Being persuasive is governed by six principles.
In The 6 Principles of Persuasive Presenting:Part 1 we talked about the first principle – reciprocity
and how you can use it in your presentations to be more persuasive.
So now lets look at
Principle No. 2 – Scarcity
People want more of the things they can have less of….
In a study conducted by the researcher Amram Knishinsky, wholesale beef buyers more than doubled their orders when they were informed that a shortage of Australian beef was likely owing to poor weather conditions there. In addition however, when those purchasers were told that the information came from an exclusive source not generally available to the public their orders increased by 600%!
(By the way both of the scarcity statements were true).
During the last 50 years scientific studies of persuasion have shown time and time again that we hold rare and unique items to have more value.
When things are exclusive or only available in limited quantities and for a limited time we want them more.
The term limited edition is used as a sales and marketing incentive for all sorts of items.
It was originally used to describe books and prints but now includes a whole range of products such as cars,music, films and fine wines.
They have a perceived greater value because of their scarcity and we can use this when talking about your business.
Most people in sales these days have moved away from describing the features of what they offer and now concentrate on the benefits
..but this is not enough on its own. If you want to be more persuasive then you also have to point out to your audience what is unique about your proposition and what they stand to lose if they fail to consider it.
So how can you use this in your presentations?
Here are three ways …
1. Give them only part of the information…..
They only get a limited amount of what you can give which whets their appetite for more or you point out its exclusivity.
You still give them something of quality but you limit it’s availability.
The rest can be had if they want it but they have to take some sort of action to get it.
2. Tell your audience what is unique about you
Tell them what is genuinely rare and unique about your products and services.
How do you stand out from your competitors?
How specifically are you different?
3. Outline what they stand to lose
Describe as vividly as you can what the situation will be like for them if they don’t take up your offer.
Show them how things won’t change if they miss this opportunity.
Ask them if they want to be left behind……
When you apply the principle of scarcity by simply and honestly pointing out that your products, services, help are limited you place a greater value on them to the point where people appreciate them and you more.
And when you pass on information that is unique to you but fail to point out its exclusivity then you could be losing an opportunity to influence and persuade.
Next time we’ll look at how you can use Principle No. 3
with best wishes for your success,
Cath Daley Ltd.
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