Ever win a deal only to find that the date starts slipping… first next month, then next quarter, then… well, after the new year? How about the customer who says that they will consider what you are selling at a later date? What is it that makes some customers make a firm decision on the spot, when a similar customer feels they have all the time in the world to get around to it after things settle down? The owner and the controller of urgency is not the customer. It is you.

As sales people, we have learned to identify dozens of reasons for project delays and decisions being on hold. But the truth is, there are only two reasons for a decision to be on hold. Only two. Either we haven’t helped our customer discover the impact and benefit of the decision, or we have not yet talked with the right person.

Let’s take an example. Suppose our solution helps the design and production of a new product get to market faster. That’s nice, but that same fact impacts every customer differently and to a different amount. If we have not determined that amount with our customer, than faster design and production is a nice thing to have. But if we help our customer to declare that it costs them $30,000 for every month they delay… well that’s quite a different story.

The same would be true for anything from $10 phone charges to hundreds of millions of government contracting. If they knew the impact, you could create urgency. Step one accomplished, but often the customer who can determine that is not the same customer who can order the change.

Somewhere within your customer’s domain is a person who, if they knew that… if they knew and believed that every month without your solution was another $30,000 down the drain, all hell would break loose, and they would do whatever it took to get it now! You have to get with that person. You, and you alone, are responsible for creating urgency.

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