One forms to evidence that this condition is true is to think about how many times, its father, its mother, or friend said to it not to be having favors, why one day ……. As the principle is of the scarcity. Of form sufficiently synthetic, it can be said that the people give to more attention and importance what they go to lose, of what what they can earn. This rule can in such a way be used at the moment of the negotiation suggesting to the customer who it goes to lose the promotion that finishes today, or that the parcelamento conditions are only valid until the following day, as in the campaign of spreading of its products, of form to create the sensation of that the customer will be able to lose a bonanza chance. The third rule mentions authority to it. Its application is sufficiently useful in negotiations where the information are not clear, or still, where it has an agreement differentiated for each one of the parts. In these situations, the ideal is to request the explanations for a specialist, who can even though be one professional technician or specialized or a university professor, of is of the pictures of the company, in negotiations that involve high values.

This principle also can be very useful in the materials of communication of its company, therefore to associate the image of its product the recommendation of a specialist, can be a differential for many customers. A personal example of the utility of this rule occurred when I was interested myself in buying a new television. To me to come across with the diverse models and options, I was devastated by diverse doubts, that had been eliminated and they had allowed me to choose, when I found an enlightening article of a specialist in a magazine technique. Now the communication material imagines if, of the mark and model that I chose, presented the recommendation of this specialist, already the advantage imagined that this company would have.