“When people ask for time, it’s always for time to say no. Yes has one more letter in it, but it doesn’t take half as long to say.”
Edith Wharton 24th Jan 1862 – 11th Aug 1937
This week we’ll focus on increasing sales. Nothing happens without a sale. There is no business, no marketing, no support, no money! Yet so few businesses – especially small businesses – focus on the sales process, or the sales funnel if we are talking about online sales.
So I thought we’d start the week off by talking about using scarcity as an ethical tactic to increasing sales.
We’ve all had this – and done it ourselves; “I need to think about it”. If a prospect says they want to think about it, it means they aren’t coming back. They might mean to. But so much happens. There are so many distractions, conversations, jobs to be done. There could be a multitude of genuine reasons for not getting back to you, but nothing means “no” unless they say “no” – and even then you can still ask why!
But everything they say besides “no” which still results in them walking away may as well be considered as a no. It’s hardly ever – as in practically never – going to result in a sale.
So how many ways do you have to eliminate the prospect’s ability to waffle over time? Scarcity is one way. Urgency is another. Rarity is yet another.
In practical terms:
- The price goes up.
- The bonus goes away.
- Supplies are limited.
- There are only a few spots left.
- I have another guy interested in it coming by later.
- Your competition is gaining on you, or increasing their lead.
- Time is of the essence, act now and get a free gift.
I used the word “ethical” at the beginning and I do mean do the right thing. If you say that the offer ends on Monday, then it ends. If you offer a bonus to the first 20, then no more after that. You have to be sincere and stick to what you have said.
Some businesses have said that they don’t want to turn away a sale after the deadline but you have to. The deadline is the deadline. It will help your business grow in the long run as people see that you stick by your word. They will be “trained” in future when they see another offer or bonus. They’ll act on it quicker so as not to miss out again.
So, how does this apply to online sales and your website? There are various ways we can use…
- A pop up with a special offer.
- A countdown timer with a deadline.
- A bonus which is created to add to the initial offer if purchased within a certain time.
- A product which goes up in price with every sale, so people can see the price increase when they revisit the site.
- A limited edition product with a countdown – only 5 left.
- Cookies! You’ve all seen it. You do a Google search for a lawnmower and then lawnmower adverts follow you around online all day, on every site you visit.
- A “chat now” pop up which allows people to engage with you online while they are on your site.
All of these are methods you will see when surfing the ‘net. Why? Because they work!
Right Click Digital
1 Bridge Chambers
Barnstaple
Devon
EX31 1HB
www.rightclickdigital.co.uk
Tel: 01271 523 586
