Don't Negative Sell

SalesManUp Blog


Don’t Negative Sell


I was completing a luncheon presentation last year for a large healthcare group, when one of the attendees asked me, “ so how is your product better than such and such ? “ ( my competitor ) I responded, “ I appreciate your question, but I refuse to negative sell. I can tell you the strengths and benefits of our products, and allow you to draw your own conclusions. “ Done. Another one of the attendees approached me in private after the presentation, and thanked me for not verbally slamming my competition. I have found that it never pays to sling mud, because you cannot do it without trashing yourself. If your product or service is strong enough to stand on its own two feet, then there is no need to vilify the competition. It only makes YOU look bad !


People are more updated and educated in today’s marketplace, and we have to give them credit that if we present the truth, consisting of facts, findings, studies, and evidence-based information ; then they will draw the right conclusions. If they don’t , then just maybe we are not destined to be their vendor or service provider. The key here is knowing our product backwards and forwards. The other half of that equation is also knowing our competition backwards and forwards. If we do, we present the strengths of our product that hammer the weak areas of our competition, without verbally assaulting them. Let your prospects connect the dots.


Why should we present in this manner ? It is very possible that our prospect has worked with our competitor and even liked their product or service. When we attack the other vendor, we are telling our prospect that they are pretty stupid for choosing them. Not a great way to begin a business relationship. It’s like telling your wife that those pants make her look fat. Everything goes downhill from there ! Call the florist.


Flowers won't work with business prospects. They may not even say anything about our negativity and lack of tact. They just don't call us back. Nada. Our relationship is dead in the water. This is similar to a bad experience at a restaurant. People don’t always go online and give a bad rating ( though some do..). They just don’t go back to the restaurant. They take their money elsewhere. This is what we don’t want our prospects to do !


So, focus on the positive attributes of your product and service. Find the pain points within the prospect’s business, and show how you can solve their problems. Take the high road and stay out of the ditch when it comes to negative selling. Don’t take the client’s bait, if they try to draw you into controversy. Just present the truth and allow intelligent buyers to draw their own conclusions. Happy sales !