The Success Perception

[Dale King]

Are you tired of tire kickers and procrastinators?

Would you like a way to get your prospects to take immediate action?

Then you MUST create a sense of urgency that MAKES your prospects DESIRE what you have NOW!

In my opinion, the best way to get people to take immediate action is for them to perceive your product or service as being in demand or in limited supply.

People ALWAYS want what is "HOT" right now. It's a psychological fact.

Psychologists have proven over and over again that, people find more value in things they have a difficult time obtaining. If they're told told they can't have something, they want it even more.

If your product or service appears too easy to get or too accessible, the perceived value goes way down.

And remember, we are talking about perception here.

Real marketers know how to create a sense of urgency.

They know how to create a perception.

If you want to see marketing at it's finest, watch infomercials...More specifically watch those home shopping networks. They're absolute masters at creating urgency for their products.

Have you ever noticed how they always seem to have just a certain amount of a particular item in stock?

You can do the same thing in your business. Here's how:

The last thing you want to do is come across like you're desperate for business - even if you are.

Your prospects will sense your desperation, and avoid you like the "Bubonic" plague.

Because right or wrong, prospects figure if you're desperate for business then you must not be any good, because if you were, your services would be in high demand.

It's human nature. People want to do business with successful people.

So how do you go about creating a perception of success?

There are 3 ways you can accomplish this:

1. Don't Be So Accessible. Make it difficult for people to get an appointment with you. When making appointments, don't say "I can do it on such and such day this week." Instead create a sense of urgency by appearing less accessible by saying, "I'm very busy this week, however, I might be able to squeeze you in next week or the week after that."

2. Always Give Prospects A Deadline. If people think they have unlimited time to make a decision about your product or service they will stall and procrastinate. Again, that's human nature. Set a time limit for your offer and stick to it.

3. Be Selective About Who You Work With. Set certain standards for the type of client you are willing to work with. This will give prospects the impression that you are busy and that you DON'T work with just any one.

Some people will even go out of their way to conform to your standards, just to work with you.

NOTE: I have to be honest and tell you, there is a risk involved in using this technique. There is a chance you could turn off a potential clients.

Having said that, its been my experience, the rewards far outweigh the risks.

In closing, creating a perception of success is a win-win for both you and the client. For the client it helps them to avoid procratination and make a decision to buy something they wanted anyway. For you, it means more sales and a sense of accomplishment knowing you helped your clients make a decision that will benefit them.

[akula]

I totally agree and I'll make one more observation

the problem: most entrepreneurs (yes, you!) run them selves out of business because they set low prices. in 99 out of 100 cases, the founder will say "we're gonna compete because we charge less"

this is wrong, wrong, wrong

if you look at the stats, loss leaders almost never survive

the solution: always try to charge premium prices. that's the best way to follow Dale's advice

in what ever industry that you're involved in, always charge as high, or higher than your most expensive competitors

investors absolutely hate to get pitched loss leaders because it shows a lack of confidence in the management team

[Dale King]

That's a very good point, Danny and I totally agree.

Don't ever be afraid to charge premium prices for your products.

Just be sure you can back up those prices with premium products, services and guarantees - or else your reputation and business will take a beating!

Dale King

[The Stealthy One]

What about in an entrenched industry, that already has several primary players. Does a low-price strategy work then?

[greggomatic76]

Totally, most people think that the only way to compete is by lowering your prices. I recently read a book that had a really thought provoking way of thinking about it called "Blue Ocean Strategy." It basically is saying that there are two types of markets, "bloody red oceans" where competitors are at each others throats for every sale, and "clean blue oceans" where you have created a position and product that creates you own unique product so you don't have to play a backstabbing game of competition. That is the way I feel, I hate copycats but I love innovative, unique ideas.

[Dale King]

Network Solutions is a perfect example of what I'm talking about. They charge premium prices for their products and services, but they back it up with outstanding customer service.

Even though I could easily spend only $8 for a domain name, I gladly spend $35 through Network Solutions, because I'm so impressed with their customer service department.

It's all about perception of quality.

Dale King

[akula]

Totally, most people think that the only way to compete is by lowering your prices. I recently read a book that had a really thought provoking way of thinking about it called "Blue Ocean Strategy." It basically is saying that there are two types of markets, "bloody red oceans" where competitors are at each others throats for every sale, and "clean blue oceans" where you have created a position and product that creates you own unique product so you don't have to play a backstabbing game of competition. That is the way I feel, I hate copycats but I love innovative, unique ideas.

ok...innovation

another biggie

the problem: the gravest tragedy that has ever occurred; is entrepreneurs misinterpreting the word unique, normally used in the context of "unique ideas"

essentially, the problem is defined as a misunderstand that "innovative product design" is a superior competitive strategy

of course, this isn't true. patent databases are essentially warehouses full of millions of brilliant product ideas which have done nothing but cause financial ruin. likewise, as entire books on the subject have described and catalogued, innovation kills entrepreneurs

the solution: competitive strategy (i.e. beating the competition) comes in many flavours. differentiated product design is one which is historically the least successful. if you do want to compete, you will get much better results by practicing innovation on the other 3 of the 4 marketing P's (other than product design). My favourite? Contractually assured, exclusive distribution channels.

remember the important point; "unique" DOES NOT refer to "unique product", it refers to a unique way of selling the same product, because unique distribution is where entrepreneurs carve out market share