Powerful Persuasion #6 - The Rule of Scarcity

How did you get on with using Rule #5 Authority?

If you have real authority, you just thought this was common sense right?

What about people over whom you have no authority?

Have you noticed that some people simply don't respond to authority? Yeah I've heard it, kids of today... but that aside, there are some individuals who react adversely when you assume authority. That's fine. All it means is that you have, inadvertently, undermined their authority. Swap it around. Instead of taking authority, assume deference and show them respect. The Chinese say 'give face'.

Rule #6 Scarcity

AKA "The rule of the few". The rule says that the less there is of something, the more valuable it is. This is also linked to the desire to have something first (just in case it runs out) – consider the recent frenzy to buy the latest Apple gadget.

Basic Economics 101! When supply is short, the pressure of demand makes the item more valuable. When supply is plentiful, the value decreases.

Many leaders find this a ‘natural’ demand driver by simply making themselves less available. Always busy, in meetings, traveling and so on. The less time you have available to your team, the greater the competition to ‘grab a quick word’. However, most leaders forget that the time the team member does get is incredibly valuable.

Try this today:

• You have an open-door policy? Contrary to popular 'wisdom', close it! And open it when you want people to come in and talk to you. And tell staff, if I’m busy, please call again.
• Refer to what will be lost if the team fails to move in a particular direction rather than what will be gained. People are attracted to opportunities that are scarce, rare or dwindling.

The marketing implications are, I believe obvious. And the same applies to your power of persuasion. For example, if you make yourself readily available to all comers, you are likley to find that some people take this for granted. If you never make yourself available, some people will simply assume that you are not interested and will cut you out of the loop.

Caveats? Of course there are! Oh, no there's not.Sorry. People are persuaded by limited time, limited number, limit anything and it increases in value.

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