We have all been subjected to high-pressure tactics. We see various forms of these high pressure or manipulative tactics, be it the high pressure seller focused on pitching products, the seller who continues to focus on them and what they want to achieve, the incentives to "Buy now", they are offered as a shortage or reduction, and the list of tactics can continue over and over again.
As customers, we reject the techniques used on us. Our customers feel the pain when they perceive the pressure of sellers trying to convince them to buy.
We also know that these tactics do not work very well. Yes, some customers react, especially to discounting, but they would probably buy it anyway, so they simply take advantage of our desperation by getting what they already wanted at a lower price.
Most customers protect themselves from these techniques simply by not answering, doing everything they can to avoid the call of a salesman. They will look for all the alternatives to learn and educate themselves (often making serious mistakes in their purchases), engaging sellers in the very last part of their buying journey.
It's a terribly vicious circle. Vendors are becoming more and more aggressive and uncomfortable in their tactics, customers are doing everything they can to avoid salespeople, frustrated that salespeople are increasing these awful approaches … and we continue to create bigger relationships between the customer and us.
Suspend your judgment on these tactics, when you look at it, it's really a lot of work. It is not easy to continue to do these high-pressure approaches to ever-increasing volumes. It takes a lot of time and effort and really thick skin for a pretty bad return on that effort.
On reflection, these approaches do not make much sense, especially when there are simpler approaches to speeding up customer engagement and the decision-making process. Approaches that, in fact, make customers extremely enthusiastic.
Since it seems to be fashionable to put labels on these things, rather than on the high-pressure sale, what would happen if we considered the idea of buying from? High urgency?
High Urgency Buying simply works with the client to create a high sense of urgency and commitment within the buying group in order to solve their problem as quickly as possible.
There are all kinds of things that create an irresistible feeling of urgency to buy. Some of the most obvious are the trigger events. Things like the switchover to the year 2000 or the regulatory or compliance requirements create a date at which the customer needs to have a solution in place. These are typically external and imposed on the customer. But they do not come often. And I will not hang around until Y3K.
There are other things that compel a client to act. They may need to make choices about a new product or a new manufacturing capability to produce products for the Christmas shopping season. If they miss critical times, they miss a year of sales / income. These are often called "Windows Of Opportunity". Their absence is usually irrecoverable.
There are so many ways to create a high urgency with the customer. Identify opportunities they may miss, opportunities to improve their own internal operations, opportunities to better serve their customers, growth opportunities, things that may threaten their ability to grow or compete.
At the individual level, there are many opportunities to create a strong urgency with the client. Opportunities to succeed and get noticed, to get a promotion / increase / recognition, to free up time so that they can focus on other things – maybe their families, to simplify and reduce the overload / overwhelm.
The purchase of high urgency is all about the customer. If the customer feels any pressure, he is self-imposed by the desire to go forward as quickly as possible. Once you and the client have identified a compelling need to change, the process becomes much easier and the client, rather than avoiding us, turns to us for leadership and help in managing these opportunities .
It's such an easy change, one wonders why we continue to focus on high-pressure approaches.