When presenting to an individual or group, is it better to present only "your side" of why a customer should purchase your product or service or is it better to also present some of the drawbacks or concerns some people may have about your offering - items your competition might present?
According to research, it depends on the specific sales opportunity. In most sales situations, though, it is more credible to present a two-sided message. These messages, in general, are more credible because they acknowledge your product or service does have shortcomings. If it was "perfect," then competition would most likely not exist.
In fact, research suggests that it is worthwhile to disclaim at least one minor feature because it will increase the buyer's confidence that the seller is "telling the truth." The belief that the seller is telling the truth, then, creates credibility in the mind of the buyer and strengthens the positive aspects of the product or service even more. Two-sided messages are perceived as opposing the sales goal, therefore resulting in the belief that the sponsor is honest.
It may also be a good idea to refute the weakness or counterargument once it has been presented. For example, "I can tell you that there is a high likelihood that our product will cost more than others you may consider. The reason is we use the highest quality parts available to reduce the number of breakdowns and ensure a longer useful life for the product."
In general, two-sided messages are more effective when the audience is critical, skeptical or unfriendly (e.g. already use a competitor's products or services); is well educated; or is likely to hear opposing arguments from your competition. In addition, by offering some of your shortcomings, you also lower the customers' expectations for the product or service and lessen the likelihood of dissatisfaction.
One-sided messages are more effective when your audience is friendly (e.g. already use and like your product or service); already favor and/or agree with your message; or they are unlikely to hear counterarguments from others or your competition. If you face competition, then one-sided messages will usually lose credibility with your audience in the long-term.
The bottom line is that you should be honest about the shortcomings of your product or service. Don't be afraid to tell buyers the truth. Buyers will perceive you as more trustworthy, which is often significantly more important than the positive or negative aspects of your solution.
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