Selling on fear is never a good strategy.
Several reasons:
- Modus Ponens (mode that affirms) – making such a statement requires an assumption that AVO does not have any cyber security risks. However, if/when a security issue arises with AVO software and hardware, not only would this make the statement null and void, but could also erode the integrity of future statements. After all, nothing is completely secure.
- If/when the Chinese companies fix and address their cyber security issues, this argument is no longer valid, leaving the market to go back to buying low-cost options. Selling on fear is short term.
- Buying is an emotional action. Buying on a bad feeling, such as fear, never leaves a positive experience for the consumer. This can decrease repeat business. The buying experience must be positive.
Suggestions for camera manufactures selling against the China imports:
- Focus on your own attention to cyber security and less on the competitors lack of cyber security. Tell your story on how your engineers spend considerable time testing against cyber security issues. It needs to be a positive story about your value, not a negative story about their issues.
- Sell on the value of the overall solution. Cameras are becoming a commodity, yes, but not all cameras in all applications. Focus on the value of the solution you are providing, a key part of that is support and the long term answer to the customer’s needs.
- Sell your support and service. Sell yourself, your integrator partners, the level of technical resources, the ability to help design a system that brings value in cost and performance.
There is nothing wrong in capitalizing on the weakness of your competitors, but do not make that the only story you tell. Tell your story on how you are delivering value and answering the growing risk associated with cyber security.
Selling on fear will only go so far.