Understanding the Psychology Behind Decisions

You may have heard the phrase “decision fatigue”… AKA “The Silent Saboteur”. The human brain is hardwired to conserve energy, often avoiding decisions to save itself from exhaustion. This is known as decision fatigue, which significantly impacts our ability to make choices, particularly by the end of the day. It’s important to remember this when approaching clients and the impact it can have when looking to hire.

The Case for Deadlines

Deadlines create a structure that makes it easier for the brain to work within, ultimately reducing the mental strain of decision-making. By creating a timeline, you’re encouraging your clients to prioritize their decisions, making them less likely to defer them indefinitely. I suggest that an optimal timeline for a deadline is seven days, with an additional strategy to enhance its effectiveness.

Introducing the Fast Action Bonus

The 48 to 72-hour fast action bonus is a powerful strategy that can be implemented with your next potential client. It’s a limited-time incentive offered only to those who commit within a short window after your discovery call. This method leverages scarcity to motivate quick decision-making, yet without applying undue pressure. A specific example that I utilize is offering an ad audit within my ad management business. This audit, which I already perform for my benefit, becomes an enticing bonus for clients. The key thing to remember is to offer something valuable yet not overly time-consuming for you. Keep it simple! Other service providers might offer custom graphic templates, social media audits, or additional consulting sessions as fast action bonuses. No matter what you choose, the principle remains the same: offer something you’re already doing that adds perceived value to the client.

Steps to Implement a Fast Action Bonus

The first step to implementing this strategy is to craft your offer. Start by identifying tasks you routinely perform that can be converted into a compelling bonus. Ensure it’s something that aligns with your services and adds real value to the client. The next step is to clearly communicate the deadline and the bonus during your discovery call. For example, I explain it as a “decision-maker bonus,” adding urgency without pressure. Always follow this up in your proposal, to emphasize the limited-time nature of the offer. The last step is adding in a structured follow-up, which the strategy sets up within itself. The fast action bonus provides a reason to follow up, a crucial step often deemed as ‘bugging’ by many service providers. Sending reminders about the bonus and overall proposal helps keep the conversation alive. A well-timed email stating, “Just a quick reminder that your 48-hour decision-maker bonus expires tonight,” makes it easier for clients to commit quickly.

Addressing Concerns and Avoiding Pitfalls

If your initial thought is, “Is this high pressure for my clients?”, the answer is no. What you’re doing is offering additional value in exchange for a quicker decision. Another way to think about it is that people do not want things taken away from them. The fast action bonus taps into this psychology perfectly.

Even if clients don’t commit within the bonus window, your regular proposal is available for seven days. This extended, yet still defined, time frame preserves your opportunity while also respecting the client’s need to think about their decision. If they still haven’t reached a decision by then, the proposal serves to protect your time and pricing.

Visit successful examples, like the podcast episode with Crystal, another advocate of the fast-action bonus, who charges $3,000 to $3,500 a month per client. This proves that this strategy is not just for newcomers but also for seasoned professionals.

Conclusion

The fast-action bonus is such a powerful tool to speed up client decisions without deploying high-pressure sales tactics. Whether you’re an ad manager, a social media manager, or another freelance service provider, incorporating this strategy into your business could change the game for you.