The sales process and, to a lesser extent, marketing are the forums in which scarcity models show up most clearly in business.
This is hardly surprising given that sales is about acquiring clients and customers, and that is, in turn, the means of acquiring money.
Here are some ways that scarcity models reveal themselves.
Sometimes one meets people at networking events who just give off a sense of neediness. It may be slight but it can more apparent at repeated meetings.
It’s possible that the person—let’s call him or her White—isn’t at all needy and the other person (Black) is mistaken, or may be projecting their own neediness onto the encounter. But, usually White is, and the crucial point is that either
(a) White is unaware of this and is therefore communicating his/her state of mind subconsciously (like we all do, most of the time)
or (b) White is aware that he/she can be needy, but is unaware that he/she is communicating it and/or doesn’t know how to stop doing so.
Only on rare occasions is White consciously communicating this neediness, and that’s because White knows—like we all do—that neediness is unattractive to the point of being offputting. People metaphorically, or even literally, move away from you if you keep it up.
Neediness is, of course, an expression of the scarcity model: “I need you to become a client” or “I need you to give me a lead” because “I know there isn’t enough to go round”. One of the reasons this is unattractive to other people is that White is essentially putting him/herself in a dependent position and, why would you want anyone, let alone someone you hardly know, to be dependent on you?
It has to be mentioned that some people would rather be right about a bad situation than go through the risk of changing the situation to a better one. They as good as create a work situation which conforms to their beliefs around scarcity, so it isn’t really surprising that they feel scarcity! But, at least they can be confident that their view of the world is right.
Giving in order to get
Many years ago, I had a one to one meeting with an accountant who, during our conversation, took from his desk a ledger in which he had recorded the value of all the business that had been referred to him so that he could be sure that he didn’t refer work of a higher value back.