Understand Your Buyer > How To Lose The Sale > The Pushy Effect
What is it?
The Pushy Effect is when you are continually coercing someone towards buying your offering – even if it’s clear they need time to think or are not interested.
Why does it work?
No-one likes to be pushed. Pushing your clients will eventually lead to them abandoning the sale.
How can you use it?
If you want to make your clients feel uncomfortable, then push them for a decision about buying your offering from the very moment you meet them. Ignore any signs that they may not need or want your offering and push them into making a decision about buying as soon as possible.
Example:
Imagine you walk into a furniture store just to browse. A salesperson approaches and immediately says:
“Hi, what are you looking for? We’ve got great deals today – if you buy right now, I can get you 10% off. Shall I start writing up the paperwork?”
You respond:
“I’m just having a look for now.”
They persist:
“Totally understand – but these prices won’t last. If you leave and come back, the sofa might be gone. Can I grab your card details to hold it for you?”
You’re now uncomfortable. Instead of building trust or curiosity, they’ve created pressure. You likely leave the store altogether, even if you were interested.
Lesson: Even if the offer is good, the pressure kills the sale.
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