The Urgency Factor
There are a few common misconceptions about the human race, especially when creating a marketing plan. We tend to create the “perfect buyer” in our heads, thinking that our marketing plan is flawless, and that everyone who looks at our services will immediately want to buy. Well, it’s always a little rough to face reality, but you’re going to have to in this case. Just like humans don’t automatically fall into love deeply at first sight, just like humans don’t always say what’s on their minds right when it comes to mind, just like humans don’t even pee when they first have to, humans aren’t impulsive enough to just look at something, and buy it, and especially not with the way the economy is right now. This puts you in a position to give urgency to the potential buyer. Give them no other choice, let them know how much they need this service, how much this service will get them through these trying times unlike any other solution you’ve ever had for them. Let them know that others are doing the same thing, and that they need to jump on the bandwagon before it’s too full and it leaves. Humans in general are a little like sheep; they go with the herd. It’s called herd-mentality, and it means that if people see other people doing something, they are more likely to repeat the behavior themselves. So, with that said, if someone sees other companies using a service, they’re going to want to use it as well. And, on the other side of the coin, if people aren’t buying a service, well, you know the rest. Your job is to make sure customers and prospects know how much they need your company and the services and solutions you have to offer. Don’t give them other options. Don’t be shy about selling what you need to sell. Let the potential buyer know not only what the service will do for them, but also what will happen if they wait to purchase. Or worse, what will happen if they don’t purchase at all. Being aggressive shows authority on your part. The potential buyer will notice this, and will feel automatically needy of whatever it is you have to offer. Be sure to tune in to what the people are asking for. Right now, its saving money, and it’s trying to market your company when times are tough. Call out to that. Grab on to someone, and don’t let him or her go until you know they’ll make a move. It’s the only way to get someone reeled in with the economy the way it is right now. Remember, be aggressive! B-E Aggressive!