Remember Economics 101? Supply and demand. If demand is high and supply is low, something can become scarce. People pay more for scarce things. Remember Holland’s tulip bubble?

Chances are that whatever you sell is not scarce. In fact, none of my clients build their business on the foundation of being the only game in town. And that’s fine. Competition is healthy, right? It’s a free market.

U.S.A.! ​


Can someone please play the national anthem?

Electricians are not scarce. Restaurants are not scarce. Neither are gyms, all-natural soap, coffee shops, attorneys or home builders.

The good news is that the thing you sell doesn’t have to be scarce. People don’t buy your widget for what it does. They buy it for how it makes them feel.

The magic is in the delivery of the thing you sell. What’s scarce is serving another human being. Creating a special interaction. Taking time. Understanding the wants of another. That is what brings people back.

You may have a handful of clients who spend a lot of money with you. Do you have a system for loving those customers? Someone spends $4,000 with you and then what? Do they get so much as a phone call in two weeks?

“I just wanted to thank you for buying that ________. It was a big purchase. How is it performing? We appreciate your business because this is how we feed our families. What else can we do for you?”

That’s scarce.

Article by Matty McLain

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