The Critical Effect

Understand Your Buyer > How To Lose The Sale > The Critical Effect

What is it?

The Critical Effect occurs when you actively criticise and question the decisions and actions your potential client has made.

Why does it work?

No-one likes to be criticised. Even if the KNOW they are wrong. Whilst you can’t agree with everyone, actively criticising and taking a negative tone will only serve to push clients away and destroy any trust and rapport you have with them. Even if you are right and they are wrong, criticism is a delicate and difficult thing to deliver.

How can you use it?

The next time a client shares their situation with you. Treat them to your opinions and advice on what they “should” have done and why they are responsible for the mess they are in. Then count to 10 and watch the relationship crumble before your eyes…


See also:

Find 20++ more ways to lose the sale here.


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