I’ve been doing sales coaching and training for residential Plumbing, HVAC, and Electrical service contractors for the last few years and today I want to discuss the use of “scare tactics.”
More than once, I’ve heard this concept floating around in the industry that “fear motivates” and therefore “scare tactics” work to generate sales in the field.
While it is true that a “fear of loss” or a “fear of consequence” can motivate an individual to take action, it’s important to know how to best use this strategy and it’s imperative to know how it differs from using “scare tactics.”
Using “Fear Of Loss” Instead Of “Scare Tactics”
I want to make sure I make something abundantly clear here … It is my professional opinion as an industry sales coach and trainer that “Scare Tactics” are sleazy, unethical, manipulative, and largely ineffective. Unless of course the effect you desire is to have upset prospects?
It is true that most people buy on emotion. It is also true that people are more likely to remember how they felt when dealing with you than they are to remember specific details about your interaction.
Good News! You actually get to decide whether your prospects will have positive feelings or negative feelings after dealing with you.
Your choice of words will play a huge role in how the other person feels about being engaged with you. Yes, words can create feelings, so choose them wisely!
So, what is a “scare tactic?”
“Scare tactics” typically include an exaggerated or unknown outcome with the sole intention of inciting fear and anxiety with the hope that the prospect will in turn be motivated to take action to resolve that fear.
Here Are A Couple Extreme Examples Of Scare Tactics:
“Imagine what might happen if this T&P valve on this old water heater were to malfunction and this thing suddenly blew up.”
“You know, a cracked heat exchanger could kill your whole family.”
You might be thinking, “How is ‘fear of loss or fear of consequence’ any different than using scare tactics?” Allow me to explain the key difference:
“Fear of loss or consequence” deals with a known outcome coupled with a clear and specific solution.
Here Are Some Examples Of Fear Of Loss:
“This coupon for ‘$35 off an additional service’ does expire today. Did you want to take advantage of the coupon and go ahead with that additional service today then?”
“In order for us to ensure a timely start date and completion date for this project, we do need to secure a minimum 10% down payment today.”
Now, you can probably feel the difference between “fear of loss” and “scare tactics” just by reading the examples provided above.
In the examples of “fear of loss” we outline what the prospect might “miss out on” or what they might “lose” if they do not take a specific action.
I.e. They would “miss out on” saving an extra $35 if they don’t choose to take advantage of the coupon.
I.e. The prospect would “miss out on” a timely start and completion date for their project if they don’t submit a down payment today.
Which tactic feels better to you? How would you feel if a sales person used a “scare tactic” to try to sell you their product or service?
The Real Effects Of Using “Scare Tactics”
Naturally, the initial effect a “scare tactic” would have on a prospect would be fear and anxiety.
But, what happens next? Does fear and anxiety actually motivate someone to take the action we want them to take?
Consider these famous words spoken by Franklin Delano Roosevelt during the Depression, a time of great fear and anxiety:
“So, first of all, let me assert my firm belief that the only thing we have to fear is fear itself … which paralyzes needed efforts to convert retreat into advance.”
Did you catch that?
Roosevelt says, ‘Fear paralyzes’ which prevents ‘efforts to advance.’
Is this true? Does fear really paralyze people?
Well, according to science, YES! Fear-Evoked Freezing is real!
Think about how a deer reacts to a loud noise or to your headlights at night. The first thing the deer does is it freezes in place to assess the situation and determine what it should do from there. Sometimes, the deer even stays frozen in place right there in the middle of the road despite you honking at it and swerving all over the road. Other times, the deer takes off quickly after the brief hesitation.
Other animals have a natural reaction to simply freeze in place in response to fear. Rabbits, squirrels, chipmunks, and even goats are known to freeze in place when startled or otherwise scared.
Video: What Happens When Goats Get Scared
We as humans tend to have a similar reaction to fear and anxiety. First we freeze up, then we either stay frozen or enter into the “fight or flight” response.
Have you ever been so scared that you can’t move?
According to Robert B. Cialdini, award winning psychologist, bestselling author of Influence, and Professor of Psychology and Marketing at Arizona State University, when confronted with a “scare tactic” many people become paralyzed by fear and reconcile their anxiety by “blocking out” the message or denying that situation could apply to them at all.
Cialdini says that “Simply scaring customers into believing that a product or service can help with a potential problem might cement them into inaction if there is a failure to provide specific, achievable steps that they can take to avoid the threat.”
So, stay away from the “scare tactics” and remember:
“The Only Thing We Have To Fear Is Fear Itself.”
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About The Author:
Patrick is a Husband, a Father, a Modern Entrepreneur, the Founder of BizPAL.org, and the Creator of BizPAL’s Automated Recruiting Program.
He holds certifications in Social Media Marketing, Facebook Advertising, Inbound Marketing, Business Automation, and more!
Fun Fact:
Patrick was born and raised in a predominantly Amish community in Northern Indiana.
Got questions about the Amish? Ask Patrick!
Patrick is the son of a Career Tradesman and is extremely passionate about helping the Contracting industry grow and advance.
He has over 10+ years of experience in Customer Service, B2C Sales, Social Media Marketing, Sales Training and Coaching, Business Consulting, etc.
He has spent the past 7+ years working with Service Contractors from coast to coast to increase their Sales, boost their Profits, increase Customer Satisfaction and Brand Loyalty, and improve their Operational efficiency by Building Creative Solutions and Implementing Innovative Ideas!
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