My reserve lawnmower broke yesterday.

I say “reserve”, it’s been first choice for about five years now, ever since the proper petrol one stopped working.

That’s still in the shed too – a friend with more of a clue about these things told me it was fixable, so as each summer concludes, I tell myself that next year, I’ll get it sorted.

I’m telling myself that this year too, only now I really will have to get it done, unless I can convince Grace that we’re going for the “wild” look.

Why haven’t I got it sorted before now?

Friction.

First, I’d need to research and find a company that fix lawnmowers, and understand whether it’s worth the repair fee.

Then, I’d have to find the time to lug it to the car and drive it to whichever company I ended up choosing.

Not exactly two of the hardest tasks in the world, but two tasks that aren’t top of my to-do list, and are unlikely to ever make it there.

Two points:

1. Friction KILLS sales – eliminating it as much as you can from your processes will get you more over the line.

If a repair company had marketed to me in any way whatsoever over the last five years, they’d be in the boxseat for the work. And if they’d offered to pick up and drop off the machine, I’d be even more likely to sign on the dotted line.

2. Urgency DRIVES sales – if your prospect HAS to take action, you’re much more likely to get the sale.

Next year, I’ve got no choice but to do SOMETHING, whether that’s get it fixed, or get a new lawnmower. Urgency drives action, and if you can communicate urgency in your marketing, you’ll make more sales.

Hope this helps – if you’re stuck for ideas on how to do either of the above, drop me a line.