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“稀”，稀缺，无法抗拒“失去机会”的焦虑 | 模糊谈判力 第五十七篇
这是桔梗在“谈判思维”的第734篇推文。
全文共2083字，阅读大约需要3分钟。
1 引言
每次新一代iPhone上市，都是果粉们狂欢的节日。
2012年9月，iPhone5上市的前一天，美国各个城市的苹果专卖店门口都排着长长的队伍。
他们中有大量的人带着睡袋，打算通宵排队，务必要第一批买到手机。
这样的热闹场景当然也吸引了新闻媒体的关注；
此时，一家电视台的记者正在采访一名排队的女士；
这名女士来得很早，她排队的位置是第23号；
记者问她，这排队等待的漫漫长夜如此难熬，该怎么度过呢？
女士回答，并没那么难熬，因为周围都是果粉，大家都在讨论iPhone5的新功能，都很激动，时间也就过得快了；
她还补充道，
你知道吗，聊着聊着，有一个女的居然说，非常喜欢我背的LV包，而那个时候我排在25号，她排在23号……
记者瞪大了眼睛，吃惊地问，
你就…..你就把包……？
这个女士点了点头说，
嗯，我就提出用这个包换她的位置，我这个包值2800美金。
记者感觉到匪夷所思，
2800？可为什么呢？
这个女士想了想后回答，
我听说这次新手机的发行量很少，我不想这一晚上的队白排了。
要知道，当时iPhone5新机的售价也不过才649美金；
而这个女士却愿意用2800美金的包，来换取自己排队的位置向前进两名！
她是有多么担心失去这次购买的机会？
2 失去机会
我们依然在“模糊谈判力”这个系列推文中，它的思维方式启发自牛津大学的实验心理学研究。
今天要聊的，是“七字说服力”的第六个字，“稀”；
“稀”，就是“稀缺”的意思，
越是“稀缺”的东西，越让人在乎，也就越有说服力。
在“模糊谈判论”里，“稀”字说服力，撕开的分类是“战Vs逃”；
或者说，
“稀”字实现说服力的角度，是“动机”。
我们经常听人说，“物以稀为贵”；
为啥“稀有”的东西就会贵？
因为，如果你现在不买，未来就可能买不到了。
这潜在的“失去”预期，让“稀有”变得昂贵。
因此，文首故事中女士不惜代价的做法，似乎也就变得有情可原了。
让我们采取行动的“动机”有很多种，其中很重要的一种，叫做“因稀缺而感觉到快要失去”。
不妨想象一下下面这个场景：
我们经常会看到手机有陌生电话打来，接通后发现是各种营销电话；
应该说，十个陌生来电中，七到八个是这样的结果。
所以，我打算不再去接陌生电话，尤其是那种看上去很奇怪的号码；
但这个决定似乎很难执行，当我再次看到陌生来电，电话铃声响起，我打算挂断；
可我马上又开始犹豫，
万一是某个多年未见的重要朋友呢？又万一是某个朋友换了号码呢？
但其实我心中知道，上面几个“万一”的概率连万分之一都不会有。
就在想要挂断、又犹豫不决的那几秒钟里，随着铃声一阵一阵响起，一种感觉对方即将挂断的“焦虑”开始逐渐强烈；
即使那号码看上去99%像一个营销电话，我还是抑制不住那种“即将失去”的感受，接通了电话；
一秒钟后，我就再次挂断了又一个营销电话……
你看，即便我们明知可能会后悔，但那种“失去机会”的焦虑仍然具有强大的“动机”。
3 最后一台
自古以来的商人，都知道该如何为消费者创造出“失去机会”的感觉。
看一个例子，在某个家电城里，一对夫妇正在某个电器货架旁徘徊；
他们对货架上的一款电器表现出了一定的兴趣，只要略微有些经验的销售员就能看出一些端倪；
比如，他们会走近商品，前后左右的打量，还会拿起相关的产品介绍小册子，翻上几页，读上几句，甚至相互讨论起来；
史蒂文就是一个很有经验的销售员，这对夫妇的举动他都看在眼里，然后走进他们，打个招呼，
你们好，看得出来你们应该是对这个型号的电器感兴趣，不过很不巧，您看的这台刚刚在二十分钟前被我卖掉了，不好意思。
这对夫妇显然有些意外，问史蒂文，
货架上没有其它存货吗？
史蒂文微笑着摇摇头，
确实不巧，就剩下最后一台。
几乎是一瞬间，我们就能在这对夫妇的脸上看到了清晰的“失落感”，因为“失去拥有的机会”而“感受到失落”；
或者说，这台本来只是“一般喜欢”的电器，突然就变得更有吸引力了；
于是，夫妇俩就开始问一些我们能够猜到的问题；
比如，仓库里是不是还能找到一台啊？或者有没有可能从其它门店协调一台啊？
史蒂文心中当然知道他们会这么问，他回答道，
嗯，是有这个可能，我可以花点时间去找人问问，但我想先确认一下，你们就是想要这个型号对吗？如果我找到了你们确定是要的，对吗？
到了这个阶段，整个销售策略最巧妙之处便显露出来；
顾客因为“稀缺”所产生的购买动机，在此时又转化为一种“购买承诺”，一并在此时生效；
大约十几分钟后，史蒂文带着“好消息”回来了，“居然”就被他找到了一台，当然史蒂文同时带来了购买票据和合同，来让夫妇俩签署。
此时，大部分的顾客都会感谢史蒂文的努力，并直接购买下单；
可等等，似乎有些环节被跳过了？
砍价呢？折扣呢？
这些都没有谈啊？
嗯，如果你去问史蒂文，他会很无奈地告诉你，
在我去找货之前，一切不都谈好了吗？
4 小结
值得一提的是，今天内容的背后，依然都是“模糊谈判论”的影子；
分类、二元、语言、极端；
“稀”，“稀缺”的本质，是对“战Vs逃”二元差异的极化；
当我们尝试画出一个分类，战 Vs 逃（做Vs不做），人们的大脑迅速二元化，寻找决策动机；
当“动机”还没出现之前，这个分类对我们来说就是模糊的，没有说服力；
“稀”，可以让我们在谈判中撕开这个分类，让人对“失去”的感受越分明，“稀”字说服力就越极端；
说服力的流动，再次从模糊走向极端。
–
–
–
这里是“谈判思维”！
“模糊谈判力 第五十七篇” 待续
— 桔梗
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中华文化博大精深，源远流长，五千年的历史进程中，经历无数次的改朝换代后，在全国5600余个姓氏中，却只有8个从未衰落过，是哪8个姓氏呢？这其中有你的姓氏吗？ 第一个姓氏是赵氏，《百…
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由古至今，带有君子之气的男生，总是给人一种温润如玉的感觉，令人与之相处之时身心愉悦，并且给人一种未来将会颇有作为之感。故在选择男生名字的时候，选用带有温润之气质的名字，会更加显得通…
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