Stop Giving Business To Vendors Who Use Fear-Based Marketing
However, I have a moral issue with vendors who try to scare me into buying something, so I inherently refuse to do it to my clients or prospects. YES, I am positive a scientific market study would show that salespersons who use fear based marketing have better results, and are more productive. Yes, I believe Sun Tzu and others would agree that this is the best way to win a war (he talks a lot about intimidation of competitors too, but that is different).
Hitler is a prime example of successful fear-based marketing. The way he spoke, the movies he made and distributed to the world, the mass flags and insignia that were hung by every flagpole in Europe (if you have been to Europe, you know this is a lot of flagpoles)... these were all used to great effect and almost resulted in taking over an entire continent. Just because it worked, did this make Hitler a good man? Of course not, nor did he succeed in the long run.
Just today, I was contacted by the yellow pages because an ad I have running is up for renewal. I told the sales rep I was considering canceling since everyone just uses Google these days. His response? "Your competitors have ads in the same section, and 45% of people in the Permian Basin still use the book." This really rubs me the wrong way. Don't scare me to try and get money out of me. That 45% is obviously not my target market as my prospects are all Owners or CXO's.
The most recent atrocity of fear-based marketing I want to alert you to resides in my very own industry. I am a good guy, but there are a lot of insurance "brokers" out there that will do anything for a buck. They give my profession a bad name and it really gets under my skin (though I refer to myself as a "consultant" not a "broker"...LOL). The newest "trick" has to do with the new IRS Section 6055 & 6066 reporting re: The Affordable Care Act that has to be filed in January 2016 for the 2015 plan year.
This is very confusing to many of our clients, so we have provided multiple emails, webinars, seminars, and one-on-one conversations about it, etc.. However, it is not as complicated as another broker trying to get his/her foot in the door might make it seem - don't fall for this trick! Just about every one of my clients has reported to me that another competing agency has called on them and scared them about information they "should be gathering." Once I talked to them, I calmed most fears. Here are the facts:
- The insurance carriers we work with along with our Account Representatives at STA are already tracking who was enrolled when, which is one part of the filing. We at STA will provide you with ALL the necessary information to file.
- The value of the insurance is easily obtained by a carrier billing (or we can tell you what it is, or we will provide the value if you are self-funded). This is the second part of the filing.
- Your CPA or accounting firm will be the one to actually help you complete the forms (or we have a third party vendor that will do it for you).
Remember, Hitler lost.