The Power of the Understatement

Group sales training programs

One of the most important rules in selling is to make sure you are representing your product accurately. This means you shouldn't exaggerate any claims, or lie in regards to anything about your product. If you establish yourself as a liar, it will make prospects less likely to believe you, ever, and possibly less likely to want to do business with you at all. Basically, there are two main rules here you should follow:

  • Don't lie
  • Understate some facts about your product

It sounds odd, of course, that one would understate anything about the product. On the surface, it doesn't make sense. You should want to build up your product as much as possible and make it sound appealing. While that is the obvious answer, there are reasons an understatement can be a better choice:

  • You don't have to worry about exaggerating
  • It prevents your sales talk from seeming aggressive
  • The prospect will view you more positively
  • It's more convincing

You shouldn't try to understate all facts about your product, of course. Some should be more accurate and built-up a bit more. The best way to figure out what you'd like to say is to practice. Make a list of all of the facts and benefits of your product that you would usually talk about, and check if any of them are overstatements already. If so, turn them into understatements. When you meet another prospect, your sales talk will be much stronger. Think of it like this: no prospect is going to ask you to prove an understatement.

If you have been exaggerating a bit (or a lot) in your sales talks already, you might wonder how to break the habit. Fortunately, there are ways to do so.

Break the Habit of Exaggerating Product Claims During Your Sales Talk

  • Think about how you can understate facts so that your understatements sound convincing. Don't go overboard on this, as you should still be believable.
  • Know your facts. Generally, exaggeration comes from ignorance, where if the salesperson doesn't know a fact about the product, they make one up, and might lie in the process.
  • Enthusiasm is great, but don't let it get the best of you. Enthusiastic salespeople can get things done, but can also be the most likely to bend the truth.

Mark Anthony has been providing sales, customer service, and telemarketing training for 30 years. For your free consultation, call 888-792-5128.