Red Herring Fallacy

What is the Red Herring Fallacy?

The Red Herring fallacy occurs when someone introduces an irrelevant topic or point into a discussion to divert attention away from the original issue. This logical fallacy gets its name from the practice of using smoked herring (which turns red in the smoking process) to train hunting dogs by dragging them across a trail to distract the dogs from following the original scent.

In sales conversations, red herrings often appear when a prospect wants to avoid addressing a particular concern or objection by changing the subject to something unrelated.

Examples in Sales Contexts

Example 1: Price Objection Diversion

Scenario: A sales representative is discussing pricing with a prospect.

Prospect: "Your solution seems expensive. By the way, I heard your competitor just opened a new office downtown. Do you know anything about their expansion plans?"

The prospect has introduced an irrelevant topic (competitor's office location) to divert from the pricing discussion.

Example 2: Implementation Concerns

Scenario: A sales representative is addressing implementation timeline concerns.

Prospect: "I'm worried about how long implementation will take. By the way, did you see that article about AI technology replacing sales jobs? What do you think about that?"

The prospect has shifted to an unrelated topic (AI and job security) to avoid discussing implementation concerns.

How to Counter the Red Herring Fallacy

Acknowledge and redirect: Briefly acknowledge the new topic but firmly guide the conversation back to the original issue. "That's an interesting point about AI, and I'd be happy to discuss it later, but let's first address your implementation timeline concerns."
Ask clarifying questions: "I'm not sure how that relates to our discussion about implementation timelines. Could you help me understand the connection?"
Use a parking lot: "That's a good point to discuss. Let me note it down in our 'parking lot' of topics to cover later, so we don't lose track of our current discussion."
Summarize the original point: "To summarize where we were, we were discussing the implementation timeline and how it would affect your Q3 goals..."

Why Sales Professionals Should Care

Recognizing red herrings is crucial for sales professionals because:

They can derail productive sales conversations and waste valuable meeting time
They often mask underlying objections or concerns that need to be addressed
Skillfully redirecting from red herrings demonstrates your professionalism and focus
Allowing red herrings to persist can prevent you from addressing the real decision criteria

Conclusion

The Red Herring fallacy can be a significant obstacle in sales conversations, diverting attention from critical discussion points and preventing meaningful progress. By recognizing when a prospect introduces irrelevant information and skillfully redirecting the conversation, sales professionals can maintain focus on the key issues that will move the sale forward. Remember that red herrings often indicate underlying concerns or objections, so addressing them with empathy while guiding the conversation back on track is essential for sales success.