How To Use Scarcity In Pricing Strategies

Scarcity works, but only if it's real. The "we're almost sold out" is a powerful email or sms. If stock is running low, tell them. If it's a limited release, let them know. If prices are going up soon, explain why. When people sense a genuine urgency, they move quicker. Just keep it honest. Nobody likes being tricked into fake urgency. Or excessive use of it. Give updates when supplies are actually running out. Then let them decide if they want in or not. Your "Last Chance" emails are destroying customer trust. Every time you cry wolf with fake scarcity: - "Only 2 left!" (that never runs out) - "Sale ends tonight!" (and restarts tomorrow) - "Limited edition" (that's been available for years) ...you train customers to ignore ALL your urgency messages. Real scarcity is marketing gold because it triggers immediate action: - Actual inventory counts: "Only 7 left and no restock planned" - Genuine time constraints: "We're discontinuing this formula next month" - Transparent pricing changes: "Material costs are increasing June 1st" The data proves it: Honest urgency emails convert 3-5x better than regular promotional messages. But fake urgency? It converts well once, then performance drops off a cliff. Because once customers catch you in a lie, they'll never fully trust your emails again. Make scarcity real, or don't use it at all.

Everyone talks about using scarcity to close more deals. But most people either sound desperate or gimmicky. Here are 3 ways elite salespeople use scarcity (the right way): Scarcity isn't about faking limited supply. We have to create genuine value through limited access. Think about The Masters golf tournament. They sell millions in merchandise you can ONLY buy during the event. No online shopping. No exceptions. Why does this work? Because earned scarcity creates belonging. That Masters hat isn't just headwear. It proves you were THERE. It tells a story about you. It creates identity. Elite salespeople use this psychology in three powerful ways: 1. Time-Based Exclusivity Create "now or never" opportunities that actually deliver unique value. Offer special bonuses ONLY to live webinar attendees. The key is that the opportunity needs to truly disappear. I've used this with clients by offering limited-time strategy guides that we later remove. People who acted quickly got them. Those who waited missed out. 2. Finding Uniqueness Within Abundance Even with plenty of inventory, highlight what makes each option irreplaceable. The best home salespeople never say, "we have 30 homes available." Instead: "This is our only corner lot with southern exposure." "You're looking at the last floorplan with the expanded kitchen option." They create scarcity through uniqueness. I coached a sales team with 1,000+ inventory homes who transformed results by highlighting: • Location specifics • Community features • Sight lines and views • Proximity advantages 3. The "Pencil-In" Close Once your prospect is almost sold, offer to "pencil in" their next available slot: "We only onboard new clients on Tuesdays and Thursdays..." "This Thursday is already booked. I could pencil you in for next Tuesday to hold your spot while we finalize details." This creates legitimate urgency without pressure. The real magic with scarcity happens when you adjust based on who you're selling to: • Boomers need certainty in scarcity messaging • Gen X wants quality-focused scarcity • Millennials respond to sustainability-based exclusivity But we have to understand that the goal isn't tricking people into buying faster. We're helping them discover the actual value of acting now versus later. When done right, scarcity creates clarification. It helps customers see what they'd truly miss by waiting. Stop using fake urgency tactics that destroy trust. Start creating real value that drives decisions. It's a battle plan to: • Close deals faster • Shatter mental blocks • Crush objections without blinking No recycled junk. Just real-world tactics that transform sales pros into absolute Sales Warriors.

Cheese Board Pizza, Berkeley, CA (from my post yesterday about pipe cleaners) has a line out the door every single day. Here's their entire menu: One pizza type per day One sauce One salad When they sell out, they close Most founders would think: 'We need more options to attract more customers." Cheese Board thinks: 'Fewer options create more desire." The scarcity psychology that works: →Limited availability creates urgency →'Better get there before they sell out' vs. 'I can order anytime' →Simplicity reduces decision fatigue →No menu anxiety. You either want today's pizza or you don't. Exclusivity builds community →You're part of the group that 'gets it' →FOMO drives action →Missing out today means waiting until tomorrow How founders can apply this: Instead of: 20 pricing tiers Try: 3 clear options with limited spots Instead of: 'Available anytime' Try: 'Next cohort starts Monday, 15 spots only' Instead of: Endless customization Try: 'This is how we do it. Take it or leave it.' Instead of: Always available demos Try: 'Demo slots: Tuesdays only, 4 spots' The uncomfortable truth: Abundance doesn't create demand. Scarcity does. When everything is available, nothing feels special. Most founders fear limiting options will lose customers. But Cheese Board proves the opposite: constraints create cravings. What could you make scarce to make it more valuable?"