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Element 12. “Hot Market” > Score Elevation Tactics

Score Elevation Tactics

It’s not easy to manipulate a market to elevate its temperature in the 21st century. If there are no irrational buying habits and if there is no crisis looming for the customers, this item cannot score well. However, if it does score well, the odds are high that you could actually make a sale or two immediately. Few things are more impressive to vendors and investor prospects than approaches from entrepreneurs with customers in hand. Can you paint and validate a credible picture of imminent large-scale loss of opportunity or harm to existing assets or resources? Can you then portray your product as the perfect solution?

Dr. Market’s Caution:

Assuming that the law is honored, if you are struggling with the ethics of convincing someone to buy your products when you do not believe they need them, what possesses you to believe that you know more than your customer about his or her needs? This sort of condescending behavior about market demand will almost certainly doom your ventures and if this is how you feel, you really should consider a career alternative to starting a business—or, for that matter, being in a business at all. On the other hand, duress and lying are all actionable, so don’t go there either.



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