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Part IV: Adapt Additional Sales Techniques > Establish a Sense of Urgency

Chapter 26. Establish a Sense of Urgency

Retailers often run time-specific sales because these encourage customers to close a sale quickly. You can use the same technique in writing. The objective of creating urgency is to prevent your readers from cooling to you, your products, or your ideas after they close your e-mail or toss your memo. You want them to buy what you are selling—right now!

DO DON’T
Specify a response time frame or a deadline. Leave the response time open-ended.
“As I mentioned during my visit to your plant, I can give you the sale price on the new heating equipment for your office only until Aug. 15. After that, the equipment will return to original price, which is 35% higher than the pre-season quote.” “Let me know if you want to go ahead with the new heating equipment.”
“As I explained during the interview, I have another job offer pending but I would prefer to work with your team. I was very impressed with your organization and the project. If possible, I would appreciate knowing your hiring decision by next Tuesday, as the other company is asking for my decision.” “I’d love to work at your company and look forward to hearing from you.”



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