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What are some effective ways to create urgency and value for prospects who are not ready to buy?

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You've done your research, identified your prospect's pain points, and presented your solution. But instead of closing the deal, you hear the dreaded words: "It's not a priority right now." How do you handle this common objection and create urgency and value for prospects who are not ready to buy? In this article, we'll share some effective ways to apply solution selling principles and techniques to overcome this challenge and move your prospects closer to a decision.

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1 Understand the root cause

The first step is to understand why your prospect is saying "It's not a priority right now." Is it because they don't see the value of your solution, they don't have the budget or authority, they have other competing priorities, or they are simply not interested? Asking open-ended questions, listening actively, and using the SPIN (Situation, Problem, Implication, Need-payoff) framework can help you uncover the root cause of their objection and tailor your response accordingly.

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Tom DuBois

Sales Leadership & Strategy | Business Development | Account Development & Management | Channel/Partner Management | Microsoft Product & Licensing Expertise
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Sounds like you're not talking to the BDM, or your qualifying questions didn't hit on their trigger points. What, how, and why questions would help uncover; what happened to get them to this point, how does this impact the organization, and why is this a priority or not for the organization at this time?

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James Waddell

Senior Inside Sales Professional | Helping customers have full visibility into their Supply Chain
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I am trying to understand how the salesperson got to the Close and just now hearing, 'It's not a priority". Yes, ABC, but the customer has an interest demonstrated with a commitment to continuing with a Demo/Presentation. This should have been vetted well before a demo/presentation was given. However, if you are here and this is the objection, you might have been speaking with a true non decision maker or someone that has no authority to bring change to a department or organization.

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Ritika J.
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1. Value Proposition 2. Urgency Drivers - relevance & clarity 3. Urgency Inhibitors - anxiety and distraction 4. Start Early - You have to plant the seeds of urgency earlier than you think. In other words, this is the first thing you need to do. In the first meeting, you need to deliver a relevant and clear value proposition that speaks to both their internal and external motivations. 5. Guide Your Prospects 6. Understand the Decision Making Process 7. Climbing the ladder - You have to start at a higher level. 8. Listen More, Sell Less - Establishing trust and rapport with a new prospect or client takes time. 9. Communicate Value

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2 Quantify the cost of inaction

One of the most powerful ways to create urgency and value for prospects who are not ready to buy is to quantify the cost of inaction. This means showing them how much money, time, or resources they are losing or wasting by not solving their problem with your solution. You can use data, case studies, testimonials, or benchmarks to illustrate the impact of your solution on their bottom line, productivity, or customer satisfaction. By quantifying the cost of inaction, you can help your prospect realize that doing nothing is not an option and that they need to act fast to avoid further losses or missed opportunities.

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Jim Carlin
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Be very careful with this approach. This borders on a hard sell tactic and can be received negatively if not done properly. Its like selling insurance. The prospect probably already knows this. Bring it up as a story about some other organization that got into trouble rather than attacking this head on. A comment during a call about a news event they may not be aware of is a prime means of introducing this topic.

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Jeffrey Blake

VP of Sales and Marketing @ CEVIANS LLC | Sales, Marketing, Business Development Leadership, New Product Innovation
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As a corollary, demonstrate the benefits. Often times, without trying it, prospects have trouble visualizing your solution and it's value. If possible, a free sample, trial, or technical consultation of your product or service can be beneficial in further engaging customers and getting them to take action.

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3 Align with their goals and priorities

Another way to create urgency and value for prospects who are not ready to buy is to align your solution with their goals and priorities. This means understanding what matters most to them, what motivates them, and what drives their decision-making process. You can use the BANT (Budget, Authority, Need, Timing) framework to qualify your prospect and identify their buying criteria. By aligning your solution with their goals and priorities, you can show them how your solution can help them achieve their desired outcomes, overcome their challenges, or fulfill their needs.

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Rus Slater

I help managers to enable their people to perform better in their roles
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If they are saying that they are not ready to buy, then ipso facto the solution does not align to their goals and priorities...Likewise they are most unlikely to have an budget set aside, earmarked or even available for this...

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4 Leverage social proof and scarcity

A third way to create urgency and value for prospects who are not ready to buy is to leverage social proof and scarcity. This means using the influence of others and the fear of missing out to persuade your prospect to take action. You can use social proof by sharing how other customers have benefited from your solution, how your solution has received positive reviews or ratings, or how your solution has been featured or endorsed by reputable sources. You can use scarcity by creating a sense of limited availability, exclusivity, or urgency for your solution, such as offering a discount, a bonus, a trial, or a deadline. By leveraging social proof and scarcity, you can make your prospect feel more confident and compelled to buy your solution.

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5 Follow up and add value

The final way to create urgency and value for prospects who are not ready to buy is to follow up and add value. This means staying in touch with your prospect until they are ready to buy, providing them with relevant and useful information, and addressing any concerns or questions they may have. You can use the AIDA (Attention, Interest, Desire, Action) framework to guide your follow-up strategy and move your prospect through the sales funnel. By following up and adding value, you can build trust and rapport with your prospect, reinforce the value of your solution, and create a sense of momentum and urgency for them to buy.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jim Carlin
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Often times business cases are based on cost savings. But those savings have to be reflected into the primary business of the company. Decision makers have to recognize the highlighted benefits help not just in safety/efficiency/security but in their overall business objectives. Also multiple contacts inside the company may point out an internal political issue preventing real progress. Point out how the solution benefits them personally. Ambition is a powerful thing. If you can subtly (and I do mean subtly) point out the career benefits a bold decisive decision can have for the decision maker it can only help.

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What are some effective ways to create urgency and value for prospects who are not ready to buy?

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1 Understand the root cause

2 Quantify the cost of inaction

3 Align with their goals and priorities

4 Leverage social proof and scarcity

5 Follow up and add value

6 Here’s what else to consider

Solution Selling

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