Posted in Marketing and Strategy Terms, Total Reads: 1978
Definition: Smoke Screen
Smoke Screen is a tactic which is generally used to hide the real underlying intention behind a particular move. In marketing it refers to a reason given by the client as a reason for not closing the deal and is used to hide the actual reason.
Mr. A, a salesman went to their regular client company XYZ Ltd. To find a new purchase officer instead of the regular person with whom they had good relationships. After hearing the product presentation, the new purchase officer simply said that it was too expensive and that they would be make a new purchase.
This is mostly a smoke screen – the actual reason for the absence of purchase might be anything else – a new cost cutting measure, budget reduction etc.
It is very important for salesmen to penetrate through the smokescreen to understand the real reason for not making the sales. It is important for salesmen to probe and identify reasons for not closing the deal.