SalesTalk: Creating Urgency Without Pressure – Closing with Integrity

On 22 November 2024, SalesTalk host Bradley Scheffer was joined by Tom Turnbull, Commercial Director at Business Reporter, to unpack one of the most critical yet nuanced aspects of sales—creating urgency without resorting to high-pressure tactics.

 

Why Urgency Matters

The episode begins by challenging the stereotypical image of the "pushy salesperson." As Turnbull aptly puts it, "The art of sales, when you break it down, is the art of helping people make decisions." Whether the outcome is a yes or a no, decision-making is the ultimate goal. However, a common frustration among salespeople isn’t outright rejection but indecision—prospects who linger in the "maybe" zone.

 

Authenticity in Sales Tactics

Scheffer and Turnbull explore how urgency can be embedded into the sales process in a way that feels natural and client-centered. They emphasize that urgency isn’t just about pushing a sale—it’s about addressing the potential negative consequences of inaction. "Inaction leads to its own set of risks," they point out, and helping clients realize this can be a powerful motivator.

 

Turnbull highlights the importance of aligning urgency strategies with the client’s needs and goals. For instance, in event sales, the urgency is inherent due to set dates. However, for evergreen products like software, salespeople need to manufacture a sense of urgency through value-driven conversations.

 

Building Urgency with a Purpose

To create urgency effectively, salespeople should:

• Set clear expectations upfront: Establish the agenda at the beginning of a conversation. Outline the goal of the meeting and agree on next steps.
• Emphasize benefits over pressure: Position urgency as a benefit to the client, not just a convenience for the salesperson.
• Leverage psychological drivers: Scarcity, competition, and time sensitivity can motivate action. For example, Turnbull shares how limited resources or team availability can create urgency in software implementation timelines.
• Maintain energy throughout the process: Consistency in urgency—from the first call to the final follow-up—helps build momentum.

The Psychology Behind Decision-Making

The discussion also delves into the psychology of urgency, noting how natural cycles, like the end of a quarter or the New Year, often spur decisions. Salespeople can tap into these moments by framing their pitch around the client’s own goals and timelines.

 

Turnbull emphasizes the importance of taking responsibility for recommendations, stating, "Sometimes urgency is created by certainty." Being direct and authoritative about the best course of action can help clients move forward confidently.

 

Conclusion

Creating urgency without pressure is as much about understanding the client as it is about mastering sales tactics. By embedding urgency holistically—throughout the entire pitch—salespeople can drive decisions that align with their clients’ best interests.

 

Next week on SalesTalk, Scheffer and Turnbull tackle the ever-relevant topic of objection handling. Until then, stay tuned and keep the questions coming via the Business Reporter site’s live chat.