Have you ever noticed that all marketing and sales training emphasises creating both scarcity and urgency in a prospect’s mind hoping to convince them to buy now?
The question is… does it actually work?
All sales comes down to timing. Theirs!
If there’s one thing I’ve realised over the decades, it’s you can’t force urgency.
I’ve seen countless salespeople try – generally because they don’t have a big enough pipeline and chase any interest, wasting time on people who aren’t ready instead of focusing on those who are.
People buy for their own reasons, when they’re ready, not when you need to make your numbers.
Yes, you can help people understand the need to take action by having them grasp the implications and impact of staying with the status quo as well as the benefits of implementing a solution, but ultimately, it’s their decision.
A useful way to test for conceptual agreement is to create a ballpark business case to see if they’re serious.
I’ll say, “Based on your challenges and goals, here’s a rough business case and estimated cost.”
Then, we’ll adjust it together.
Next, I’ll ask: “If the final price and case stay in this range, will you commit to making a decision?”
If they hesitate, move on. They aren’t ready.
That’s not to say they won’t be in the future. You need to keep in touch so if/when things change, you’re front of mind.
Couple of points to note.
If a buyer agrees with the business case but won’t commit, they probably won’t decide. You need to know that now instead of wasting time.
And it helps buyers realize if they’re ready. If they aren’t, they respect your honesty, and they’ll come back when they are.
So the bottom line is find urgency – don’t try and artificially create it.
That’s how you close more deals.
Rashid.
