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How absolute statements can damage your sales efforts

Absolute statements have a strong impact on sales, yet are often made by people selling services and goods.

short sales

absolute statements struggle

Nothing is absolute. Wait, did I just…?

Nothing is in the absolute… although that in its own right is a very absolute statement which may go to show the illogical nature of thinking in absolute terms. In making absolute statements (like “everyone loves Twitter,” or “You are never on time,” or “No one goes to Starbucks anymore”), the relativity of existence is all but discounted. Rarely do things go over well with 100% of the people they are affected by. After all, the list of cliches in support of that idea goes on and on; one shoe doesn’t fit all, you can’t fit square begs into round wholes, etc.

So for the purposes of rhetoric alone, speaking in absolute terms in all likelihood is a flaw when it comes to sales strategies.

One reason that relativity is so important in sales is the component of trust. Building a trustworthy relationship between vendors and clients is integral to the success of any sales team. To effectively do such a thing, salespersons must be aware about the subjective needs of their clients in addition to having a depth of understanding of the products they aim to sell.

Avoiding absolutes as a means of improving your brand

Having that knowledge can allow a sale’s person to highlight the attributes of a product that fit those individual needs. Although it seems that meeting the needs of the customer is much more important for retaining their business than pushing a product as a panacea for all their businesses’ ills.

Avoiding absolutes is one way to get customers to weigh the impact of their decision. In doing so, the power is slightly shifted into their court but doing so allows them to make informed decisions that they are responsible for. This allows a sale’s person to break through the barrier that their inherent motivation to sell can create. When customers are given choices, insight and advice, a salesperson’s intentions begin to seem much more sincere than simply optimizing revenue for their business.

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The same can be said of communication as a whole within the business world. When dealing with others, being able to avoid absolutes creates more cohesion in decision making. This collaborative effect leads to stronger bonds with colleagues and more considerate decision making between them.

At the risk of sounding contradictory; it may be best to avoid absolutes at all.


Written By

Brian Clark is a Staff Writer at The American Genius and The Real Daily. He earned a BA in Political Science from The University of Massachusetts, and works in the legal industry by day while also balancing his writing career.

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