.png)
.svg)
01
December
2022
.svg)
When you observe sellers, you may see some fail to create urgency during the sales cycle. They are reactive, adjusting to the whims of a customer like a robot receiving instructions. In basic terms, it is order taking. This is a roadmap to failure. The deal may still happen occasionally, but more often the lack of urgency leaves the buyer thinking, “why do I actually need this solution?” Without a strong need, the deal stalls or disappears.
Why Do You Need Urgency?
In economic downturns, customers are more likely to walk away from deals that lack urgency. When budgets tighten, you must increase the need to act. The question for sellers becomes simple: how do you increase urgency in a deal?
Revealed: The Magic Urgency Formula
The answer is almost like an equation. Pain + Value.
These two elements together create urgency during the sales cycle. When urgency increases, the risk of slippage, missed forecasts, or competitor intervention decreases.
Find The Pain
Start by identifying and implicating the pain. You need to uncover the customer’s pain and show how your solution addresses it. Then connect that pain to business value. The pain should clearly impact revenue, costs, or another important area. Value may come from recovering lost revenue, reducing costs, or improving performance.
Show Me The Value
The next step is finding the value. Often, it is already visible in your successful customers. What value did they gain from your solution? Increased revenue, reduced costs, improved efficiency. Use these examples and apply metrics to create a clear, quantified statement. Then connect that value directly to the customer’s pain.
The Sudden Result
Once you combine metrics derived from Pain + Value, you implicate the pain. This is where urgency is created. The customer recognizes the impact of doing nothing and feels the need to act.
Even in turbulent economic conditions, this formula helps maintain momentum. When you clearly connect pain to value, urgency follows, and deals move forward.
.png)
.png)
.png)