Some sales tactics end up deceiving the sellers most of all
As entrepreneurs, representatives of our own brands, and in many respects, salespeople ourselves, we can likely point to our go-to toolbox of tried and true tactics that comprise any good sales pitch. To name a few:
Credibility (using testimonials, social proof, or accolades to edify our brands)A customer-oriented value proposition (what the product or service can do for them)A great hook or sense of urgency (a reason to compel prospects to act now)
One thing notably missing from that list is a sales-oriented pity party. In other words, no self-respecting entrepreneur or salesperson includes “begging clients to take mercy on you and try your product or service” as a selling strategy. Nonetheless, that doesn’t mean that no entrepreneurs or salespeople ever resort to this…and it also doesn’t mean it can’t work.
Haven’t you ever heard an entrepreneur on Shark Tank plead with the sharks “[Lori/Barbara/Robert, etc.], just give me a chance…I won’t let you down”? Now here’s the real question: Can it work?
The answer is more complex than a one-size-fits-all yes or no, but let’s unpack a real-life example I recently encountered — and the consequences it incurred: This is the story of how an eggnog entrepreneur weaponized pity in her grocery store debut…and what you need to know about employing “pity” in your sales pitch the right way (to avoid a similar fate).
Let’s talk about eggnog: Either you love it or you hate it, but if you do love it, you’re probably fiending for your brand of preference every holiday season when the limited-time beverage hits the shelves. It isn’t really an impulse purchase, and there’s significant loyalty year after year among eggnog connoisseurs to their chosen brand.
I’m not saying breaking into the eggnog market as a newbie is impossible, but I am saying you’ve got your work cut out for you. Step one, you’ll have to weed out the nog haters (they’ll weed themselves out pretty…