Creating urgency for your product or service isn’t about telling people there’s a limited time to buy. It’s not about how many seats are left in your workshop. It’s not about an early bird discount or an arbitrary deadline.
Urgency is about need. If you want people to feel a sense of urgency for buying your product or service, you need to know why they need it now.
People don’t need things now because they might like to learn more about what you sell. They also don’t need things now because they’re pretty or you’re excited about them. And they don’t need things because they like you.
People need what you’ve created now because they’re ending a 10-year relationship and want to be intentional about what they’re creating next. They need it now because they’re sick and tired of opening their closets and not having a clue what to wear. They need it now because they wake up every morning still feeling exhausted, and they’re beyond ready to make a change.
Urgency is absolutely the key to selling more of what you’re putting out into the world.
But it’s not based on numbers or time. Sure, those things help people make a decision. Ultimately, however, people buy now because they’ve reached a point of no return. They can’t help but search for a solution to their need and start using the one they find.
The key is being able to recognize your customer’s needs through listening and observation. Once you allow the customer to talk and absorb what they tell you, the ability to pick up on what they really need and why they need it should present itself. Additionally, it’s helpful to narrow the options to create focus around the decision process.
4 Steps to Create a Sense of Urgency with Prospects
1. Help your prospects recognize their needs.
Your prospects can’t benefit from your product without acknowledging that they need it — so get them to see the big picture with open-ended questions that demonstrate their needs and how you can help solve them. When you help them recognize their needs, you will create urgency and increase the likelihood that they’ll take action.
For example, if you work in the sales performance space, try to ask questions that will uncover sales performance needs, like:
- Are you trying to keep your team focused on the right things?
- What are the key initiatives you are working on, and how are you keeping your team focused on them?
- What are the specific selling behaviors that you would like your team to improve on immediately?
In this video, Vice President of Sales for Cultivate Advisors, Nicole Gallop, outlines the first three steps to building urgency.
2. Spend less time selling, more time listening.
The less you sell/pitch, the more you’ll command the attention of your prospects. Of course, you will ultimately be trying to demonstrate your value, but the key to a successful conversation is simply lending an ear. Making the conversation primarily about them, as opposed to what you’re selling, will keep your prospect engaged — and you may be surprised at the urgency you can create by allowing your prospect to come to their own conclusions, as opposed to berating them with sales speak.
3. Be a problem solver.
Once you have your prospect on the phone, make this time count. This is the perfect opportunity to communicate and share ideas on how to quickly resolve problems or address concerns that affect them. Be clear and articulate on how you can minimize pain points and add value where there’s a need. Often, prospects respond favorably to personalized attention to detail, which will help you have more candid, meaningful conversations that ultimately shorten your sales cycle.
4. Find reasons to continue communicating value.
Continue to keep your prospects engaged by sending thoughtful notes, updates, relevant articles, case studies, eBooks, and referrals. It only takes a few minutes each time, and becoming a valuable resource while staying on their radar will keep your offerings a point of focus. Pestering isn’t the goal. Offering beneficial information that informs your prospects’ decisions will be welcomed and help maintain communication while building rapport in the process.
You can also focus on driving quick wins with your prospect. If you can break your sales cycle down into smaller steps, you can build value at each step. When the prospect moves one step closer in the sales funnel, it can be celebrated with your prospect. It will keep them engaged and those wins will result in the prospect moving deeper into the full and ultimately converting to a sale.
In this video, Vice President of Sales for Cultivate Advisors, Nicole Gallop, outlines how to create gap and demonstrate value, to continue building urgency.
Try incorporating these simple steps into your sales process, and you will not only create a stronger sense of urgency among your prospects but help build the trust, rapport, and satisfaction that will ultimately make the buying journey easier for all involved.
If sales aren’t your strong suit, and you don’t know where to start, you don’t have to go at it alone. Schedule a free two-hour session to dig into your business and develop a plan.
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