Question

Another way to improve the understanding of future customers is by affecting a consumer emotionally. A strategy for doing this is to establish a sense of scarcity or urgency (e.g., an offer with limited time). Another way to improve consumer awareness is by building a sense of exclusivity. Limited edition products for example.

Would it be useful to establish a sense of scarcity or urgency with a client who you wish to sustain a working relationship over the long run? How might a client react? Would they perceive this urgency as manipulation?

How can the marketer mitigate such perceptions?

Answer 1

Yes, the strategy to establish a sense of scarcity or urgency with a client with whom i wish to sustain a working relationship over the long run. This strategy develops a feeling of good quality of the product or service which one is providing because the customer or client thinks that the product or service is going out of stock too soon due to its high quality. This strategy also sets a feeling of the product as trending and demanding in the market. Thus, the customers and clients also try to buy the product or service as soon as possible. These strategies have become very much successful in real life. But, to keep the relationship with the clients over the long run the quality of the product has also be to be good. The product should delight the customer.

On  establishing a sense of scarcity or urgency about the product, the clients generally also become hurry to buy the product or service as soon as possible. They also want what the other masses are demanding and buying. Indeed, some of the clients who were unable to buy the product in one cycle try to buy it in other cycle even if the product is sold for a limited time.

Most of the customers and clients dont seek this as manipulation except some of the clients. The marketers develop the feeling of selling good quality of product at low price but with limited quantity so well that the customers fight themselves and are in a hurry to buy the product or service. This is a very good strategy by the marketers.

But like in any industory, some clients seek this strategy as manipulation and prefers not to be in the hurry to buy the product like masses. They do huge research about the product and its alternatives make decisions wisely.

The marketers can mitigate such perceptions by providing a good quality product at lower prices. They should promote and advertise their product so well that it creates a feeling of urgency to buy in the clients. They should also provide enough time to the clients to buy the products.