How can you confidently believe in your product when it seems to fall short compared to the competition’s? Well, by noting the operational word in that concern: seems. Meaning, the key lies in shifting your perspective from perceived flaws. This article shows you how to address your product’s flaws. Why? Because, what you see as a flaw is a feature. Success in selling is a question of how you present your product’s ‘flaw’ to the customer. There is no such thing as an ~objective flaw”. There is, however, such a thing as an objective flaw in the average salesperson mind. And it shows in his mediocre results.
The difference between subjective and objective weakness
That salesperson laments: “Our pesticide is difficult to sell. It is liquid in formulation, more expensive and heavy. That’s why our competitors have it in powder form and so they sell it easier.” The successful salesperson educates customers thus, and it shows in his stellar results: “Our customers tell us that the powder formulation might appeal to those seeking portability. They also tell us that they prefer our liquid formulation because they, like us, value practicality. So, whereas powder is light to carry, they find it cumbersome to use when measuring a dosage. Is this something you an relate to”
You see, when a customer walks into a store looking for a smartphone. She knows she needs one, but she hasn’t decided which model to buy. If she were sure, she’d head straight for it. This moment of indecision is your opportunity to frame your product in the best possible light. Read that paragraph again.
Your time to shine with your product’s flaw
Now then. This is your time to shine; it’s your time to be useful to the customer by helping them make a purchase decision. This is the time to show how your product’s objective features are not liabilities (that’s what you are telling yourself), but instead, they are assets addressing varied customers’ preferences. Rather than dwelling on what your product “lacks,” focus on how it meets or exceeds the customer’s specific needs. Now you are selling.
Addressing your objective product’s flaws examples
“We don’t have a 600cc vehicle. In fact, we don’t sell them. The 600cc is fuel efficient for Uber business, if fuel consumption is the only factor, you are looking at. If, however, you are looking at Uber business comprehensively, last week two owner-drivers told that the 600cc limits them to town-running. Driving outside Nairobi and specifically towards Nakuru forced them to pull over at every steep hill like Kinungi, for the engine to cool down. This was a great inconvenience to them, and their customers, and it showed in their rating. That is why they came to buy this 1000cc. Now, in your case, you intend to hire a driver who may not be as careful as you. Is avoidable wear and tear, and potential engine knocking, something you are willing to risk?”
How to sell doubt and differentiate yourself
Your product’s flaws are not objective-they are subjective. This awareness is how you develop and grow your belief in your product. And therefore effectively address your product’s flaws. What we perceive as a product’s flaw is often just a matter of how we present it. Your goal is to reframe any perceived downsides as valuable features.
Reframing perceptions to enhance believing in your product
A customer might compare your classic furniture to modern design and hesitate. “Older-style furniture as outdated.” This is not the time to validate your limiting beliefs in your furniture and go, “Aha! I knew it. Na nimekuwa nikisema tu (This is what I’ve been saying)- our furniture is flawed. It lacks modernity.” No. Instead reframe the narrative; instead of focusing on what it lacks, emphasize how its features address the customer’s preferences, or open her to others she may not have considered. “Modern furniture might appeal to those chasing trends and our furniture is not for them. You see, this isn’t just furniture—it’s craftsmanship. Its timeless design, and the durable materials mean it has stood the test of time. It’s not just a piece of furniture; it’s a statement of enduring quality. Is this a statement you would like your living room to make?”
The issue often isn’t the product but the customer’s perception. Your role as a salesperson is to gently guide the customer and showcase how these so-called flaws are, in reality, strengths.
What if customers see through your ‘address your product’s flaws’ pitch?
There’s always a chance that a customer might be sceptical, but that’s not your concern. Your responsibility is to present your product in its best light (to address your product’s flaws) and guide the customer toward making an informed decision. You’re not obligated to help them reject your product—focus on building confidence in what you’re offering. Your job is not to assist in convincing customers to walk away.
Structurally reinforcing your belief in your product
If there’s something about your product that makes you insecure, find a way to reframe it positively. Confidence in your product is essential for successful sales. To be sure, not every customer will buy what you’re selling, and that’s okay. (In any case, if all of them did then you serve no purpose as a machine can replace you).
Potential customers walking away only becomes a problem when they are scarce. The key to mitigating this is maintaining a steady flow into your sales funnel. That way you avoid being desperate and all its attendant challenges. As long as you have a steady sales funnel, the opinions of those outside your target audience shouldn’t matter.
Yes. Always remember that critics of your product aren’t necessarily part of your target audience. For instance, someone criticizing your compact car because it’s not a rugged off-roader isn’t your customer. Similarly, if you’re selling fast food, the opinions of those who disapprove of the fast-food industry don’t hold much weight. What matters are the opinions of your real customers—the ones who align with your offerings. In any case, there are no perfect products, only perfect prospects.
Final Thought : address your product’s flaws
If you are going to continually believe in your product, identify who your customers truly are and focus on serving them. Ignore opinions that don’t align with your audience’s needs. By confidently reframing perceived weaknesses as strengths, you can restore your belief in your product and connect with the customers who genuinely value what you offer.
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