Every game-changing strategy I’ve learned in business started with a problem, and this one was no different.
I’m running a SaaS AI startup, helping businesses automate their processes with cutting-edge AI solutions. Everything’s going smoothly until we hit a major snag—one of our key features (model performance monitoring) encounters a bug right before a big client presentation. Now, in that moment, most startups would scramble to fix it, try to distract the client, or worse—pitch a different feature that might not fully solve their problem.
But instead of doing any of that, I decided to be upfront. When the client asked about the feature, I told them exactly what had happened and suggested a temporary workaround they could implement using another tool they already had—one that wasn’t even ours. And guess what?
Instead of losing faith, they appreciated the honesty and ended up committing to our platform, confident that we were the right long-term partner for their needs.
This wasn’t a fluke. I tested it again and again, with the same result every time: increased trust, higher customer retention. This is the moment I realized I’d accidentally discovered a tactic that would change the way I approached client relationships forever. It wasn’t about pushing our product at all costs; it was about creating genuine trust by acting in the client’s best interest, even if it meant recommending a solution outside of our platform.
This simple shift in mindset became the cornerstone of what I now call the “ghost product” tactic.
Here’s the thing—everyone thinks sales is all about pushing your product, but that’s where they’re wrong. The real game-changer? It’s in what you don’t sell. When I stumbled on this by accident, I doubled down and crafted what I now call “ghost products.” These are the things you don’t carry or don’t push. Instead, you tell your customers to grab them somewhere else, usually cheaper. Sounds crazy, right? But here’s why it crushes.
When you straight up tell a customer to get something for less from another source, you’re doing two things: first, you’re killing any notion that you’re just another salesperson trying to make a quick buck. Second, you’re proving that their interests come before your profits. That’s a fast track to trust.
In the deep-tech world, where every deal is high-stakes and complicated, trust is your golden ticket. By flipping what could be a weakness—like not having a certain product—into a strength, you’re not just another vendor; you’re the trusted advisor. This move doesn’t just boost your credibility—it primes you for those high-margin sales on the stuff you do carry.
Implementing the ghost product tactic didn’t just change my approach to sales—it completely transformed my business. After adopting this strategy, I noticed something remarkable: customers weren’t just buying—they were buying more, and they were coming back. The trust I had built by prioritizing their needs over my profit margins translated into loyalty and long-term relationships.
Take this for example: Before using ghost products, my closing rate hovered around 50-60%. Not bad, but I knew it could be better. After I started actively recommending alternatives that I didn’t even carry, my closing rate skyrocketed to nearly 100%. Customers began to see me not just as a seller, but as a partner who was genuinely interested in their success. And the data backed it up—average order values increased, and repeat business became the norm.
But it wasn’t just about the numbers. The real impact was on the relationships I built. Clients began referring others to me, and word of mouth spread faster than any marketing campaign could. The trust I established through this simple tactic became the foundation for a loyal customer base that kept my business thriving.
This is the power of ghost products: by making small sacrifices and putting your customers’ needs first, you unlock the potential for exponential growth in sales and customer loyalty.
Now that you understand the power of the ghost product tactic, let’s talk about how you can implement it in your business. This isn’t just a gimmick—it’s a strategic approach that can be tailored to fit any sales process, especially in the complex world of deep-tech.
Step 1: Identify Your Ghost Products: Start by reviewing your product lineup. Look for items with lower margins or those that aren’t essential to your core offerings. These will become your ghost products—the ones you’ll recommend customers buy elsewhere. The key is to ensure these products are useful, but not critical to your main sales goals.
Step 2: Train Your Sales Team: Your team needs to understand the psychology behind this tactic. Train them to recognize when and how to introduce ghost products into a conversation. The goal is to build trust, not to push sales, so it’s crucial they learn to approach this with authenticity.
Step 3: Integrate the Tactic into Your Sales Pitch: When engaging with customers, subtly weave the ghost product into your pitch. For instance, after discussing your primary offerings, suggest an alternative product that they can purchase elsewhere. Be specific—mention where they can get it and why it’s a good deal. This transparency reinforces your commitment to their best interests.
Step 4: Monitor and Adjust: As with any strategy, it’s important to track its effectiveness. Monitor your closing rates, customer feedback, and overall sales performance. Be prepared to make adjustments as needed. If certain ghost products aren’t resonating with customers, switch them out for others that might be more relevant.
Step 5: Scale and Optimize: Once you’ve fine-tuned this tactic, scale it across your sales processes. Incorporate it into your marketing materials, sales scripts, and customer interactions. The more consistently you apply it, the stronger the trust you’ll build with your customers, leading to more sales and long-term loyalty.
By following these steps, you’ll be well on your way to turning what could have been a missed opportunity into a powerful sales advantage.
The ghost product tactic is more than just a sales strategy—it’s a mindset shift that can ripple through your entire organization. When you prioritize trust and transparency in your sales process, you set a standard that can redefine your company’s culture. In the deep-tech world, where complexity and uncertainty are the norms, this culture of trust becomes your competitive edge.
Foster Transparency Across Teams: Start by promoting transparency not just in sales, but across all departments. Encourage open communication between product development, marketing, and customer service. When every team member understands that the customer’s best interest comes first, it creates a unified approach to problem-solving and decision-making.
Lead by Example: As a CEO, your actions set the tone for your organization. By practicing the principles behind ghost products—like putting customer needs before profits—you demonstrate that integrity is at the heart of your business. This kind of leadership inspires employees to adopt the same approach, creating a company-wide culture of trust.
Embed Trust in Your Leadership Style: Trust isn’t built overnight—it’s cultivated through consistent actions and decisions. Regularly involve your team in strategic discussions, listen to their input, and be transparent about the challenges your company faces. This openness not only builds trust internally but also empowers your team to take ownership of their roles, driving the company forward with a shared sense of purpose.
Measure and Reward Trust-Based Outcomes: Finally, incorporate trust-based metrics into your performance reviews and reward systems. Recognize employees who go the extra mile to build customer relationships or who make decisions that prioritize long-term trust over short-term gains. By aligning your incentives with these values, you reinforce the importance of trust in every aspect of your business.
By building a culture rooted in trust, you don’t just improve your sales—you transform your entire organization. This shift positions your company as a leader in the deep-tech industry, where integrity, innovation, and customer success become the pillars of your long-term growth.
Throughout this article, we’ve explored how a simple, yet powerful sales tactic—ghost products—can transform not only your sales process but your entire business. By putting your customers' needs first and building trust through transparency, you can significantly boost your conversion rates, foster long-term relationships, and create a culture of trust within your organization.
To recap, here are the three key takeaways:
The next natural step on your journey is to dive deeper into advanced sales tactics or explore leadership strategies that can further elevate your deep-tech company. By continuing to prioritize trust and authenticity, you’ll not only achieve sustainable growth but also position your company as a trusted leader in your industry.
Partner with us now to unlock explosive growth, custom-tailored funnels, and unparalleled revenue acceleration - because in the world of deep-tech, those who innovate fastest, win biggest.
We help growing tech companies increase their revenue with our proven AI strategies for marketing and sales.
We help growing tech companies increase their revenue with our proven AI strategies for marketing and sales.