Desperate Much?
Drive Urgency Without Sounding Desperate
Ugh, there is nothing worse than a desperate sounding sales person.
The hard part about sales is that you need to create urgency (Please buy my stuff), but you have to do it in a way that doesn’t appear desperate.
This is the tact of sales people. This is what separates the wheat from the chaff in the industry.
So lets talk about some ideas that you can do to create urgency without sounding desperate.
Fake urgency kills trust. The key? Make urgency their idea, not yours.
1. Problem Recognition Starts the Clock
Rushing urgency before a prospect sees a problem is a rookie move. If there isn’t a problem, change isn’t happening. So before you do anything, figure out if there is a real problem or if you’re trying to manufacture a problem. Ask the following:
What are you using to solve [issue]?
What challenges come with that?
Once they acknowledge pain, urgency follows naturally.
2. Tie Urgency to Their Timeline
Pushing a deal without a clear deadline feels like pressure. Instead, uncover their time frame:
How soon do you need this fixed before it impacts [metric]?
What happens if it’s not resolved in [timeframe]?
If there’s no real consequence, there’s no real urgency. But when they set a deadline, use it.
3. Use Consequences, Not Fear
Fear-based tactics feel manipulative. It’s the worst. Instead of, “You’ll fall behind competitors,” try:
“You said your current process costs [X leads/month]. Delaying could mean even more missed opportunities.”
The first sounds threatening; the second is a reality check.
4. Small Wins Build Momentum
Instead of forcing a big “yes,” secure micro-commitments:
A follow-up demo within their timeframe
Involving decision-makers
Testing or reviewing materials
Each step builds urgency naturally.
The critical part of this is to understand both your sales process and the buying process. If you don’t have that clearly laid out, this will fall flat.
5. Know When to Pull Back
Pushing too hard? Ease off:
“Sounds like timing isn’t right. Should we revisit when urgency is higher on your end?”
You’re not going to win every deal. People appreciate if you let them off the hook. It’s okay. Don’t be the annoying sales person calling all the time if the timing isn’t right. If there isn’t a problem, you likely won’t make one (i.e. you’re never going to convince me I need a new roof if I don’t.)
But something like the above, makes them rethink their priorities—often bringing them back sooner.
Final Thought: Urgency Is Earned, Not Forced
This is the most critical action item if this post. Urgency is earned, not forced. Top reps don’t create urgency—they uncover it. Master this, and you’ll close more deals without the desperation.