Disney - Bad Yeti!Nothing chokes the life, love, and respect from a deal quite as vehemently as scare tactics. 

Seriously, if someone attempts to “sell me” with scare tactics, it makes my choice so much easier—“NO!” Any mild interest simply melts away and I go cold.

Whether it’s a product, service, or contract that seems like a relatively good idea, I can’t help it, scare tactics are repellent to me. Clearly, this strong of a reaction indicates some level of pride (or stubbornness) within myself; so sure, I have a fair share of pride and I’m a tad stubborn too, but I think that’s true of most consumers.

SCARE TACTICS ARE INSULTING AND MANIPULATIVE:
If the product, service, or contract really works, makes sense, performs, pays off, moves the needle or whatever, then that’s the pitch—not fear. Scaring me into a decision either implies I’m too stupid to grasp the real value at hand or that there is no real value and I should start running in the opposite direction.

You might liken this to a political election where, when a politician has nothing constructive to offer, tries to scare the voters into believing his/her opponent will bring devastation in some form or another.

PRODUCT FILLER TASTES SLEEZY:
Help the consumer make an informed choice based on what is known. It’s wrong to “caulk-the-gaps” (i.e. speculate about the unknown) with illusions of fear aimed solely at closing the deal.

The agent says, “You should buy this house now. What if mortgage rates go up tomorrow?”

So, what if they do? I suppose there’s always a chance, but is that an immediately relevant concern? It’s certainly a discussion worth having at some point, as interest rates may indeed rise, but these kinds of questions and statements are mostly used and abused in the form passive-aggressive scare tactics to incite a home buyer into action.

Far too often, sales consultations focus on the unknown, rather than the known, in an attempt to steer the consumer into some kind of a decision. But watch out, consumers will eventually wise up to this ploy. Bottom line, scare tactics are self-serving and don’t benefit the consumer—so enough already!

(Primary photo by Joe Penniston via Compfight)


Jason Pantana, Realtor, Speaker, NashvilleJason guides real estate professionals through current and emerging trends in consumer behavior, sales and marketing, and entrepreneurship. To invite Jason to speak or to schedule a consultation, visit: www.JasonPantana.com/Contact