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Creating Urgency


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									Creating Urgency
"Without a sense of urgency, desire loses its value." --Jim Rohn
Let me repeat that because it's a building block of persuasion: without a
sense of urgency, desire loses its value. That's an incredibly powerful
statement and is absolutely spot on. In persuasion, once you've created
trust and a feeling of rapport with your prospects and clients, and once
you've removed all doubt about 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 prospective client? Are you going to get ahead? No, you
Some sales people and commercials create a false sense of urgency-- you
know the ones, 'act now, only available to the first 100 callers'. . . We
all know as a result of our advanced B.S. detectors that this is simply
not true. We know that there are more than 100 Thighmasters or Magic
Bullets available for purchase 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 sell in a particular 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 selling 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
anyone would bite at that.
It depends on your industry as to how many places are left. If you're
selling 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 many people. It
was a very, very high end, hush, hush marketing strategy and they did not
want the world to know about it because it would blow it, but they also
wanted to get paid heavily for being able to give that skill that they
had proven results with, so they limited it to ten.
How many 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 greatest 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 some of that
myself, thought I try my best not to. When people do this they are trying
to use urgency, they're trying to develop urgency.
We have to create 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 people that connects to their dreams and values and that
moves them off of center.
Now, if you have trust and you've removed doubt and you've created
urgency, we need to continue to build desire.
Kenrick Cleveland teaches techniques to sell to affluent clients using
persuasion strategies. He runs unique public and private seminars and
offers home study courses, audio/visual learning tools, and coaching
programs in persuasion techniques. Find more free articles at
http://www.MAXpersuasion.com/blog - Be sure to sign up for his free
report entitled "Yes! Persuasion."

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