Problem
Samantha was leery about door-to door selling but saw some tremendous income potential when she joined the Good Health Filter Company (GHFC). She thought, "With all the hullabaloo about air pollutions and its contribution to ill health, these filters should be a cinch to sell." GHFC manufactured furnace air filters and claimed that they would reduce indoor air pollutions by 90%. The company chose to distribute its products directly to homeowners so salespeople could deliver a standardized sales presentation.
During her training, Samantha was given a sales kit that included sales literature and an actual filter that was loaded with contaminants that no homeowner would like to see in their home. The demonstration filter had been exposed to conditions that would not be found in most normal homes and was left in place longer that the recommended replacement interval. The idea was that people would see the filter and perceive it as being effective at improving their health. When combined with the "scary" sales literature, it would be tough for people to say no. In reality, the filter was less effective than most of the air filters that could be purchased at any home improvement store.
Samantha couldn't miss. Each time she made a presentation, she emphasized how the home's occupants would enjoy healthier air. At twice the cost of regular air filters, she was making some healthy commissions.
Task
• Is Samantha doing anything wrong?
• Is she creating a need that in reality may not really be present?
• Are "scare tactics" a legitimate selling technique?