1. Professional Sales II
Scarcity and Selling

2. September 19, 2010
TCU Football Tickets!!!!!!!
TCU vs Baylor Football Tickets are going fast for the 2010 season!
Don’t miss your chance to see all the great Mountain West action this year.
TCU is going into this season with high hopes of bringing home the Mountain
West Championship.
Tickets are going fast, so get yours today while you still
can!!

3. Scarcity
 Defined as satisfying unlimited
needs and wants with limited
resources
 Why do we pause a face-to-face
conversation to answer the
phone?

4. Cheesy Salespeople
 http://www.youtube.com/watch?v=XvpkciX2nk
M&feature=relate
 Old-fashioned techniques vs.
Professional Selling

5. Psychological Reactance
 Physical and emotional response to diminishing
personal control
 Humans naturally react to the idea of “scarcity,”
deadlines, and the loss of freedoms
 Buyer’s Remorse
 What happens when you feel rushed or
pressured?

6. Scarcity’s Sources of Power
 Human brains seek “short cuts” or consistency
 An item’s availability allows us to quickly and
correctly decide on its’ quality
 Humans hate losing freedoms
 As an item becomes less available, we lose our
freedom to choose between options

7. Optimal Conditions for Scarcity
 Most effective when customers believe an item is
scarce, social demand is increasing, and they are
directly competing for it.

8. Two-Year Olds, Teenagers, and
Jurors?
 Similarities between two-year olds and teenagers?
 Periods in life where we recognize and assert
ourselves as individuals
 Limiting choices leads to non-compliance
 “Inadmissible evidence” and juror’s response
 SPIN technique
 Ask only what is relevant

9. As Professional Sellers,
 Features  Benefits  Advantages
 WIIFY?
 Create urgency without fear or manipulation
 Maintain a win-win attitude