How to Use an “Anti-Sell” to Convert More Leads

Good Morning. It’s National Chocolate Day, and like Forrest Gump said, “life is like a box of chocolates.” The same goes for sales: you never know which prospect is going to turn into a deal and which one’s going to ghost you after three promising calls. Some are sweet wins, some are a big waste of your time. But either way, you’ve got to keep reaching back into the box (or CRM in this case). Now, let’s get into today’s Follow Up. (:

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You’re grinding away at your pitch, aiming for ABSOLUTE perfection, and you thought you nailed it on the call.

You did EVERYTHING right.

Only… your prospects are unimpressed, or even put off. 

What’s happening? 

The times of prospects expecting a perfect pitch are gone.  Prospects don’t want perfect. They want real. 

They want to know you, trust you, and make a human connection with you. 

In fact, showing an imperfection to a prospect makes you come across as more human and someone they can actually trust.

This is called the Pratfall Effect. It’s a phenomenon that explains how, once someone trusts you, witnessing an imperfection like making a mistake actually makes you more endearing. 

In short, when you show your imperfections, you show your authenticity. 

Everyone knows that no one’s perfect, but no one really loves to admit it about themselves. 

It sounds counterintuitive, but it works.

Here’s how to put multiple anti-selling techniques together. 👇

Say that five times fast…

It’s true, though. 

The more pushy and perfect you seem, the less interested your prospects will be. 

You’ve probably run into a pushy, polished salesperson in your own life. (Shout out to the car salesman I talked to last week!)

The over-polished perfection immediately triggers skepticism in the people you’re talking to. They’re wondering what you’re hiding, and what you know that they don’t. (Hidden fees? Slow service? A shady past?)

Every single product has at least one weakness or downside. 

And when you’re honest about that weakness, it’s refreshing for the people who feel like they’re constantly being pitched. 

You stand out from what they expect from a sales rep and earn trust much faster.

Now, it’s time to admit your weakness and turn it into an opportunity.

Here are a few ways you can do this: 

Speak candidly about the right fit for your product.

Say something like, “It’s not perfect for X. But it is ideal for Y.” 

You’re on the phone with a prospect because you think they could be a great fit. So be clear about who isn’t a great fit. It helps them see that they’re not just another number to you. 

Reframe objections with honesty and integrity.

For example, “It’s true. I’ve heard that [Competitor]’s product is cheaper. But there’s usually a reason for that. Based on research, ours outperforms theirs in these 3 areas.”

This shows your prospect that you’re aware of the failures of your product or service. But you’re also clear on why you have those failures. There are tradeoffs for your selling points. 

Embrace uncertainty.

Use a classic phrase like, “I’m not 100% sure, and I don’t want to give you the wrong info. Let me confirm that with my team, and I’ll get back to you by the end of the day.”

If you don’t know, don’t act like you do.

It will lose you credibility much faster than admitting you don’t know. 

Selling should be a collaboration. It’s you and your prospect figuring out if you’re a good fit for each other. 

It doesn’t need to feel like a performance.

The strongest pitch you can make likely won’t even sound like a pitch. It will be a conversation with a friend, where you let them get to know you, what you do, and show them how you can help them. 

The best deals don’t feel like you are persuading anyone of anything. They feel like you’re revealing the truth. 

And the truth wins.