Never tell a person more than what they currently believe about your company. If your prospect has certain opinions about your business or industry they will filter what you say through this perception. What you say will be perceived as sales patter if any pre sale negatives exist.

Sometimes it may be necessary to mention negative points about your business to disarm any bad thoughts, leaving the prospect to focus on the benefits.

When you objectively look at your business both good and bad you can gain a high level of credibility in the mind of your prospect.

Try to make sure you know what your prospect thinks of your company in advance by asking direct questions then adjusting your presentation accordingly.

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