Well I’m not sure confusing customers so that they buy works, but the one tactic that does is FUD.
Fear, Uncertainty and Doubt
It’s the process of finding weakness in your competitors, and exaggerating and maybe even a few lies about them to try to knock them out of a competitive sales process.
In very competitive spaces, in fact, sales reps are often given Anti-FUD datasheets and updates monthly (or even more often) as counterpoints when prospects bring FUD up.
FUD works. Not always, but in many cases. It can also backfire when prospects know or learn some of the FUD isn’t true, or is too exaggerated.
But knowing your competitors’ weaknesses is important in sales. Bringing them up honestly, and at the right time, and in the right context, is an important sales skill to hone.
