THREE WAYS TO IMPLEMENT THE STEALING THUNDER EFFECT:
1. ADMIT THIS COULD BE A VERY SHORT MEETING. State, “There’s a fair chance our products are too expensive for your firm …” In other words, be willing to admit we all came to the meeting without enough information, but now that we’re here, this may not be a solid fit. Of course, this kind of Stealing Thunder enhances perceptions of your organizational credibility because people do not expect organizations to reveal anything negative about themselves.
2. ACT FIRST. If you think there’s a high chance your buyer will raise potentially negative information about your product (and positively highlight the competition), thereby creating thunder, it is a mistake to let it echo unaddressed. It isn’t enough to tell people the issue doesn’t matter or that “you’ll show their thinking to be flawed.” You have to go the extra step of explaining how and why it doesn’t matter. Act First. Anticipate the buyer’s admiration of the competing product, and steal their thunder by addressing the negative information in your opening – before the Buyer does so after your initial pitch.
3. DON’T HIDE THE PRICE IN CONFUSING PACKAGES. Instead of trying to sugar coat your rates or make it sound lower than the real price, say: “I’ll tell you right now–you’re not not gonna like this–our price is high.” Then let them know that if they want the Walmart version of what you do you will be happy to introduce them personally to someone who sells at low cost, low quality. Next, say: “While we don’t offer the Walmart version, our price is fair.” The words “you’re not going to like this”, prime the audience to trust you. This makes your next statement, pointing out that you charge a fair price for the service you provide, much more believable.