The Science of Selling: Part 2 - Scarcity

In our previous instalment we revealed the power of giving and the natural tendency for people to feel obliged to return what they have received for themselves first – the reciprocity principle.

Part 2 takes a closer look at our second principle of persuasion in our bid to unlock the secrets behind successful selling… scarcity.

“Scarcity; the state of being scarce or in short supply”

We are all familiar with the saying that people want what they can’t have. As it happens, there is more truth behind that saying than most of us realise.

Over the course of our working day we are constantly prioritising tasks and making split-second decisions on what to do next and where to spend our time.

Most of us are making these decisions on auto-pilot and our priorities are often dictated by outside influences and deadlines.

That’s why it’s important to add an element of scarcity to the services you are pitching to your prospects. By creating a degree of scarcity, you are creating an opportunity for your prospects to miss out on something.

And as soon as people feel like they are going to miss out, the natural tendency is to re-prioritise to make sure they don’t!

Put the scarcity principle to the test and see what sort of impact the fear-of-missing-out (FOMO!) has on your prospective clients and your sales close rates.

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In part 3 we will be uncovering the principle of authority.