Would They Say That If Customers Were Listening?

I’m not sure when it happened: Talk about low-end, sneaky tactics finding its way into the mainstream of supposedly responsible discussions about how to acquire customers.

The worst part is that the arrogant and brazen tone of these communications gives the impression it’s all part of the normal, accepted way of engaging with customers and doing business.

It’s not. Now or ever. Sure, there have always been sleazy schemes to trick people into buying something. But they’ve generally been the exception. Mostly, people with products and services to sell have genuinely felt they had something of value and wanted to communicate that to prospective customers in the hopes some would buy it.

Folks, there’s always been a “sales funnel” for all kinds of products — real estate, cars, home furnishings, clothing. It was there long before there was online commerce. And guess what: Buyers know about it and usually they don’t mind. They’re shopping and they’re receptive to suggestions that they ought to buy what the seller is offering. They’re even ok with being moved along the steps in a process — whether it’s in a bricks-and-mortar store or website — as long as it leads to their getting a product they want at a fair price.

But how would a customer feel if she were to read these articles, blog posts and speeches featuring Big Talk that refer to her as one of “tons of people” herded into the funnel, “hounded” to consider a product, getting hit with a “bait-and-switch” offer and then tricked some more into “saying nice things” about the company and its product?

And how would you feel if your company name were associated with that kind of crude, exploitative language, cynical attitude and underhanded motives?

I can’t tell from the articles whether it’s just loose, immature talk or whether it represents a real shift in what some people consider ethical selling practices. Even if it’s just talk, there’s a risk that impressionable readers might think it’s ok to actually do this stuff to people.

In any event, it’s a disturbing trend I hope doesn’t spread too far or stick around too long.