion. They lend credibility to positive reviews, making the overall rating more trustworthy. For instance, a restaurant with a 4.7-star rating and 3,000 reviews might be more trusted than a restaurant with a perfect five-star rating but only 19 reviews. Negative reviews add authenticity and help prospects make informed decisions.
6. Learn from Viagra's Commercial
Viagra's commercial provides a notable example of the "but" technique. By warning about the potential risk of an erection lasting longer than four hours, they amplified the power of their product. The extreme warning made the desired outcome seem even more attainable and believable. Applying a similar approach in our messaging can strengthen the credibility of our claims.
7. Implementing the Technique
Incorporating the "but" technique strategically in our business communications can enhance the persuasiveness of our message. We strengthen our claims by addressing extreme adverse effects or challenges of the promised outcome and make our argument more persuasive. Using this technique with integrity allows us to highlight negatives prospects will eventually discover while amplifying the positives of our offerings.
In conclusion, the "but" technique provides us with a powerful tool to boost persuasion with integrity. By utilizing transparency, emphasizing the negatives, and drawing attention to amplified positives, we can build trust, increase the persuasiveness of our message, and ultimately improve our chances of closing deals. Let us embrace this technique in our entrepreneurial journey and watch our sales soar.
P.S. I was inspired to write this after I watched a video by Alex Hormozi about this very topic.
P.P.S. Here is the video to watch if you want to take a peek