Playing Hard to Get: The Principle and Power of Scarcity

Article Date: July 10, 2006

You know the old saying... we want what we can't have.  But is it true?  In a word, YES!

Human beings are always alert to the availability of resources... it runs deep in our survival DNA.  And when we perceive that something we may want might be in short supply, a very powerful impulse kicks in to be sure we capture it while we can.

How do we convert this principle to sales? On the product side, it's easy... automobile salespeople are masters at "get them while they last."  The service side is more challenging.  One technique is to refer to your calendar and say... "I have a few more openings this month."  Or... "We are launching two other initiatives as we speak.  We have room for one more if you would like to get going ASAP."

The key is to be subtle and natural.  The sense of urgency should be woven easily into the conversation.  Use the power of "scarcity" when a buyer is over analytical, or prone to procrastination... it could help him/her finally make a decision!

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