⏰ Time kills deals. If urgency isn’t present, prospects delay, debate, and ultimately defer decisions. Sellers must create urgency early to avoid being sidelined. The Sprint to the Summit, where margin is created and protected, is the key to the Priority Sale and requires a degree of urgency; without urgency, you’re heading towards the Procurement Sale, where margin is often razor-thin.
💡 Lead with the threat
Buyers act when they feel pain or risk, not when they are merely intrigued. Identify the specific, urgent threat your prospect faces. Don’t talk features. Talk about what’s at stake. Highlighting potential lost revenue or productivity can push them toward action.
🧠 Engage the brain
The Primitive Brain makes fast, instinctive decisions. Tie your solution to an urgent threat and activate this part of the brain. Focus on the pain they will feel if they don’t act now.
🚩 Trigger urgency with insights
Share insights that reveal new or underestimated risks. Help the buyer see the cost of inaction by asking questions like: What would delaying this decision cost you in lost revenue or efficiency?
⏳ Don’t let the process drag
Keep momentum. After surfacing a threat, guide the buyer to take quick action. Delays dilute urgency. Stay focused on the urgent priority.
🔑 Takeaway
Prospects don’t act until they feel urgency. Align with their most pressing threats, activate the Primitive Brain, and move the deal forward before the clock runs out. The Sprint to the Summit has only one winner, and it’s the one who maintains a sense of urgency all the way to the finish.