Scarcity the least favorite tactic in our field of egg donors
and surrogacy. We are already struggling with "Scarcity" of qualified surrogates
and although there are more women willing to be donors, Indian, Jewish,
Asian and Red headed-blue eyed girls may be few and far
between! Because the field is already flooded with Intended Parents
waiting for that perfect egg donor or surrogate, there is no need to start a
panic. Most of our clients are well aware how hard it is to find someone that they
really feel a connection with to carry their baby or find that donor who has the genetics they long to have
within their own child's DNA. Having said that, "specials" still can bring more
clients to your door. "Free" psychological evaluations for a limited time,
Lowering agency fees for National Infertility Awareness Month, Exhibit Booth
specials if IPs sign up during a conference. All of these have expiration dates
that compel people to make a decision and hop on board.
On the donor or surrogacy side of things, offering referral
specials and certain times of the year that may be higher then the norm
sometimes attract more attention. (Extra money for the holidays, education or a special family vacation anyone?) The point here is not to use smoke and mirrors
or tricks but to genuinely show how far your business is willing to go...for a
limited time.
The flip side of this "tactic" is if you have to many clients
waiting for surrogates or donors, you will need to slow things down. Removing
all offers or specials from your website, post the waiting period time frame to
the public and then just work with the clients you do have and make them as
happy as possible. When you are back to full speed, you will
receive testimonials from delighted clients and a stronger reputation to
share. Being as upfront as possible will keep your integrity in place and a smile on your client's face.
Be sure to check out Triggers 1: Reciprocity, Trigger 2: Commitment and Consistency, Trigger 3: Liking, Trigger 4: Authority, Trigger 5: Social Proof!
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