We’ve previously discussed the phenomenon of “hate-selling”, whereby instead of offering you an attractive process at a good price, companies (driven by the logic of the marketing conversion funnel) create processes that generate the appropriate clicks, profits, and retention rates but destroy the experience. Jim Groom finds another instance that looks like hate-selling: the process of buying a domain name. (Link)
The term hate-selling is of recent vintage, first used in August 2015 to describe the travel industry. See Hate-Selling
The sequence Groom describes looks familiar. Sudden upgrades and special offers appear as you try to quit the service. Now it turns out you can get the service cheaper, as long as you say you are quitting.
We care so much about you as a customer that we’re going to stop overcharging you. How does that sound?
Then comes the fear. Jim describes the pitch:
Next comes the fear. WARNING! You actually want to leave us! We can’t help you once you do, and everything could go to shit and you’re own your own. Are you really ready for this. Don’t do it. We know you overpay, but you’re relatively happy, right? You still want to go? Well, then click this box which frees us of any responsibility of helping you. Goodbye
This pitch has been discussed elsewhere on wiki. See Fear-Selling Methodology
Other stages follow. This is really final! You should call us to talk about it. You have to call us to talk about it.
It’d be interesting to think about what the hate-selling industries (travel, domain names, cable tv, cell phone service) have in common.