Understand Your Buyer > How To Convert > Fast Action Bonus
What is it?
A fast action bonus can be used to help spur buyers into action. An example would be a sales call where if you can buy on the call, the offer is £1500 cheaper.
Why does it work?
It works because we love a discount! And if you’re going to buy anyway then it makes sense. It can help to get people who are on the fence to move into action too.
A word of warning though, such scarcity must be strictly upheld. If I know or hear that I can get the same discount later if I make a fuss, then it’s less compelling. We also want to be sure that we aren’t forcing buyers into doing something they don’t want to do, merely incentivising them to take action on something they do want to do.
How can you use it?
This is not for every business and for some it will feel a little too “salesy” or “gimmicky”.
If you are comfortable to offer the discount, make it clear not only on the call, but beforehand too. Tell potential buyers “You will be offered an incentive to buy on the call so please be ready to pay if you want to proceed”. This can help to build anticipation ahead of time and ensure the call is more likely to be a success.
Hypothetical Example:
A business coach offers a 12-week program priced at £4,000. On a consultation call, they say:
“If you decide to join today, I can offer you a fast action bonus – £3,500 instead of £4,000, plus 2 extra one-on-one coaching sessions.”
The potential client was already leaning towards signing up, but the instant incentive of saving £500 (and getting extra value) pushes them to make the decision on the spot rather than “thinking about it” for weeks.
However, the coach strictly maintains the rule – if the buyer doesn’t commit during the call, the price goes back to £4,000. This preserves the integrity of the offer and ensures it doesn’t feel like a hollow gimmick.
Similarly, an online course creator might offer:
“Enroll during this live webinar and get the course for £299 instead of £399, plus a free bonus training module.”
This fast action bonus rewards decisive buyers without pressuring those who aren’t ready.
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