Many a seller will milk the pain of a prospect.
Wallowing is the label given to delving ever deeper into a potential client problem. Especially with lashings of empathy.
Like a good doctor, always seeming to guess how the next stab is felt.
IBM built an empire on a flavour of this. The classic FUD. Selling specifically on fear, uncertainty and doubt.
The method of ‘always be qualifying out’ often means the tangent of exposing a worst-case scenario.
There’s been a lot of doomstering around the world in the face of an invisible enemy. Understandably so. As I blog this I’ve just learned that – and not from China, where their government continues to lie about tolls and urns – once hooked up to a ventilator, currently 86 of 100 patients still perish. And that figure doesn’t account for the droves not given the bellows because doctors make the death panel call.
In the light of desperate attempts to flatten the curve through unprecedented free-country lockdowns, one (normally antagonistic, oikophobic even) publication writes about the need for a “person to reassure the nation that recovery is in sight”.
“[Former PM] David Cameron described it as “the sunny uplands” passage of a speech.”
How do you structure your pitch?
How’s the balance between fright and hope?
What do you do with your closing remarks?
What’s your ‘sunny uplands’ passage?