Page 64 - Selling the Invisible: A Field Guide to Modern Marketing - PDFDrive.com

startling discovery.
The researchers created for two fictitious job candidates—Dave and John—

two identical résumés, and two almost identical letters of reference. The only
difference was that John’s letter included the sentence “Sometimes, John can be
difficult to get along with.”

The researchers showed the résumés to personnel directors. Which candidate
did the directors most want to interview?

Sometimes-Difficult-to-Get-Along-With John.
The researchers concluded that the criticism of John made the reference’s
praise of John seem more believable, and that made John look like a stronger
candidate. Showing John’s warts actually helped sell John.
But does this academic study apply in the real world? Ask Tom Keacher. A
regional sales manager for First Protection, the company that originated marine
service contracts, Tom for years started his sales presentations by listing every
boat engine part that First Protection covered. Midway through 1994, however,
Tom decided to switch tactics. He started his pitches by listing every part that the
service contract did not cover. The result? Tom’s conversion rate improved
significantly.
Rather than hide your weaknesses, admit them.
That will make you look honest and trustworthy—a key to selling a service.
Tell the truth. Even if it hurts, it will help.

Business Is in the Details

People who insist, “The companies in our industry are basically alike” must
recognize a human trait.

People feel a need to justify their decisions to themselves. So they look for
differences upon which to base their decision.

What does this mean to a company in an industry of lookalikes?
It means that the more alike two services are, the m o re important each
difference becomes.
With meaningful differences difficult to find, prospects look for signals in
seemingly trivial differences: the decor of the lobby, the color of the business
card, the heft of the brochure, even the smell of the salesperson’s cologne.
Unable to see the real differences between the services, prospects look for clues
to differences elsewhere.
It bears repeating: