Creating Authentic Urgency

Today, on Windshield Time, our hosts Chris and Chris are here to talk about urgency. Prices have been going up since the COVID-19 pandemic began and now current issues with the supply chain mean that prices are not just going up by the average 5-10% but are easily increasing by 2-4 times. Copper prices have skyrocketed recently and with the current supply chain issues, even plastics often imported from China are becoming scarce. 

What Drives Urgency 

There are two types of urgency for the products that service technicians typically use. How can you effectively convey or express this urgency to the customer?

Weather or Natural Disasters

This is urgency that the industry does not control but often sways urgency. During the summer, HVAC companies have increased demand as houses do their best to stay cool. During the winter, plumbers are busy with frozen pipes. If an earthquake or flood were to occur, electricians are kept busy getting the power back up and running. While natural disasters and extreme weather cannot necessarily be planned for, service industry technicians can use the very valid concerns about them to help sell equipment or services according to the upcoming season.

From the Manufacturer 

This kind of urgency can be derived from manufacturers or service providers via sales, limited time offers or deals. These are totally within the control of manufacturers and service providers and can be used to drive urgency for certain products and services. 

The Third Kind of Urgency 

In recent years, copper shortages, plastic shortages and supply chain disruptions have created another type of urgency that is not in the control of manufacturers or service providers but still proves to be a very valid concern for both manufacturers and consumers. Disruptions like these are caused by world events like pandemics or other wide-reaching social events. It’s important to be aware of what’s going on in the world and how those events might affect your product availability. You can then convey to the customer why their service has urgency and what the cause of the delay is.

Explaining Urgency to Consumers 

Explaining urgency to consumers is always a tricky subject as it often feels like — and historically has been used as — a sales gimmick. If a technician or manufacturer cannot explain the whys and hows of urgency, it will always feel like the classic case of “Tell me something, to sell me something.”

How To Explain Urgency 

Articulation is key when it comes to explaining urgency to consumers. There are a few ways to help explain urgency to consumers. 

Seek out third-party information to help support claims about increasing prices and supply chain concerns. Spend some time researching and finding the numbers to back up any assertions. You can use resources like Consumer Reports or Angie’s List to help find helpful information on the subject. 

Technicians can also employ PEAT as a tool to help explain urgency to consumers. 

  • Personal
  • Experiences
  • Analogies
  • Testimonials

PEAT can be a powerful tool to help consumers understand why rising prices might cause a more urgent need to replace a water heater or take a look at that long-running leaky faucet. By elaborating that these concerns have been faced by others and are not just a unique concern to one individual consumer, you can help consumers who don’t have industry knowledge understand just why prices are going up. 

Get The Help You Need — It’s Urgent!

If you don’t know how to effectively convey the different kinds of urgency in the industry, your customers will be confused and stressed at the delays coming their way. There are ways to use authentic urgency to help your customers instead of using fake urgency to get more money out of them. Here at Service Excellence, we can teach you the difference between the two! Explore our upcoming classes in 2022 or pursue our Business Ignition training to get the consistent and customized industry knowledge you need to succeed!

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