"So, it is easy to get, no need, as tempting forbidden". (Ovidiu).
Very wise comment! My friend when you travel in America was greatly concerned that the purchase as a gift. Indeed, that could give millionaire? Irreplaceable natural savvy. "Need a" History ", - he said to me. And he had prepared it. I bought a crystal of quartz in the store for two dollars, but the gift was one of the most valuable, since the stories told. The meaning of which was that the quartz was found in the special circumstances and for several years, brings happiness to several families: health, happiness, etc. Of course, with specific examples. Of course, such a miracle for any money can not buy. What is not a valuable gift? The most interesting thing is that in the future this piece of stone can be a success. If you strongly believe in the history of the stone.
And now you can read that, think about the principle of scarcity Robert Chaldini:
Nearly everyone is influenced of the deficit to one degree or another. When collectors stuff, from baseball cards to antiques, determine the value of any article, the shortfall has had on them especially great influence. As a general rule, if the object is a rarity, it is more valuable. Especially revealing the phenomenon of precious defect. The damaged items - postage stamp or spread on both sides equally otchekanennaya coin - sometimes considered the most valuable of all. There is irony: defective items, which otherwise would be left for the trash, are valuable assets, if they bear the stamp corresponding deficit.
The essence of the deficit is - the value of something positive in our eyes, much higher if it becomes inaccessible. The threat of potential losses have a strong influence on decision-making. It seems that the possibility of losing something is a stronger motivation than the ability to acquire something of equal value.
A limited number.
The principle of scarcity has a very strong influence on our understanding of the value of things. Dealers often use tactics "reports of a limited number" - the buyer said that the definition of good little and can not guarantee that this good enough for everyone who wants to buy.
Suppose the seller thought that a certain couple interested in a certain commodity. There are plenty of signs of interest in the goods of interest - a careful study of the device and instructions to him, the discussion of the quality of this device. However, if buyers do not take decisions, they generally do not try to find a seller to get him more detailed information. Upon noticing a couple of interesting merchandise, the seller can come and say: "I see you are interested in this model. This is not surprising, because this is a wonderful device, and a suitable price. But, unfortunately, I sold this thing the other pair of no more than twenty minutes ago. And if I'm not mistaken, these models no longer in our stock ".
Buyers, of course, are frustrated, which is reflected in their faces. Due to the loss of access to the thing suddenly becomes even more attractive in their eyes. Usually one of the buyers asked whether even the slightest chance that one such model accidentally left unsold. "Well, - this allows the possibility of a seller - I can verify this. I understand that you are looking for exactly this model, and that you are satisfied with the price? "This question is crucial. Seller will use the principle of scarcity, and invites customers to be bound by the obligation to buy the unit at a time when the device seems to the least accessible - and, therefore, most welcome. Many shoppers, in fact, agree to buy their property interests in such a moment. Thus, when the seller comes back and reports that found an additional batch of data devices, he had kept ready a pen and a form of contract. Note that the desired product is available in sufficient quantities, may cause some buyers to calculate it less attractive. But by this time it went too far, and most people already can not change their word. The decision to purchase, publicly accepted and supported by a commitment at the decisive moment, remains in force. Buyers sign a contract, and the thing is sold.
The limit of time.
Since the methods of communication on a limited number has much in common tactic of setting a deadline, the essence of which is as follows: formally establishes a certain time interval, during which the person (eg, buyer) can realize the opportunity offered to him.
These dates give rise to concern that had not previously caused any interest.
One of the modifications of the tactics of establishing a time limit is very popular among some traders put pressure on potential buyers. The motto of these dealers - "now". Clients often say that if they decide to buy any thing at once, they can buy it only at a higher price or not be able to buy it at all. Come to the attention of an alleged member of the health club or the car buyer's argument that a bargain could not be postponed, but if a potential customer leaves the premises, the transaction sorvetsya. One large company, a producer of children's photographic portraits, encourages parents to order immediately, and buy as many copies, declaring that "because of the lack of conditions for storage of images unsold pictures of children burned to within twenty-four hours". Agent offering magazines residents can say that on other days he will not be able to stock a magazine, and therefore those who wish to acquire it, should do so without delay. Management, dealing with trade vacuum cleaner, encourages its agents to declare: "I have to bypass so many people that every apartment I can only visit once. Even if later you decide that you need to buy this vacuum cleaner, I can not go back and sell it to you ". This, of course, nonsense, the company will be happy to meet any buyer who asks for re-send to the agent. The manager of the company sales trainees explained that the true purpose of the statement on the impossibility of return has nothing to do with facilitating the work of agents. The aim is to "not intended to give clients time to reflect the transaction, to intimidate them and make believe that they will not be able to get this thing later". This tactic makes people desire to buy something offered to them immediately.
Yes, Chaldini very interesting author. But it is not what this deficit. And we know it. The truth is it? Invite a Friend of Robert to the Soviet Union, with its half-shelves and queues. If he ever recovered from the shock, then perhaps there would be another book. Yes, now times have changed and remains the only nostalgic sigh of the present deficit.
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