Short YouTube dialogue (two speakers) demonstrating a sales/marketing persuasion technique called the "Damaging Admission": lead with an obvious negative objection, then follow with the positive benefit so the positive message sticks. Includes concrete examples (e.g., "Our service is really expensive, but it's the best in the world") and an explicit definition explaining why this inoculation against objections increases sales.
Here's a weird way to get more clients. Say the negative part first. Watch the difference. Our service is the best in the world, but it's really expensive. No, flip it. Our service is really expensive, but it's the best in the world. Here's another example. I deliver incredible results, but I don't work with everyone. If we flip it, it's going to sound like I don't work with everyone, but I deliver incredible results. When you lead with the negative and with the positive, the positive sticks.
Yeah, he's absolutely right. What he's describing has a name. It's called the Damaging Admission. And just like it is better to inoculate against the disease than to fight it after you have it, it's better to inoculate against the known objection than to overcome it after the fact. So, yes, if your offer has an obvious objection, don't hide it. Lead with it and use it as the reason that you're different. Use it as the reason that you're better. Use it as the reason that they should buy, not the reason that they shouldn't buy. Transform it from a source of shame into a source of pride, and you will make more sales.
