"I always tell prospective clients about the chinks in our armor. I have noticed that when an antique dealer draws my attention to flaws in a piece of furniture, he wins my confidence." -- David Ogilvy (1911-1999), Confessions of an Advertising Man (1963)
Consider This:
We all have insecurities. Things that we believe make us look bad or weak. Convinced that they'll hold us back if exposed, we often go to great lengths to try to hide them. Rarely do we consider the opportunity we miss as a result. With the right perspective, our shortcomings aren't liabilities - they're assets. Exposing weaknesses takes strength. It shows confidence. Moreover, it's a powerful way to ease tension, connect with others, build trust, and show your humanity. Not to mention it's refreshing.
A client and close friend of mine is excellent at using shortcomings to his advantage. A serial entrepreneur, he's started several successful companies. A few years ago, I happened to be with him on a significant sales call that had the potential to put his new company on the map. At one point the potential customer asked how well capitalized the company was. A lesser person might have danced around the issue, but my friend got right to point. He said, "To be honest our financial situation is not good, we've got 6 more weeks of operating capital and then we're in trouble - I'm really hoping that a sale to you today can help us with cash flow." The customer laughed and replied, "I thought that might be the case - I could see the desperation in your eyes - but I didn't think you'd so readily admit it. Thank you for being so honest." He ended up winning the business and the client later told him that his honesty was a big part of their decision.
Try this:
1. What are you insecure about?
2. Who do you try to hide it from?
3. What's the cost of hiding it? stress? strained relationships?
4. Practice being more open about your daily struggles - perhaps starting small
5. In the process you'll give others the permission to do the same - unlocking energy all around you.
Doug Sundheim • Executive Coach, New York City • dms@clarityconsulting.com
Related Stories: | Topics:Leadership, David Ogilvy, New York City, Doug Sundheim, Business, Startups |
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Recent Comments | 4 Total
October 6, 2006 at 1:30pm by mahendra kumar dash
All the points pointed out are prevalent in every one's mind.The exceptions are also there ,but it is very few ,and if they get noticed then the result comes.
October 6, 2006 at 1:32pm by mahendra kumar dash
Every one has that apprehensions in mind.few exceptional people tide over that,and if they get noticed then the result is quick.
October 6, 2006 at 8:39pm by Nils Davis
"Honesty is the best policy" - sounds familiar :-)
There's two parts of this - one is the sales person him/herself, the other is about the product:
I have heard of sales people who deliberately play up a weakness, such as klutziness or being a bad dresser, to put the customer at ease and make an emotional connection. The reasoning is that no one a) believes or b) likes someone who's perfect.
And we always know, as in your furniture example, that the product we're looking at has flaws, and that the person who's selling it to us knows about the flaws. So telling us about the flaws (perhaps a subset of the flaws) makes it seems like the sales person doesn't take *us* for stupid. Therefore we like the sales person better, which makes us more likely to buy.
October 8, 2006 at 2:27pm by Daniel Smith
We build trust by showing something other than our 'best' side. We ought be careful about precisely what we reveal - there are some flaws or weaknesses that are endearing, though others that might jeopardise our objective. Designing the most appropriate image remains important, even if we disarm the other party with selective disclosures.