Fear, uncertainty and doubt (FUD) are all classic marketing, PR and sales strategies that we often shrink from. Yet they fueled IBM during the 1970's. Microsoft during the 1980's, and SAP today. ("The best run companies run SAP" - and with that they took over the world)
The tactic is around creating doubt over current strategies, plans, products or methodologies. The best means of employing it is through either questioning specific weak points in a way that exposes the risk, or through accentuating the positives of their brand.
In my experience - the positives win.
Why should they go with your process mapping solution? Or your hire firm? What is it in your track record that appeals to their career and professional aspirations personally?
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