In my special report, What I Know For Sure: Lessons Learned in 10 Years of Business, I list 75 topic areas that I have bumped into over ten years. Throughout October, I will randomly choose one of the 75 and expound on it. So here’s today’s:
#45–You may not like it, but the truth is scarcity/limitation sells. When offering a program, offer it only for a limited time, and offer a “scarcity” of seats.
There are marketing techniques that can feel really sleazy and have given the entire selling process a bad name. One of them is putting a limitation on an offer. “Squeezing” people to act, who otherwise probably wouldn’t, by limiting how many units are available (seats of a seminar, books, CD’s, cameras, you name it), and or limiting the time-frame when they are available–either forever (never to be offered again) or at a particular sale price.
We don’t seem to get annoyed at Macy’s for having a 1-Day sale or at any other retail store that threatens, “while supplies last”–but we seem to get prickly when an expert with intellectual-property says you only have today to buy a seat in a program at a reduced rate. There’s really no logic behind our finding that distasteful but not the way retailers use the same sales technique–except we’ve been conditioned since childhood to accept this from stores.
I remember years ago, when I was coaching everyone (smile–and see my report) on inter-personal communication skills, I had been working with a couple for nearly 9 months. They were caught in a vicious cycle and one of them wanted to leave. They had agreed that on a certain date, if nothing had changed, the one who wanted to leave would make a decision: stay and accept things as they were, or leave. Part of my job was to ensure that they upheld that very terrifying agreement of a final date. I allowed them to move it back one time, by one month, but then I said, “Okay, then on September 14, you’ll be here in my office with a decision.” They trusted me and they came and the one who wanted to leave was quaking in her boots. I didn’t even know what her decision was; I wanted her to tell us both at the same time. She couldn’t get the words out. But I held her to the “squeeze date” because the truth was, she was ready. She just couldn’t do it on her own. Finally–and ONLY because she had a limitation–she blurted out that she wanted a divorce. It was rough ride for the rest of that session, but she was able to claim what she really wanted.
A week later, she called met to say, “Lizabeth, I thank GOD for you.”
I did many things in our time together, but the most effective was setting a limitation on their vicious cycle: to say, “It’s got to end and it’s ending on this particular date.” And I had the professional integrity not to let them renege on what was best for them.
This is why I believe in limitation in sales. I know that the result they’re going to get with a program or product of mine is going to change their business in profound ways. In other words, it’s the best thing for them. But I also know the squirrel-y mind chatter of the human being, and how someone could easily tell themselves they can do it themselves, or now isn’t the time–and continue in their vicious cycle. What I’m doing, in passionate good conscience, is stopping their pattern of continuing the status quo that does not work. I put a limitation so they will act on a better decision. I am clear that doing so is the best thing I could do for them…but only because I know that my work is the best thing they could buy.
So, if you’ve had an emotional struggle with setting a limitation on an offer, I truly hope you will digest what I’ve said here and see it through an entirely different lens. Of course, if you doubt your own work, it’s possible that is getting in the way of your issuing a time or unit-restriction. Check in on that first: do you know that you deliver powerful, life or business-changing results? If you do, then give your prospects the gift of squeezing them to do what they really want and need to do.
Get all 75 tips PLUS an invitation to join me in celebrating 10 years on a free call October 10th, PLUS much more! http://inspiredleadershiptraining.com/10Years/report/
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NOTE: The sales page indicates the wrong price; but when you click to order, you’ll see the sale price.
