The Scarcity Principle in Sales
What you'll learn
Explain the Loss Aversion mechanism and why scarcity speeds up buying behavior
Tell apart and apply the three types of scarcity — quantity, time, access — in the right product context
Design a complete urgency campaign using the 5-step process, combined with anchoring and social proof
Evaluate real case studies from Vietnam to draw lessons for the product you manage
Spot and avoid the mistakes of fake scarcity that cause lost trust and legal risk
Skills covered in this course
Languages
Course description
Why can a line saying "only 3 left" quadruple your orders even when price and quality stay the same? This lesson unpacks the psychology behind it, drawing on Kahneman and Tversky's Loss Aversion research and the classic "cookie jar" experiment, to explain why the brain reacts more strongly to the risk of losing an opportunity than to the desire to own something. It covers the three common types of scarcity in sales — limited quantity, limited time, and limited access — plus a 5-step process for designing an urgency campaign that works instead of feeling forced. A series of familiar case studies shows how Vietnamese brands apply the principle: Flash Sale on Shopee, Coolmate's Limited Drop, TikTok Shop livestream selling, and Highlands Coffee's seasonal products. The lesson draws a clear line between genuine urgency and fake scarcity, along with the legal risks under current consumer protection rules. It's a great fit for marketers, sales professionals, and e-commerce sellers who want faster buying decisions without sacrificing customer trust.
WHAT'S INCLUDED
Unlimited access forever
Price with free access
