If it’s urgent, it sells now. Medical emergencies don’t allow people to shop for the best price, the person in need just does it. That’s why I like using security as a wedge product or door opener. It demands attention when we can find something urgent; it might be a compelling event or an impending audit, or it might be something we discover through an assessment. I’ll be giving much more on this tomorrow in my Demand Generation Webinar – which is free, but also completely filled up and has a waiting list. But get on the list just in case (Click Here). I want everyone of my readers to know how to do this!
But Security and medicine are the not the only ways to create urgency. Having a limited supply, a limited amount of a certain type of resource, or having one of the only offerings in a certain niche, with limited capacity does the same thing. A special offer with a limited time to buy does this for retail. An assessment that reveals large amounts of money being wasted – with a recommendation that will cut TCO by 50% certainly demands the CFOs attention.
Do you have urgent offerings? If not, you need to create some. Using your discovery process, risk analysis, a study of some type, or by creating something unique with limited availability – start thinking about how you can do this. Without it, you leave money on the table every time.
© 2011, David Stelzl