Shock & Awe.  When It's Time To Take Some Selling Risk

Article Date: June 19, 2006

When you are the favorite going into a selling competition, the idea is obviously to be conservative and hold the lead.  But what about if you are a long shot?  Have no relationship going in?  And little chance of winning the beauty contest?

This could be a scenario where you can intelligently decide to take more risk, since you theoretically have little to lose, but perhaps much to gain, with a breakout presentation.

I remember starting off one such pitch by saying, "Thank you for having me here today, but I have decided to withdraw my name from the competition.  I don't think this group is ready to take the radical steps needed to turn around this operation."

The group, obviously curious and borderline upset, then grilled me with follow up questions, allowing me to connect emotionally at the highest, hottest issues at the heart of the matter.

On the buy side, I was interviewing developers for a major building, with each team featuring a virtual entourage of specialists.  The last candidate showed up alone... different and impressive in his total confidence.  His great line... "developing a building doesn't require an expensive think tank."

The moral of these stories is that it can make sense, particularly when the odds are long, to step out of the box and stand out with provocative ideas or a new look.  Your voracity could just be the tonic for a buyer who has been bored to tears by mediocre, "safe" presentations!

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