UnitCoach

People who are in the profession of marketing know that there are two concepts that are extremely powerful and are used almost exclusively to ensure their customers buy. Those two concepts are urgency and scarcity.

Urgency means that you create an environment that has an artificial deadline. You have seen ads for this like three day weekend sales, “this offer is good until close of business on Friday,” or the Memorial Day sale that is good only on Memorial Day. One of the best examples I have ever seen of this is done by the Girl Scouts. How many boxes of Girl Scout cookies would you buy if you could buy them any time throughout the year? Urgency is created because they are only available for a limited time, and only once a year. People buy boxes of Girl Scout cookies in droves.

Think about ways that you can use the concept of urgency when dealing with your consultants. Sending an “urgent message” email saying anybody that recruits a brand new consultant in the next twenty-four hours will win this prize. If your consultant decides she wants to win that prize, she doesn’t just have to recruit someone, she has to do it in the next twenty-four hours.

Scarcity means there is a limited number. Perhaps you have five different prizes and the first consultant who accomplishes the goal gets to pick her prize - first come, first served.

If you say you only have five prizes and they are only good for the next twenty-four hours, you have created both scarcity and urgency. Think about the ways that you can use this to your advantage with your consultants to get them to meet their goals, particularly if meeting those goals on certain days are important to you.

For instance, if you want them to bring in a new consultant, and it’s better for you if they do it in the first half of the month, then create a campaign with a limited number of prizes that will reward them for bringing someone in by the tenth of the month.

You can use the marketing concepts of scarcity and urgency with your customers as well. Create a monthly special. Have a limited number of them. Find ways to create scarcity and urgency to motivate your unit, increase your sales, and foster positive competition.

Now go have a POWERFUL day!
- Ann Vertel, UnitCoach