“I bought that dress because it was on sale and I saved R500.”
This is an attempt to render an emotional buying decision rational! What the purchaser was probably thinking was:
didn’t really need a new dress, but that one was to die for.
I look great in it.
When I saw it, there was just no way I was going to say no.”
I was really lucky it was on sale ...I saved R500.
Technological advances are leading to an explosion of information, expanding choices and alternatives and rapidly increasing knowledge. In the face of the avalanche of change and choice we have adjusted the way we make decisions.
We might like to think we make the most thoughtful, fully considered decision possible in any situation, but the reality is we are often deprived of the proper conditions for such careful analysis of the pros and cons.
Very often, decisions have to be made on the spot, and without all the facts. Buying decisions are often not made in the most ideal of circumstances, forcing us to take shortcuts – the decision to buy is often made on the basis of a single, usually reliable, piece of information.
Research has shown that there are a number of triggers that can be used to elicit the response wanted from a prospect.
One highly effective trigger is scarcity:
The feeling of being in competition for scarce resources has powerful motivating properties! Here's a couple of the approaches you can use as a coach to exploit this:
“I strictly limit the number of people I coach to ten a week”,
“Coaching programmes available at 25% discount
ONLY until the end of the month.”
You can examine those triggers and explore how they might be used to shorten
the sale process (and achieve a win-win that is good for the coach,
good for the client) in much greater detail in Selling Your Services