While the essence of an offer is, well, offering something of value, and the essence of asking for the sale is asking, giving and asking aren’t always the most effective ways to close. Quite often, the thing that adds the most urgency to a close is taking away the prospect’s chance to take part.
The take-away close is the essence of reverse psychology. It tells the customer, “don’t miss out… don’t feel stupid later.”
Giving a deadline (by December 1st) or a countdown close (The first 22 who respond) is effective. Stating and restating the offer, then reminding the prospect that after the number or date is reached, that’s it. No one else will be able to take part after that point. First-come, first-served. If you don’t act now, you miss out.
Taking away their opportunity can be an effective way to add urgency to the close.
Use the take-away in the body as well. Tell your readers, “I’m looking for committed, dedicated…etc.” “If you want to just buy this and put it on your shelf, please don’t call.”
You can also give qualifiers, “You will have to meet these four criteria”, or, “You see, we don’t just take anybody… the mix of this class is very important, so you will have to answer a few questions first.”
These put the prospect in the position of having literally to ask you for the right to purchase!
Psychologically, we all want to belong, to not miss out, to not feel stupid. In a sale we can psychologically make it easy, slide our offer across the table, put it right out there where all they have to do is pick it up. Or, we can show it, then take it away so they reach out for it. Once a prospect reaches for it, it’s over. The sale is made. They won’t risk letting you take it away a second time.
Now, like most of the Maxims, using the psychology of the take-away over and over will lessen its effect. We’ll cover how to avoid this later, and keep your marketing efforts producing year after year.
