 Sales
Moves Best Practices
Creating a
Sense of Urgency, or “Hurry Up and Buy!”
by Jeffrey Gitomer
One of the questions I
always get is, “How can I create a greater sense of
urgency in the buyer?”
The questions you need to ask yourself are:
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Is this person really the
decision-maker? And usually he or she isn’t.
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Do they have a sense of urgency?
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Is there an objection you haven’t uncovered?
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Do they really want you?
I’m going to address this issue from both sides - why
they will and why they won’t decide. It’s a perspective
issue, not an opposite issue. (Half full, half empty, or
partly cloudy, partly sunny.)
Why do people decide they will buy?
They believe it’s safe. The customer feels that buying
presents a safer way to go than the way they have right
now.
They’re willing to risk. They believe risk is lower than
the reward of ownership. Risk is measured by tolerance.
And risk is often unspoken. No one is going to say, “I’m
afraid to buy.” Rather they’ll say, “Your price is too
high.”
They believe it’s the best deal. They have sold
themselves, or justified the emotion of the moment with
the logic of afterthought.
They want it bad. Emotion drives purchasing. People will
line up a day in advance, pre-order months in advance,
and pay hundreds of extra dollars to get what they
really want. HARD QUESTION: How can you get people to
“really want” what you’re selling? The answer lies
within the four secret words of selling: “perceived
difference” and “perceived value.”
They’re passionate for it. Sports, weekend travel or
activities, hobby, ball game, or eBay. Willing to pay
fast and maybe pay a premium. Whatever it is, price is
not the issue.
They need it bad. When hurricane Hugo hit Charlotte,
North Carolina in 1989, two-hundred-dollar chainsaws
were selling for a grand. Don’t even ask about bottled
water. The price of gas doesn’t matter when your tank is
empty; neither does the price of cigarettes when you
need one and you’re out. Out of stock and production has
stopped? Price bows to availability.
Impulse. See it. Want it. Justify it. Buy it.
Greed. They believe that if they buy, that they will
make a significant gain, or keep someone else from
getting it. (eBay is a classic example of “gotta have
it.”)
Vanity. They believe that if they buy, they will look
better or gain “one-up” on someone.
Fear. They’re afraid that if they don’t buy that they
will lose. NOTE: Fear of loss is greater than desire to
gain.
There are tons of other triggers for urgency. Here’s a
list -- pick the ones your customers might use, or one
you might relate to: Deadline. Lowest price. Convinced
by self. Persuaded by others. Must get this done.
Compromise (not what I really want – but it’s the most
practical). Things on sale. Deals. Lowest price.
REALITY of URGENCY: It’s not just what I want, or what I
need. It’s what I feel safe buying, the best time to
buy. It’s complex. There is no answer for “urgency.”
Especially when YOU need the sale and the customer is
hesitating for no apparent reason. It’s their motive,
emotion, and logical justification balanced with their
tolerance for risk, and you can even throw in outside
influences. YIKES! Many decisions are made based on the
person making the sale. Reflection of who you are – your
beliefs and principles – the salesperson’s passion and
self-belief being transferred.
The type of person you are determines your motives to
buy. Same with your customer. Me personally, I don’t
settle. If a store or a supplier has a “similar product”
but not the brand I want, I go to another store or
another vendor. Or I’ll just not make a purchase at all.
Others will settle. Which are you? More importantly,
which are the buyers you’re trying to convince? And
while there is no one answer -- your understanding of
the situation will help you gain awareness of each
specific situation.
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Jeffrey Gitomer is the
author of The Little Red Book of Selling and The Little
Red Book of Sales Answers. President of Charlotte-based
Buy Gitomer, he gives seminars, runs annual sales
meetings, and conducts Internet training programs on
sales and customer service at
www.trainone.com. He can be reached at 704/333-1112
or e-mail to
salesman@gitomer.com
If you need more information on urgency, go to
www.gitomer.com, register if you’re a first time
user, and enter the word URGENT in the GitBit box.
© 2007 All Rights Reserved - Don't even think about
reproducing this document without written permission
from Jeffrey H. Gitomer and Buy Gitomer. 704/333-1112
www.gitomer.com |
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Published September 2007,
Volume 1, Number 6,
Bay
Area Business Magazine
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