URGENT!! URGENT!! Creating a Sense of Urgency in Your Customers
12 Feb
We’ve all heard the saying,
“Hurry up and wait,” right? Well, as a
business owner your new mantra should be “Hurry up and BUY!”
Getting your customers to develop a sense of
urgency when they walk through your doors should be one of top goals. There are several questions
you can ask yourself to help achieve this goal:
- Is this person really the decision maker?
- Is there a sense of urgency?
- Is there an objection you haven’t uncovered?
- Do they really want your services?
Let’s think about why people
buy and how you can capitalize off of the “why” factor. Here are some of the reasons people buy:
- It’s safe.
Customers feel the buying presents a safer way to go than if they don’t
buy – or than if they stay doing what they are doing right now. - The risk is worth it.
The belief is that the risk is lower that the reward of ownership. Many
times, risk is unspoken – no one likes to say “I’m afraid.” Instead
they will say, “Your prices are too
   high” or “I don’t see what I am looking for.” - It’s the best deal. The buyer has sold themselves on your product or service. They have completely justified the emotion of the moment.
- They want it.
Emotions drive purchases. People will pre-order months in advance to
get what they REALLY WANT especially if they perceive it to be what
others REALLY WANT too. (think: PERCIEVED VALUE) - They have a passion for it. Think sports, hobbies, weekend, kids. In these cases, price becomes
a non-issue. - They need it – bad.
In this case, price bows to availability. Examples include snowstorms
and people need shovels, snowplows, and food – you pay what you have to
in order to get the LAST ONE…Or, if you are out of gas on the
interstate and you see a gas station, you will pay whatever you have to
in order to fill up your tank. - Impulse. See it. Want it. Buy it.
- Greed. Buyers believe that if they buy something, they will keep someone else from getting it (think eBay – out-bidding someone else).
- Vanity.
If a person buys something for a higher price, then their status rises.
Designers know this and market bases off of this tactic completely. - Fear. If a buyer does not buy the product, he will lose something (credibility, rank, status, etc.)
So, how can you turn these emotions
into a sale in your own environment? For starters, when a prospect walks into your store, he or she has to
have CONFIDENCE in you and your products. It is the trust you establish that sets the tone for the sale.
If you keep going down the
list, you can create this same type of “need for urgency list” for all of your customers…TRY IT!
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