Boo! To Close the Sale, Sometimes You Have to Scare ‘em

If you are selling a product that your customer
might not be too familiar with, you might want
to try this approach.

Have you ever seen an insurance commercial?

These guys are masters at what I’m about to tell
you.

You know, the ones where the happy family is driving
along in the minivan singing songs and then…

BAM!

The side of the car is crushed in a pile of
broken glass and excitement.

Then they pan out to the friendly neighborhood
insurance rep that comes out of the sky on a white
horse and saves the day.

…or something to the effect.

What they are using is FEAR.

And they are masters at it.

You see, Josh insurance companies know that
they are selling a relatively boring product that
most people know they NEED, but don’t really WANT.

This is a bad combo for these guys, since we all
know that we should be marketing to our customer’s
WANTS, not NEEDS.

…sooo they put a wrench in the equation.

They scare the living crap out of you.

They make you have a quick panic attack to think
“what if that as my family?”

Fear of NOT having your product can be a really good
way to position yourself if you sell something that
is loss-prevention-like, or a commodity.

These are products that people are not real thrilled
about buying, and may need a little jolt to start
thinking about them.

Yes, this can come across as manipulative, and for
that reason I purposely left this one out of the
Underdog Sales Bible.

…but, you can get 37 other ethical way of selling
by checking it out here:

Sometimes, there is no way around it. It is your job to
bring your product to your customer if you know that it
will help them.

And sometimes your just have to scare the pants off them
in the process.

Until tomorrow,
-Joshua Black

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