How do I create urgency without being too pushy?
Creating urgency in sales can be risky. On one hand, it can give a prospect the nudge they need to progress through the funnel and ultimately convert. On the other, if you come off too strong, your efforts will seem manufactured and put the prospect off altogether.
Despite the risk, many salespeople recognize the importance of urgency in sales and the benefits that come alongside it. The longer a customer waits to buy, the less likely it is that they’re going to follow through on the purchase. The more time they spend deliberating, they’re more open to competing offers and distractions that stop them buying your product, or they might simply lose interest.
So, if your customer is dragging their heels, we’ve put together a guide to help you bring your product to the top of their priority list.
1. Discover their needs
There’s no secret way to force a prospect to hurry the sales process along – if they want to, they will. What you can do, however, is make them realise the benefit of buying your product right now to solve their problem.
We’ve written before about asking open questions to open customers up and establish the challenges and problems they face, but it’s worth repeating. Prospects won’t acknowledge they need your product unless you ask questions and help them recognize their needs. Afterwards, they will feel a natural sense of urgency and increase the likelihood of taking action.
2. Figure out their priorities
How many times have you heard the objection “It’s not a good time to buy”? Prospects sometimes use this line as a stalling technique, and it’s usually a sign that they just aren’t feeling a sense of urgency or they can’t see the value your product offers (yet).
To create urgency in sales, you need to align your product with your prospects’ priorities. HubSpot suggest 15 responses to the “not a good time” objection. Question number four is especially useful. Asking them outright what their other priorities are gives you a better understanding. It could simply be that they have more pressing things going on right now. Alternatively, their answer could help you explain the impact of your product and how it will help them meet their goals.
If you successfully communicate to your prospect how your product supports their priorities and meets their needs, you will have a much better chance of completing the sale.
3. Communicate value and solve their problems
Once your prospect acknowledges their needs, it’s time for you to communicate the value your product offers and how it will solve their problems. Every time you follow up with a prospect, ensure you’re communicating the benefits and value that buying your product will add. Offering beneficial information that informs their decision helps you build rapport.
Based on what you learnt from your initial research and then from listening to the prospects’ answers to your questions, communicate value wherever you can. Whether it’s in the form of an eBook, a case study or a product update, becoming a valuable resource to a prospect keeps you at the forefront of their mind and helps to nurture the relationship and the trust the prospect has in you.
4. Understand that some people need more time
Finally, it’s important to remember that some customers need more time than others – some people buy on impulse whereas others take their time and evaluate alternatives.
After you have learnt their needs and priorities, and are communicating value to them, allow the prospect time and space to let your message sink in. A strong, long-lasting relationship won’t be built after just one sales call, so give yourself time to build trust and rapport to make the journey a success for everyone involved.
No amount of urgency will sell a product to a customer who doesn’t want or need it. The purpose of creating urgency in sales isn’t to dupe your customer into buying something – it’s to solve their problem as quickly as possible.
Creating a sense of urgency without being aggressive is a skill that most sales professionals strive to learn. It involves a thorough understanding of your prospects’ needs, and asking the right questions. How do you create a sense of urgency? Let us know in the comments section.