❌ Why You Should Unsell
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a week.
Enjoy the 166th Podup, with special thanks to ChatGPT Consulting - a proven 4-week program to transform your team’s productivity and creativity.
Today, you’ll learn about the power of unselling thanks to the Logan Bartlett Show.
Most people focus on selling their strengths, but the real power lies in what you unsell. Emery Wells, founder of Frame.io, shares why showing your true colors - whether in hiring or customer interactions - can make all the difference.
The power of unselling
When I interview people, I unsell them.
I say these are the most controversial ideas we believe. This is the way we operate.
For example, I tell them I want to work with people who have a high tolerance for pain.
I throw it all on the table so they're actively choosing to sign up.
Emery Wells
Why it matters
You can also use unselling for building trust with customers.
At Medicspot, I use this approach when conducting patient calls to discuss if they want to buy Mounjaro. By stating, “If you’re looking for the cheapest option, we’re not for you,” I set honest expectations that build trust.
Unselling also minimizes dissatisfaction down the road. It helps people self-select out of an experience that won’t align with their needs. This helps you focus on people who truly value what you offer.
Another way I use unselling is in job descriptions. Here’s a snippet of a recent JD we posted:
“This role might not be for you if…
You need a clear 5-year career plan. If uncertainty and ambiguity make you uncomfortable, this role isn’t for you. Our path forward isn’t always straight, and opportunities arise in unexpected ways. We need someone who can adapt, pivot, and thrive in the unknown.
You shy away from tough problems. If you prefer to stay in your comfort zone, or are looking for an easy role where you can coast, this isn’t the right place. We’re tackling some of the biggest health challenges out there, and we need people who are excited by hard problems and keen to learn new skills to solve them.
You don’t like wearing multiple hats. If you want a narrow role with fixed responsibilities, Medicspot isn’t the right opportunity for you. In our team, everyone contributes in various ways beyond their core responsibilities. Flexibility is key, and you’ll be expected to jump in wherever help is needed.”
Next steps
Unsell your services - On sales calls, be upfront about who your product or service is (and isn’t) for. Highlight limitations or areas where you might not be the best fit.
‘This might not be for you’ lists - Include a section on your website that sets realistic expectations. You can frame this as “Who this product isn’t for” to attract the right audience. This also plays on reactance so customers want your product even more.
Be authentic - Share your values openly. Customers and new hires appreciate brands that are bold enough to say, “This isn’t for everyone, and that’s okay.”
Your thoughts
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