Is it always wise to say you’re the best?
For years I watched network marketers, especially when they’re new, declare why their company is the best, and their product line is the best, and their comp plan is the best… and so forth.
All that does is backfire by creating more hype and usually falls on deaf ears, without much help in your efforts to recruit more people and sell more products.
Because EVERYONE says “their stuff” is the best.
So how do you position yourself as a better choice without entering this chest-beating contest?
Look at what one company did to create one of the most successful campaigns in the history of advertising.
Years ago, Avis (the car rental company),was faced with a challenge of being the second in the industry behind Hertz.
A copywriter they hired, brilliantly used it as a positioning tool and a reason to make them look better.
And he did it with ONE PHRASE:
“When you’re only No. 2, you try harder. Or else.”
This one line put the campaign in the history books on advertising… making it a smashing hit for Avis… and causing life to be miserable for Hertz.
I learned this in sales long time ago that if there is an objection (or several) that will always come up in your prospects mind, why try to hide them?
Bring them up front and overcome them BEFORE they come up.
When I used to sell mutual funds, the biggest objection people ALWAYS had, whether they expressed it or not is that’s it’s not guaranteed.
No investment is guaranteed.
But the upside potential was much higher than the risk.
So, what I did was “brag” about the fact that it wasn’t guaranteed.
I would actually bring up the fact that banks guarantee your money, but they turn around and make much more on your money, because you’re “lending” your money to them.
And when you factor in inflation, you’re actually LOSING money by not investing it.
There’s more to it than that, but the point is…
I brought it up right away, and didn’t wait for them to do it, because I knew it was on their mind and if I didn’t overcome this objection, it’d be an uphill battle for me.
Every product, service, and business opportunity, without exception, has some kind of a flaw or something that the prospect will object to.
Every single one.
By overcoming it on the front end, you not only eliminate the objection, but you also create more trust and credibility by being honest about it.
And once that trust is developed, you’re half way home.
Instead of beating your chest and claiming that your opportunity is the best, find a reason to position yourself, your product and your company as the “best choice” for your prospect.
Life will be much easier and your wallet much thicker :).
P.S. Did you like this post? Hit “Like” and “Share” buttons to spread the wealth and as always, I’d love to hear your thoughts and comments.
Since then, he’s created a number of info-products, generated tens of thousands of leads personally and has written sales copy that has produced near 8-figures in sales for himself and a select few clients.
Latest posts by Vitaly Grinblat (see all)
- The Art & Science Of Writing Sales Copy - September 3, 2014
- How To Get Instantly Motivated Anytime You Want To - June 16, 2014
- Can You Swim With The Sharks? - November 14, 2013