Fear marketing : Time to move to a more virtuous sales approach

Fear marketing emphasises the risks to which the prospect is exposed in order to take advantage of them for commercial purposes. It is used at every stage of the sales process:

• raising the spectre of disaster to grab attention,
• identifying customers who are the most eager to protect themselves
• explaining how a solution works in the event of a risk,
• encouraging action by showing the cost of inaction.

In these anxious times, when threats abound, is fear marketing still relevant in B2B marketing?

What are the advantages and limitations?

Is there a virtuous commercial approach to risk?

What are the conditions for success?

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