Turn Weaknesses in Selling Strengths

It can be very challenging to sell for a company that's not strong in your target market. However, it's a truism in selling that there's ALWAYS a way to reframe weaknesses into selling strengths. For example:

• Weakness: Nobody has ever heard of my firm.
• Strength: They can't have negative pre-conceptions.

• Weakness: We've only been in business a short time.
• Strength: We've got something new and different to offer.

• Weakness: We're bloated with bureaucracy.
• Strength: We have many people willing to help.

• Weakness: We're tiny, with only a handful of people.
• Strength: We don't have a bureaucracy to weigh us down.

• Weakness: Our product is untested in the market.
• Strength: In today's world, innovation is priceless.

• Weakness: I'm too inexperienced to call on top executives.
• Strength: I can offer them a fresh perspective.

• Weakness: Our product cost more than the competition's.
• Strength: We're the best so we cost the most.

How well does it work? Well, that depends entirely on how good you are at convincing yourself -- and your customers -- that the strength (not the weakness) best represents objective reality.

And that takes a lot of self confidence. So that's a strength that you've actually got to have, if you're going to pull this off.

READERS: I challenge you to find me a weakness that can't be reframed into a strength.