Without urgency deals rarely get closed. Contracts and decisions float and
eventually fade out, and that’s exactly what happens to business when urgency
isn’t used properly: it dies a
Urgency is a delicate thing for most
salespeople. It has to be
fine-tuned and applied correctly in order to be effective. Too much urgency can quickly turn into
desperateness and turn the prospect off, while too little puts the salesperson
on the defensive with no control over the deal making process.
A good salesperson is attacking, in some fashion, at
all times; they are never on the defensive. They remain upbeat and confident throughout the entire
negotiation, never batting an eye when the prospect turns them down (“No”) or
when the contract is signed (“Yes”).
They are constantly moving forward (“Who’s next?”)
So how do you train salespeople to be affective in
the art of urgency so eventually they can become effective in closing
deals? Whether you are in a field
where the sales process is short or long there are ways to help speed up
Set the tone early with the prospect. In the first few seconds of your conversation you must come
across as sharp, businesslike, and extremely clear with your intentions. Many salespeople can be a bit “chummy”
with the prospect and that can lead to a slower sales process. Salespeople who are more customer
service oriented tend not to ask for the sale or give the prospect a time frame
to act. They get strung along with
each and every call. Remember,
this is not McDonald’s (“can I take your order?”), but sales. You’re like a boxer cutting off the
ring against his opponent.
Eventually they have no place to run. It’s either yes or no.
Tone of voice.
Listen to your voice carefully when you’re speaking with the
client. Is it weak? Does it waiver? How confident are you? Are you moving the process forward or
are you just going over the same material and listening (and perhaps not paying
attention) to the prospect’s objections?
frame. You have to give the
prospect a time frame, whether it’s the close of business today (usually done
with impulse sales) or two weeks, you need to have some kind of urgency built
in to your pitch or follow-up calls.
Discounts can play an important role as well. For example:
“Bill, I know we’re close here, and I can give you
15% off if you sign by the end of the week. If not we can revisit this next quarter but not at this
That’s a firm statement, and perhaps a bit of a hard
close, but one thing it’s not is desperate.
A good salesperson has to have a bit of swagger, a
serious business tone, and be able to set time limits and stick to them. Working on these three areas day in and
day out removes any possibility that you’ll become The Desperate Saleperson.