By Joanna Martin
If your amazing presentation and no-brainer offer doesn’t see a crowd rushing to buy from you… what other ways can you invite your audience to take immediate action when you are selling from stage?
The answer is to use scarcity… the art of inviting quick action by offering additional bonuses or special discounts to a selective number of the fast action takers in the room.
So how can you make scarcity work for you?
Choose your numbers:
If you’ve ever been to one of my events, you’ll know that we often offer an extra bonus to the first 8 people to order. You can choose any number of people to benefit from your fast action goodies… perhaps the first 5 or 6 people?
The quantity doesn’t matter but you do need to stick to it… don’t claim that only the first 5 people will receive the bonuses and then go on to give them to everybody. For scarcity to be credible, the audience must know that you are committed to your restrictions.
Next, decide where you want your fast action takers to go to qualify. Consider using one of these options…
OPTION #1: First [insert number of people] to the back of the room:
I recommend you have a crew member hand a numbered card to each person as they reach the back of the room so you know who has qualified for the offer.
This option rewards the people who jump up quickly and can run to the back… but the downside is that those who can run the fastest may have questions and not yet be ready to buy.
OPTION #2: First [insert number of people] to hand in a completed order form
Appointing one of your crew to collect the order forms and number them off as they are handed in is the best way to track which are eligible. It would be wise to add a caveat to this option that only the first correctly completed order forms will qualify.
Then if one of the forms has information missing which will mean the order cannot be processed, you can disregard it and move along to the next correctly completed form.
OPTION #3: First [insert number of people] of processed orders:
As with the previous option, have one crew member collecting and numbering off each form as it is handed in. But this time, you only count the first orders that are processed and for which payment is authorised.
From stage you can announce that the first people to fill the row of chairs will win the bonuses… to build up the momentum you could even wait until the chairs are filled before revealing what their reward is for being the fast action takers.
Remember, there is no right or wrong way of making scarcity work for you. What you MUST do is be very clear… both to your crew and your audience about who qualifies and what bonuses are being offered.
I’ve seen a few speakers who use scarcity to encourage people to take fast action but then back down and allow everyone to claim the bonuses. Yes, this might bring you a result once, but the trust your audience has placed in you will be shot… it’s not worth the risk to your credibility.
Are you using scarcity when selling from stage? Which option works best for you and why? Are you doing something different to invite fast action from your audience? Please share by leaving a comment below.