Using scarcity to sell your services is a concept rooted in the fact that people make important buying decisions for emotional reasons.
Let's consider an example of someone who has just bought a new dress. She tells her best friend:
“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 something like this:
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! Let's look at how you can use scarcity to sell your services.
Here are a couple of the approaches you can use as a life coach to take advantage of this and use scarcity to sell your services:
“I strictly limit the number of people I coach to ten a week”,
“XYZ Coaching programmes available at 25% discount ONLY until the end of this month.”
“Look, I am highly selective about the clients I take on as I want to give them my very best attention. I really need to know you are committed to this.”
“I only accept five new clients a month on to my premium coaching plan as I want to keep it exclusive. Right now I have four clients. Can I count you in for the final slot.”
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.