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“Without a sense of urgency, desire loses it is value.” –Jim Rohn Let me repeat that because it’s a building block of persuasion: without a sense of urgency, desire loses it is value. That’s an fabulously powerful statement and is perfectly spot on. In persuasion, once you’ve devised trust and a sentiment of rapport with your probabilities and clients, and once you’ve got rid of all doubt in regards to you and your product and service, what then? Are you going to make the sale if there’s no sense of urgency on the part of your potential client? Are you going to get ahead? No, you won’t. Some sales people and commercials construct a untrue sense of urgency– you recognise the ones, ‘act now, only available to the original 100 callers’. . . We all recognise as a result of our modern B.S. detectors that this is merely not true. We know that there are more than 100 Thighmasters or Magic Bullets available for buy and even if you were caller 100,000, you would still have one in the mail to you before the call was over. Now if it’s true, if you only have 12 seats left in your seminar or 12 condominiums left to trade in a peculiar building, then by all means, use it. Then it’s fantastic. There is actual scarcity involved in that case, but for example if you’re merchandising insurance or if you’re in real estate, what are you going to say, ‘I’ve only got 12 houses left’ or ‘There are only 12 more insurance policies available’? I seriously doubt any individual would bite at that. It depends on your industry as to how a good deal of places are left. If you’re retail seminars you could genuinely only have a room that seats 50 or 100 or 10. A good friend of mine ran a seminar a couple of years ago, he sold it for $25,000 or $30,000 a head. They sold out. They had 10 spaces, 10 people, that’s it. They put an arbitrary limit on the amount of space available because they did not want to give it to very numerous people. It was a very, very high end, hush, hush retail scheme and they did not want the world to know regarding it because it would blow it, but they also wanted to get salaried to a great extent for being competent to give that skill that they had proven results with, so they fixed it to ten. How a lot of of you have been on e-mail lists and you see subject lines that after a while they just look like all the other marketing subject lines? They’re like, this is the biggest thing since sliced bread, the best thing since sliced banana bread, the best thing since sliced cream cheese banana bread. It’s like they’re always one upping. It’s the best this or that, or the most powerful this or that. I’m guilty of a great deal of of that myself, thought I undertake my best not to. When humans do this they are attempting to use urgency, they’re attempting to give rise to urgency. We have to develop urgency because without it, there’s no movement. In other words, they have to believe that their needs are going to be met, that there’s some compelling reason to do it now and that’s called ‘the offer’ in sales or in marketing. You’ve got to come up, what’s the offer that would move persons that connects to their dreams and values and that moves them off of center. Now, if you have trust and you’ve got rid of doubt and you’ve formulated urgency, we need to proceed to build desire. |
