Urgency is a powerful tool to influence decision makers to buy your product or service. It creates a sense of scarcity, fear of missing out, and pressure to act fast. But how can you use urgency effectively in outside sales, without sounding pushy or desperate? Here are some tips to help you.
Before you can create urgency, you need to understand your buyer's needs, goals, challenges, and motivations. What problem are they trying to solve? What value do they expect from your solution? What are their buying criteria and decision process? By asking open-ended questions and listening carefully, you can uncover their pain points, priorities, and preferences. You can also use this information to tailor your pitch, highlight your unique selling proposition, and overcome objections.
I believe the biggest challenge here is to understand the real reason for a buyer to slow down. More times than not there is a reason behind the reason (and sometimes a lot more). There is some doubt and some concern there that is not being communicated properly.
Urgency alone is not enough to close a sale. You also need to create value for your buyer. This means showing them how your product or service can help them achieve their desired outcomes, improve their situation, or avoid negative consequences. You can use stories, testimonials, case studies, or demonstrations to illustrate the benefits and results of your solution. You can also use contrast, comparison, or framing techniques to emphasize the value of your offer relative to other options or the status quo.
Creating value for buyers is crucial as it differentiates your offerings from competitors, making them more attractive. This seems glaringly obvious, but it's much more intricate and easier said than done. Providing value builds customer satisfaction, fostering loyalty and repeat business. It also justifies pricing, enhancing the perceived worth of your products or services. Creating this value for buyers involves understanding their needs and preferences. Offer high-quality products or services that address specific pain points or provide unique benefits. Provide excellent customer service, ensuring smooth experiences and prompt issue resolution. Continuously innovate and adapt to evolving customer demands, staying ahead of the curve!
One of the most common ways to create urgency is to use time-based incentives. These are offers that expire after a certain period or depend on a specific deadline. For example, you can offer a discount, a bonus, a free trial, or a guarantee if they buy before a certain date. You can also leverage seasonal, quarterly, or annual events that affect your buyer's budget, goals, or needs. The key is to make your incentives relevant, realistic, and attractive to your buyer. You also need to explain why the incentive exists and how it benefits them.
Another way to create urgency is to highlight scarcity. This is the idea that people want what is rare, limited, or exclusive. You can use scarcity to show your buyer that your product or service is in high demand, has limited availability, or has unique features that are hard to find elsewhere. For example, you can mention how many customers have already bought your solution, how many units are left in stock, or how many spots are open for a special offer. You can also use social proof, testimonials, or endorsements to show that your solution is popular and trusted by others.
The final way to create urgency is to apply pressure. This is the idea that people want to avoid loss, regret, or missed opportunities. You can use pressure to show your buyer that they will face negative consequences or risks if they delay or reject your offer. For example, you can mention how their problem will worsen, how their competitors will gain an edge, or how they will miss out on a valuable opportunity if they don't act fast. You can also use trial closes, assumptive closes, or alternative closes to move them towards a decision.