Greg Milliken tells us about the origin of FUD—Fear, Uncertainty, and Doubt. Think “Nobody ever got fired for hiring IBM.”
In other words, it’s selling by spreading FUD about your competitor, rather than by focusing on helping the customer.
FUD-based selling, as Milliken eloquently points out, rots the soul. And while I ultimately think that trust-based selling is more powerful, let’s give the devil his due—appealing to fear is a pretty powerful drug.
FUD is one manifestation of why “sell” is still considered a four-letter word in many parts. Why don’t people trust a whole lot of salesmen? Because a whole lot of salesmen aren’t trustworthy! And many of them use FUD. But FUD is just a subset of a larger category.
The biggest reason for not trusting a salesperson boils down to this: if they’re in it for themselves, they are not in it for you. And if they’re not in it for you, then you are perfectly right not to trust them.
Great salespeople live with a great paradox: IF you are able to focus on other people and get them what they want, then—paradoxically—you get what you wanted all along too. But—here’s the key part—as a side effect, not as a goal.
The modern corporate ethos is almost diabolically designed to thwart this kind of good sales thinking. It tells us, over and over, in a million ways, to figure out what we want, then figure out how to get it. Break it down. Design a process. Do a needs analysis. Do competency modeling. Define metrics. Measure. Reward. Tweak, fine-tune, and repeat.
Problem is, this way of thinking destroys other-focus from the outset. You will never be hugely successful at selling if you believe the modern corporate litany, because it can only, and always, be about you and your objectives. That logic leaves no room for the paradox of caring about others.
FUD, of course, fits very well with a goal-oriented, self-aggrandizing methodology. If the purpose is to gain sustainable competitive advantage over a competitor, then the customer becomes simply a metric, a vehicle, a means to an end. FUD is a straight line that bypasses any genuine concern for a customer.
FUD fits the unexamined approach to corporate selling. Which is why sell is still such a four-letter word.
Except, that is, for the exceptional salespeople, who recognize an eternal verity—the best way to get what you want is to focus first on helping others.