It is a popular belief that in order to sell a complex and expensive service, one needs either strong arguments or clever manipulation of the client's perception, if the arguments are weak. In the first case, it seems that simply listing the benefits of the service with bullet points is enough and any reasonable client will be instantly convinced. In the second case, the efforts are directed towards creating a short-term illusion just to close the transaction, with little regard for what happens next.
Apart from immorality, the problem with a manipulative approach is also in the low lifetime value (LTV) of the client. LTV is the profit earned during the entire joint life with the client. In business, the maximum cash flow in the future acquired at a minimal price is valued. The ideal situation is when the purchase of the service happens again and again, seemingly by itself. As for the hoax, it's a one-off stunt. However, convincing with arguments is not an optimal strategy either, as the more complex and specific the client's problem is, the less response standard blind arguments will generate.
It is much more effective to abandon any attempt to convince at all. True expertise is not demonstrated by statements, but by questions. By going through many cases, an expert becomes not a keeper of an archive of dusty answers, but a Master of the Process of developing custom solutions for the client. Each question from the expert, like a blow of a sculptor's chisel on a stone, cuts off everything unnecessary, revealing the essence. That is why, after just a few questions from the expert, the client should feel surprise, relief, and trust: "How well I am understood. I am in good hands." This is a hint that the synthesis of the solution is already in full swing. Wait, what about the sale? There isn't one, but buying a service is. Such is the paradox.
Yours sincerely,
-Alexander
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