Are Appointment Setters All About the Ugly Truth?


One particular marketing pitch you’ll run into on occasion usually starts with claiming a “shocking truth” on a particular subject. Whether it’s dieting or tax management, it’s like good marketing’s become synonymous with exposing the ‘ugly truth’ about something. Are B2B appointment setters the same?

Here’s the truth about pitching the ‘ugly truth:’ Truth isn’t the problem. You can argue the case for your product with the strongest evidence. But if you persist with an ‘ugly truth’ attitude, you’re not going to win a lot of happy conversations with prospects. Here are just a few reasons why:

  • It’s demeaning – It takes a special sort of skill to present disparaging facts about a sensitive topic yet still come out with converts. A risk like that though isn’t healthy when taken in excess. Most of the time, you should seek to answer a prospect’s objections without putting them down.
  • It’s insensitive to culture – Understanding the a prospect’s organizational culture is important if you want sales repts to give a fitting presentation. But when you’re just all about what turns them off instead of what justifies them, you demonstrate a deliberate lack of sensitivity.
  • It focuses on undesirability – Instead of focusing on what customers want, you stick to getting their attention on what they don’t want. The problem with this approach is that you’re necessarily inclining them towards a particular solution.
  • It’s often confrontational – Naturally, you want prospect’s to meet with you not give them more reason not to. This doesn’t mean you shouldn’t challenge their long-held views. But if you do so in a manner that irreverently discards them, the emotional reaction is going to override their decision.
  • It provokes negative backlash – Not a lot of companies can successfully strive on negative publicity. (Although, many are still trying.) Carrying on with the impression that you’d rather offend people with the truth is just counterproductive when your main objective is to sell an idea. People think the ISIS terrorism group are unsung masters of Social Media. But as of this report, it’s starting to look like their terrorism is clearly the hard sell that it actually is.

No matter how unpleasant you think certain facts might be to your target audience, you’ll get more with honey than you would with vinegar. Present facts in a way that’s not an offense to your prospect’s interests.