Vulnerability
Let’s face it: in the legal and professional services world, we’ve all been conditioned to present as the finished article – confident, composed, and never caught off guard. Vulnerability? That’s for poets and first dates, right?
Wrong.
This week, we’re turning that stiff upper lip into a slightly wobbly one – because when done right, a little vulnerability can be a sales superpower. It humanises you, builds trust, and invites collaboration. Here’s how to use it without having a full-on emotional breakdown in front of your customer. Enjoy.
#1. Be the co-pilot, not the oracle
You don’t need all the answers. In fact, one of the best ways to build rapport is to say:
“I’ve got a few ideas, but I’d love to explore this with you to find the right fit.”
This isn’t about winging it. It’s about building a solution together, in real time. Co-developing a proposal, testing ideas on the fly, sketching things out on a whiteboard – it all helps build a shared sense of ownership.
It’s also a brilliant way to uncover working styles. You both get to see how the other solves problems, handles ambiguity, and responds to challenge. That’s gold dust for long-term relationships.
You’re not just trying to impress them. You’re trying to partner with them.
#2. Ask for feedback – and actually mean it
Most sellers only ask for feedback after the deal is done, if at all. But what about during? Mid-process feedback shows confidence and care.
“Is this hitting the mark for you so far?”
“Would it help if we brought someone else into the conversation?”
This opens the door to honesty. And more importantly, it shows you’re comfortable enough to be challenged.
Top tip: frame feedback as a favour. People are far more likely to give you something helpful if you show genuine curiosity – and that you’ll do something with it.
#3. Share a scar, not just a success
The temptation is always to lead with polished case studies and bullet-pointed brilliance. But a lesson learned the hard way is often much more persuasive. Try:
“We once did something similar for a customer and, to be honest, it went a bit sideways. Here’s what we learned and how we’d approach it differently now.”
Why does this land? Because it’s real. It shows you’ve been in the trenches. It gives your customer confidence that you’ve already made the mistakes – and won’t be repeating them on their watch.
Just keep it constructive. No war stories for the sake of drama. Make sure there’s a clear takeaway and a positive outcome.
Final thought
Want to be more trusted, more human, and weirdly… more effective?
Stop trying to be bulletproof. Be real. Vulnerability isn’t a weakness in sales. It’s your edge.
We’re building a team of voice enabled AI assistants to support you with BD activities and allow you to spend more time being human. Interested? We’d love to chat.
