How do you drive urgency in sales? скачать в хорошем качестве

How do you drive urgency in sales?

There are three things that you need for anyone to do anything, according to BJ Fogg – Motivation, Ability and Trigger. Motivation – a desire to do it – can be driven by marketing. Ability is all about whether they can afford it and whether it’s accessible to them – can they get it locally in a shop or over the internet? Trigger is what we’re concerned with here; how can you incentivise someone that is already motivated to buy your product, and has the ability to do so as well, to dive in now? This is where ‘Urgency Drivers’ (UDs) come in. There are three – set-up charge, upgrades and discounts. Set-up charges include delivery charges. If you don’t have one, introduce it today – even if you then immediately discount it to zero for new orders. Already you’re creating urgency – because that discount might disappear at any time. This should be your Month 1 offer. Month 2’s should be a free upgrade to your higher-value product. Month 3 should be a 20% discount. Each time-limited, each honestly executed and each attracting a slightly different customer. You can cycle these through every Quarter to keep things firing. Assuming that you’re targeting the right motivated and able buyers, these could be the triggers they need to take action and buy as a matter of urgency.