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Create a crisis
The traditional sales process is about putting your customer’s mind at ease. You take time to understand them, build a relationship of trust, and reassure them they’re making the right choice.
Or you could opt to scare the crap out of them.
Just as having too much time to complete a project means you delay finishing it (as I found when I got a month’s extension on this text), sometimes there are powerful reasons to push customers into thinking fast and intuitively about a purchase.
Perhaps the greatest exponent of this art is Beanie Babies.
Ignoring early critics who called his soft toys ‘road kill’, Ty Warner understood almost better than anyone the power of scarcity.
He started to nurture ‘sought after’ status for his ...
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