Neediness in people. Don’t you just hate it?
No matter how nice they are, their neediness makes them hard to be around. I don’t know about you, but I want to run as far away, as fast as I possibly can, when I see them coming.
We all have times of neediness, for a gazillion different reasons. We may feel insecure, frightened, worried, or stressed, any one of which can make us a bit clingier than normal. Fortunately, these times of temporary neediness are just that — temporary.
But when it comes to your business, neediness can be deadly. Even when you feel insecure, it’s important not to give into it.
It’s a huge turn-off to others. Even more so in the business setting. Plus, it damages your credibility.
The Big Downer
Have you ever encountered someone selling a product or service and everything about their message screams I’m desperate!!!
You know the signs:
- No sense of urgency — in fact, just the opposite
- Little or no appearance of product value
- Seemingly begging to make a sale
- Offering up all kinds of extra incentives that devalue the product
- More and more incentives added over time, a huge red flag that sales are hurting
- Price reductions as month end approaches, signaling a lack of monthly sales
Now, all marketers use incentives and bonuses from time to time. There are good reasons to do so, on a limited basis. An introductory sale or a discount during a holiday or special event are good examples.
But appearing needy and desperate to make sales on a regular basis sends your customers the wrong message.
It tells them you’re desperate. Not something that inspires customer confidence.
One Easy Fix You Can Do Today
A better approach in your business is to play a bit hard to get. Sure, you want to help people, and you have a product or service that will do that. But it won’t be right for everyone. Nothing ever is. So don’t behave as though your product is the exception.
But it is right for some people. And you must learn to be okay with that.
To better target and identify just who your product fits perfectly, establish some boundaries and barriers to accessing your product or service.
Play it cool.
You’ll find that those that are looking for what you have to offer, and are ready for it, will take appropriate action to gain entree. But even if it takes a while to connect with people, it’s critical that you don’t come off desperate.
Desperation smells bad. People run from it. They’re not intrigued or interested in discovering more.
They are, in fact, repelled by your neediness. And they’ll make haste away from you and your product.
Not the outcome you’re going for, I’m guessing.
Turn The Tables
I know this all sounds very counterintuitive. When you run a business, making sales is a must. That’s not a bad thing. It’s reality.
No one starts a business to give everything away for free and end up with no viable means of support.
But desperation in marketing is the kiss of death. Even when you feel desperate, you can’t let them see it.
Projecting confidence and avoiding groveling will strengthen your business and attract a higher caliber client. The right customer for your product.
You’re offering a valuable, helpful service. You don’t have to give it away.
You can be selective.
Fake It Till You Make It
Now, if your business is in startup mode, your clientele is probably still pretty small. Maybe it’s even non-existent.
But that will change. And not because you resort to begging.
I listened to a podcast today wherein the speaker told a story of a startup business with as yet few, if any, clients. In spite of this lack of clientele, this business owner created a waiting list to access their product.
In reality, there was no waiting list. However, by asking people to join a waiting list, he generated a sense of urgency and value. People signed up willingly and after a week or two, space opened up.
Now, you may be thinking this sounds underhanded or insincere. But think about it. As a business owner, you’re not obligated to be immediately accessible.
Eventually, that waiting list will be real. And the wait will be much longer.
A waiting list for product availability dispels any sense of desperation. It says your product or service is valuable. So much so that demand exceeds availability. You have no option but to set up a waiting list. You’ll effectively weed out the looky-loos. Only those who’re genuinely interested will be willing to wait.
And your product is worth the wait. You have no need to give it away or beg for customers.
A Few Tips To Establishing Value
Here are some ideas to get you started:
- Set up a waiting list for your product or service – even if there is no actual wait, this will build value and increase interest. No law says you must be immediately available.
- Establish a prerequisite — offer a book that must be purchased and read first, or create a detailed form to be completed and submitted. Your form screens out anyone not sincerely interested while providing information to help you better assist the customer.
- Create a membership portal to access valuable members-only information.
- Schedule appointments with interested prospects rather than being immediately available. Even if you are free right away, this gives you time to prepare and sets boundaries on your time that will become crucial as your business grows.
- Put a cap on the number of attendees to a webinar or event you’re hosting. Not only will this increase urgency, but it will make it easier to help people if you’re not trying to help too many at a time.
These are a few simple ideas you can implement to avoid the trap of appearing needy and desperate.
Don’t Be This Person
I once saw a marketing post on Facebook by someone seemingly attempting to reach a month-end sales goal. It said Someone, please make my day and buy some ___________ from me.
It’s hard to imagine a more blatant display of desperation and neediness.
Contrary to what you may have been led to believe, begging will not make people feel sorry for you. They’re more likely to wonder what’s wrong with your product.
Neediness devalues your product, no matter how valuable and helpful it is.
Even the best products can be difficult to sell. Factors having nothing whatsoever to do with value can affect consumer interest. The unfamiliarity of a new product, an inexperienced marketer, product timing, and customer need are just a few reasons a valuable product can be slow to catch on.
But when you, as the business owner, reek of desperation, you sabotage your marketing efforts.
You drive people away.
Instead, try something that feels completely counterintuitive. Allow confidence in yourself and your product to lead your marketing efforts.
Don’t be too readily and immediately available.
Set up product barriers.
Establish boundaries and prerequisites.
Rather than feeling desperate to make a sale, inspire a desire for your product in your prospective customers.
You don’t need them.
But they will need you.
Don’t devalue your product with excessive neediness.
You have a valuable, useful product. That’s the message you’ll project.
And that waiting list we talked about before? It won’t be long before you’re really and truly going to need it.
If you enjoyed this post and would like to share your thoughts, head over to Twitter and connect with me there. I’d love to hear your thoughts on avoiding the appearance of desperation.