Practical Sales Training™ > How To Get Attention > Negative Advantage
What is it?
If you’ve ever waited 2 minutes for a pint of Guinness then you’ll be aware of “good things come to those who wait”. Rather than seeing this delay as a negative, Guinness have turned this into a defining feature of their product.
Why does it work?
It works because most negative elements are hidden or removed where possible. To promote a seemingly negative element of your offering and reframe it to a positive is not only unusual but intriguing as it is challenging conventional thinking.
How can you use it?
This is very much easier said than done!
To start with, think about all of the negatives around your offering.
Then think about how they could be re-framed as positives by flipping them on their head.
- Takes a long time = implies quality
- Costs a lot = implies quality
- Difficult to use = only for clever people
Example
“Good things come to those who wait” has been Guinness’ angle for a long time, implying the 2 minutes it takes to make a Guinness is evidence of it’s quality.
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