How can a flaw or a drawback in your product become a selling tool?

Think of a skeleton hidden in a closet. You know that sooner or later, your customer is going to come across it.

And how do you think customers will feel when they discover that skeleton?

They’ll probably wonder what other ugly little secrets are lurking that you haven’t disclosed, creating distrust and ruining the buyer/seller relationship.

The solution: Open up the closet — and make that skeleton dance for customers.

If you bring it up first, you’ve made peace with it. You’ve shown customers you’re trustworthy. And you’ve turned a potentially bad situation into a way to build customer trust and loyalty.

Example: Suppose a customer is purchasing a refurbished product. There’s nothing wrong with it. It might even be better than it was to begin with — since it’s been reconditioned and scrutinized for quality.

But what if that customer learns later you sold them a “used” product?

Then you might be talking to an ex-customer.

To avoid that situation, disclose any drawbacks (or what might be considered a drawback in the customer’s eyes) and the reasons behind them. Then explain how everything comes together to benefit the customer — via lower prices, extended warranties, etc.

This way the seller raised the point about a potential problem, instead of waiting for the customer to find it. And in the process of doing so the seller likely built trust and a stronger relationship with the customer.

Adapted from “Ethical Selling,” by John Alexander

Tags: customer trust, loyalty, quality, selling tool