June 25, 2025

Pipeline Perspectives Issue 19 - You need to build urgency!

September 24, 2024

Pipeline Perspectives banner — The Newsletter By Sellers, For Sellers.

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Issue 19 - QUICK! HURRY! YOU NEED TO BUILD URGENCY!

One of the biggest sticking points B2B sellers face is keeping the velocity up in their pipelines. The deal might be going well post-trial kickoff, but speed and engagement are the name of the game if you want to bring things to a close.

But how exactly can you do that? Here are the four things you need to know how to execute to float your deals all the way to closed-won.

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If you don't know the pain, you'll get nowhere

"Show me you know me," as they say. If you don't understand your prospect's pain, and exactly how much it's impacting them, it's going to be impossible to create urgency in a convincing way.

When you know a client's pain deeply, you'll know exactly how your value proposition will influence their decision-making process. The more you can emphasize their pain and why your product is the perfect solution, the easier it'll be to create a natural urgency with your prospect.

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Blend scarcity and authenticity

Scarcity is one of the most effective ways to build urgency. When sellers build a sense of scarcity, it looks like offering limited-time discounts, warning of eventual price increases, or giving them another "offer they can't refuse" if they act quickly.

But if the deal is hanging on by a thread and you pull a too-good-to-be-true offer out of your hat on the last day of the quarter, the prospect will see right through you. They'll know your deal will stay on the table as long as they want, as long as they can continue keeping you alive in their pipeline.

The trick here, then, is to introduce a deal or discount in a more authentic way earlier on in the process. Tell them in an earlier conversation about your pricing model changing. Tell them about a program ending soon, where you can trade a case study for a discount. Let your prospect know about these opportunities in a "transparent" way, to create urgency, but not unbelievable urgency.

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Lay out the cost of procrastination

Over the course of the sale, you and your prospect have likely been engaging in a dozen follow-up messages, many meetings walking through trials and decks, and countless hours on calls. You're ready to close it out, but for some reason, the deal is dragging.

If, for any reason, they're procrastinating at the end, it's time to loop back to their original pain. Make them vividly aware that their problem is unsolved, and for every day, week, and month it remains that way, they lose time and money. Wrapping things up should be easy if your product is truly a fit, and your prospects are in limbo with a problem still on their hands.

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Build urgency most effectively with the right coaching

B2B sales are always nuanced. The exact right strategy for building urgency with one client may not work for another. That's where Pod's Deal Coach comes in. Check out how it works below, and thank us later.