I try my best to keep a finger on what’s new, hot, trendy, and (most importantly) working in the world of sales and marketing. Some things are just momentary blips on the radar and gone in a moment. Products and theories come and go every day that claim to be life-changing, then time proves otherwise. But every now and then, you stumble onto something that’s going mostly unnoticed. Still, it’s impacting what we do and how we do it, and probably not for the better. There’s a dangerous trend right now that could affect the way contractors sell.
Last week I found an article explaining how many companies are using manipulative tactics to get people to take actions they otherwise might not, or at least not just yet. This method is called “Dark Patterning,” and even though you might not have noticed, you probably experience some form of it daily. Ever bought an electronic device and were immediately offered an extended warranty? Nothing wrong with that, right? If it’s a major purchase, what’s another $12.99 to make sure you’re safe? Well, the problem comes with the verbiage that usually accompanies it: something along the lines of, “90% of our customers add the coverage.” Chances are that the statement is not anywhere close to true, and they’re just trying to convince you the add-on is the popular, therefore SMART choice.
Ever been shopping online and notice messages popping up at the bottom, showing, “Mike M. in TX just ordered his new mattress”? While you’re trying to do 5 minutes of research, you’ve seen 18 “real-time purchases” come across, and it seems like these mattresses are selling like wildfire. Those messages are completely fake, almost 100% of the time. Have you received an email with a “Special offer just for you,” and there’s a countdown until your offer expires? There’s no nuclear apocalypse when the doomsday timer hits zero. It usually just starts over. Same with most “limited quantity, act fast” type messages. They’ve got plenty, but the goal is to get you to act without thinking. They want you to fear missing out on an opportunity that SO many others were smart enough to take. Are you smart enough to do this too? Are you? Huh?
Now say you’re able to resist. Ever got the message of shame? Publix sends a coupon for $1 off your next stockpile of Hungry Man frozen dinners, and instead of clicking an X to close out the offer, you must click, “No, I don’t like saving money.” That sounds like something a bratty younger brother would say. Still, companies have found that more people are willing to go ahead and SPEND money on things they didn’t want than admit they don’t like saving money! Backward? Yeah, the human mind can be that way sometimes.
Now, this goes a LOT deeper than just the point of purchase pressure sale too. Many companies are designing things into their websites and sales techniques that make it super easy to do things they want you to do and super hard to do things they don’t want. Did you know some companies design what looks to be smudges or specks of dirt into their banner ads so that when you try to wipe it off your cell phone screen, they get a click? Companies legally must put opt-out options at the bottom of their email solicitations, but that does not mean they have to make them easy to find. They’ll hide them in the copy and use wording that’s anything but clear. Amazon is known for being one of the easiest to use websites in the world. That is, until you try to delete your account, and you find that after navigating through four very specific menu selections, you still have to speak to a representative for help. By design, you cannot delete your account on your own, and they want the process to be as frustrating as possible.
I’ll let you fall down the rabbit hole I’ve been in even further if you dare, but that should give you enough examples to see there’s some really underhanded and shady stuff going on out there from some of the largest companies in the world. Sales and retention tactics not built on pushing the products but built on emotions like fear, frustration, and outright lies. So, how does this affect you?
Last year, a bill was brought before congress aiming to outlaw dark pattern marketing, calling it “manipulative” and “predatory.” Nothing has been done legally just yet, but many articles are being written and news stories published to alert people to the fact they’re being played like fiddles. Bait-and-switch, misdirection marketing, confirm-shaming, and roach motel are sales terms that the general public is now learning about. And as more of these things come to light, it negatively impacts consumers who are growing more and more jaded and skeptical of ALL business transactions by the day.
Ask yourself, is it harder to get homeowners to trust your company’s word than it was 20, 10, or even 5 years ago? How about service agreements? Consumer Reports say consumers in 2020 are 25% less likely to sign a long-term contract of ANY TYPE than they were 5 years ago. And here’s the part that’ll make you furious: It might have been their lying cell phone carrier or cable company that burned them, but it will make them say no to your contract too. Other people’s marketing tactics will impact your business. While retail companies online can burn through customers, grabbing one transaction after another from all over the country, and never look back, you don’t have that luxury. You need repeat business in your service area. You need glowing reviews and referrals. You need to keep their trust… or you’ll be out of business.
Bring your Business into the Light
The best way to combat the manipulative marketing out there is to look completely different from what most consumers have grown to expect. Remembering these words can help you ease your prospects’ minds enough to trust you for the sale.
Transparency: Mean what you say, stand behind it, and be upfront about any issues that might arise. People are so used to being told what they want to hear and not what they need to hear, honesty and integrity will get you noticed. If you run a promotion guaranteeing a certain percentage of savings and someone calls you on it, pay up. I promise, unless you’ve made a ridiculous claim, the benefits of proving you stand by your word will far outweigh the cost for those where the results weren’t typical. Guarantee every part of the experience; tell the customer what to expect with no surprises.
Don’t set off any alarms: Avoid triggers like fine print, especially a lot of the tiny kind. It’s true that most customers never read it, but if there’s too much of it or the font’s too small, they automatically think you’re trying to pull something over on them. That goes for word-of-mouth communication as well. Salespeople who talk too much or too fast immediately set off the “do not trust” warnings. Learn to listen much more than you talk.
Release the Pressure: High-pressure, “sign-here,” “offer-ends-at-midnight” type sales situations don’t give customers time to research what’s best for them and make an educated decision. Every car salesman wants you to drive off the lot in something new, not going home to think it over. But the salesman who gets repeat customers is the one who guides the customer, not just to a sale, but to the right purchase. You’ll be amazed at how customers will warm up to the thought of upgrades, larger purchases or contracts when they feel they were given valuable information from a trusted expert then allowed to make their own wise decision versus getting smooth-talked or railroaded.
Yes, selling with integrity is more of a long play, and unfortunately, committing to doing things the right way is a lot riskier than it used to be. But a customer you’ve treated right that gives you their lifetime business is worth a lot more than a few quick sales. Stay away from the lure of the dark side. Separate yourself as one who’s willing to put the customer first with no gimmicks or tricks, and your reputation will grow.
If you’d like more information about how to rise above the others and set yourself apart through great marketing, Hudson,Ink would love to help. Reach out to me at (800) 489-9099 or email me at [email protected] to start the conversation.