ABC Signup Blog
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Sales and a Sense of Urgency

Posted on Thu, January 1,2015 @ 15:01 PM

Marketers love to create a sense of urgency to help close a sale. They wield tools such as “limited supply” offers or time-sensitive incentives like end-of-year discounts, monthly specials, daily deals, or holiday-only promotions (to the point that at least one holiday, “Black Friday,” is now recognized for the promotion).

This urgency, whether real or manufactured, typically works. If you want it to continue to work – and you value your business’ credibility – the offer should be genuine, not manufactured.

The idea, as detailed by this consultant, is not to pressure the buyer into purchasing but to use pressure to prevent them from procrastinating. That’s not always the easiest thing to differentiate, no matter what side of the sale you are on.

Today’s consumers are savvy enough to begin to question a limited-time offer that keeps getting extended, so if that initial “deal” doesn’t close the deal, the seller better focus in on other avenues to end the procrastination – like the prospect’s immediate needs and what it might cost each month he/she delays, etc.

For those of you using ABC Signup to administer online registrations for programs and events that have price tags, you have simple tools to create a genuine sense of urgency for your prospective registrants.

As you first set up the event, you have an option (under the General tab) to create a maximum number of participants, which in effect creates a “limited supply” offer. It’s genuine and fair to tell your prospects in this instance that the program or event is limited to the first 75 registrants.

Other “urgency” tools are found in the Financial tab of your event setup module. Early registration (time-sensitive) options allow you to create discounts for registrants who “buy” before a certain deadline you establish. ABC Signup customers also have the ability to create discount policies that can be just about anything (e.g., register for this event and get the next event for half off).

All of us – as walking, breathing 24/7 prospects – recognize that urgency-done-right can often be the deal maker when it comes to purchasing decisions. Why not put it to work for your programs and events with the ABC Signup tools described above? If you need any help setting it up, or have ideas for improving this aspect of the software, please contact us.



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