In his current posting, Sims Wyeth argues the validity of using FUD (fear, uncertainty and doubt) as a means of pursuading and selling.  This is a hotly debated subject. 

Not long ago, Charlie Green wrote a post arguing against the use of FUD in most cases.  I took issue with Charlie’s aversion to so useful a tool.  Certainly, there are big, bad thinks out in the world and if a client is unaware of them, it’s appropriate to bring them to his attention.  In other words, to use FUD.

Today, for variety, I will take issue with Sims.  There are many cases in which FUD is inappropriate, and some clients are annoyed when the professionals they deal with resort to fear tactics, reminding them of threats that they are well aware of.  These are people who are more interested in greed, opportunity and glory (or GOG, if you will).  GOG sells, too.  It sells much better than FUD to people who are achievement oriented, and that’s a category that includes some important people.  Most CEOs, for example, are achievement oriented.  With such people it is often more effective to focus them on the good things that would result if they take the right action, instead of on impending disaster.  Instead of painting a picture of a scorched earth, paint one in which they are rich and famous, in which they create business history. 

Achievement oriented people are easy to pick out.  They’re the ones who see opportunity at every turn, instead of problems.  They’re the ones who talk continually about growth, profits and all the neat things they plan to do.  In addition to CEOs, many Chief Marketing Officers, and heads of research think this way.  Ask these people questions like:

• How fast could this company grow, if you could get the right stars to align?
• If you could bring your new version out ahead of the competition, how would that change your position in the market?
• If you weren’t being held back by x, what would you do with this company?

So, over the next few weeks, try selling GOG a couple of times.  It can be a lot more fun than dealing in FUD.

This entry was posted on Thursday, June 19th, 2008 at 4:51 pm and is filed under Rain making. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.