EP Huddle #21
Do you ever struggle building urgency with prospects in your pipeline? There are two types of urgency building statements that can help formulate proper (and swift) next steps.
"We don't have much time and need to act fast" is one sentence that will help you create urgency with prospects who are hesitant to make a decision. Explain to them the steps in the process. Share what needs to occur between the time they make a commitment and the time when the implementation begins. I once recruited students to a college. If we were two months away from classes starting, we definitely didn't have much time to spend deciding on the best college. I'd argue that the prospective student should apply to the college, complete all of the paperwork and admissions requirements and go through the acceptance process. Regardless of whether she ended up attending my school, didn't she want to know for sure that she'd be accepted into the program to help her make a final decision? Well, we need to do this soon since there's not enough time.
"We have plenty of time, let's just take it one step at a time" is another sentence that helps offset the perceived lack of time to make a thoughtful decision. In sales, we lose deals before they even start because the prospect immediately disqualifies themselves. In the college recruiting example from above, many prospective students wouldn't apply to the college because they didn't feel there was enough time to go through the admissions process. They would disqualify themselves before we could ever have a conversation. By showing that you know the process and next steps to properly implement a product / solution, you help them overcome one major fear, which is a fear of being rushed. I'd share with these students that there was plenty of time, as long as they were committed to work with me through each step of the process to ensure we completed everything quickly.
As a team:
Think about your business and your sales process. How long does it take to properly work through each step of the buying process and implementation process? What times during the year / sales cycle seem to cause prospects to either feel rushed or feel no need for quick action? How can you work with them to understand the process and why taking action today might help them the most?
How can you best generate the urgency without worrying your prospects and causing them to delay any decisions?
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