I tried to give away $500 worth of speakers for free today on Criagslist.
One after another, the seemingly-excited takers failed to follow through, went dark part way through the email conversation, never showed up, or talked a good game but behaved like complete flakes.
The speakers were “free”, but there was a cost to the recipient. They needed to act quickly, show up when they said they would, and find a way to pick up some heavy-ass speakers without my help.
This is a pretty good example of the low importance, low urgency value proposition.
I’ve seen this surface when folks are deciding how they will specialize their business, and it’s always a bit heartbreaking.
It’s heartbreaking when you can’t find prospects who assign high importance and urgency to, for example, your skill in making WordPress sites load wicked fast. I’m not saying those buyers aren’t out there, but it’s heartbreaking if you can only find ones that assign low importance to your expertise.
It can also be puzzling, because–like my free Craigslist flakes–buyers who see your expertise as low in importance may act excited about it at first, but when it comes time to follow through, they’ll go dark or act like flakes.
A variation of this are buyers who assign high importance but low urgency to your services. You can sell services like this just fine. I know because this describes my services. 🙂 But you need a good lead flow to make sure you’re not dependent on just a few prospects who can take a long time to decide to take action.
Does this concept make sense to you? If not, what could I clarify? And if you feel like sharing, where do your services land in the importance/urgency quadrant and how did you discover their importance to your buyers?