{
  "title": "B2B sales: should you make your offer’s limitations explicit?",
  "url": "https://www.shr.swiss/blog/vente-b2b-faut-il-expliciter-les-limites-de-son-offre-en",
  "language": "en",
  "datePublished": "2025-12-07",
  "publisher": {
    "name": "SHR — Swiss Human Resources",
    "url": "https://www.shr.swiss",
    "address": "Esplanade de Pont-Rouge 9A, 1212 Lancy, Suisse"
  },
  "summary": "Acknowledging a limitation can make a sales argument more credible. That does not mean the additional credibility is enough to make the offer more attractive.",
  "section": "Research",
  "topic": "High-Value Selling",
  "place": {
    "name": "Basel",
    "region": "Bâle-Ville",
    "country": "CH"
  },
  "keyPoints": [
    {
      "heading": "What the literature establishes",
      "point": "Carl I."
    },
    {
      "heading": "The mechanism behind a two-sided argument",
      "point": "Ayn E."
    },
    {
      "heading": "The premature conclusion",
      "point": "One might conclude that adding a weakness to every proposal is enough to improve sales."
    },
    {
      "heading": "What these studies cannot settle",
      "point": "These references combine an experiment on persuasive communication with an integrative framework; they do not establish validity in Basel’s pharmaceutical or logistics purchasing contexts."
    },
    {
      "heading": "A practical check in Bâle",
      "point": "One possible exercise in SHR’s « Vente à forte valeur ajoutée » programme is to review proposals intended for Basel’s pharmaceutical and life sciences businesses, Rhine logistics operators or international R&D teams."
    }
  ],
  "sources": [
    {
      "authors": "Weiss",
      "year": "1951",
      "source": "Public Opinion Quarterly"
    },
    {
      "authors": "Hoyer",
      "year": "1994",
      "source": "Journal of Consumer Research"
    }
  ],
  "wordCount": 421,
  "image": "https://www.shr.swiss/img/blog-editorial-2025-12-07-en.jpg?v=4",
  "translations": {
    "fr": "https://www.shr.swiss/blog/vente-b2b-faut-il-expliciter-les-limites-de-son-offre",
    "en": "https://www.shr.swiss/blog/vente-b2b-faut-il-expliciter-les-limites-de-son-offre-en",
    "de": "https://www.shr.swiss/blog/vente-b2b-faut-il-expliciter-les-limites-de-son-offre-de",
    "it": "https://www.shr.swiss/blog/vente-b2b-faut-il-expliciter-les-limites-de-son-offre-it"
  },
  "relatedPages": {
    "programme": "https://www.shr.swiss/formation/vente-forte-valeur/bale",
    "city": "https://www.shr.swiss/formations-ville/bale",
    "blog": "https://www.shr.swiss/blog"
  },
  "citationPolicy": "Citation autorisée avec mention « SHR — Swiss Human Resources » et lien vers l'article."
}