What is Reverse Positioning?

Imagine a well-known lifestyle company asking its customers not to buy an item of their clothing?

Sounds ludicrous right?

That's exactly what Patagonia did in 2011 when they sent an email to their customers asking them and I quote: Don't buy this jacket!

The result was ironically increased sales and brand awareness.

Patagonia used a technique known as positive reverse psychology or reverse positioning.

Their primary goal was not to sell the jacket but instead to bring awareness to a cause they cared deeply about, namely environmental change.

Here is an article from Patagonia themselves addressing that very ad and their reasoning behind it.

What can we learn from this as sales professionals?

Stop trying to sell everybody every detail of your product or service. This alone will set you apart from the majority of other reps.

In the right circumstances get comfortable with telling prospects that you may not be a good fit for them. Not every willing buyer is a good customer!

The next time a prospect is comparing you to a competitor apply this concept of reverse positioning.

Rather than trying to convince them of how amazing your product or service is, try explaining why you might not be a good fit and then tie it back to your company's overarching mission.

Think of this as a returning boomerang. With the right grip and throw watch as your prospect comes right back to you.