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  • Writer's pictureGreg Meehan

Urgency Rides Shotgun for Sales – Never in The Back!

I’ll let you in on something. The secret to nailing a sales deal? It's not about pulling tricks out of a magician's hat in the eleventh hour. No, it's about getting down to business right from the get-go and establishing urgency when the buyer's intent is firing on all cylinders.


Late is never great

Think about it: you're in the market for a new car. You've done your research, compared models, and finally settled on one that checks all your boxes. Just as you're about to close the deal, the salesperson drops a bombshell: "If you buy today, you'll get a special discount!"

Now, hold on a minute. Why wasn't this discount mentioned earlier in the process? Why the sudden urgency to make a decision? It feels like a bait-and-switch, leaving you questioning whether you're getting the best deal or if there's a catch.

This is precisely why creating urgency late in the game can erode trust.

The prospect may start to wonder: "Did they overprice the product initially? Why are they offering a discount now?"

It can feel like a lack of transparency, and no one likes feeling like they're being taken for a ride. It's always better to establish trust from the beginning, presenting your best offer upfront.

Establish urgency during discovery

Now we have established the urgency in establishing urgency in the early stages of your sales process – where do you start? The magic happens when you ask the hard-hitting questions right off the bat, digging deep into the "whys" when the buyer is all ears.

It’s like peeling back the layers of an onion to get to the heart of the matter.

Start with understanding:

Inbound enquiry

  1. Why a potential prospect is knocking on your door.

  2. What prompted them to reach out now?

  3. What challenges or goals are they facing that your solution can address?

Outbound enquiry

  1. How come they agreed to the meeting?

  2. What piqued the interest?

  3. What are their current priorities and why?

For instance, if a prospect approaches you for a software solution, it's not just about the features and functionalities – it's about understanding the pain points they're hoping that solution can solve.

Are they struggling with outdated systems that hinder productivity? Do they need a scalable solution to support their growing business?

By delving into these questions, you unearth the urgency behind their inquiry. It's not about selling them a product; it's about offering a tailored solution that genuinely addresses their needs.

Apply the MEDDIC framework

How do you go about answering those ‘whys’, ‘whats’, and hows’?

It all starts with thorough pre-meeting research. Dive into the prospect's history – what have they tried before, and what were the outcomes? This information equips you with context, allowing you to approach the conversation with a well-informed perspective.

A framework I like to use is MEDDIC. Think of it as a treasure map for your future sales journey, guiding you through the complexities of your prospect's motivations and needs.

It stands for: Metrics Economic Buyer Decision Process Decision Criteria Identify Pain Champion.


  • Delving deep and understanding the metrics they’re after.

  • Identifying who holds the economic power.

  • Grasping the decision-making process.

  • Knowing the criteria that will shape their choices.

  • Pinpointing the pain points that your solution can alleviate.

  • Finding your champion – that person who believes in your solution as much as you do.

How to sustain early-stage urgency

You’ve done the research, understood your prospect inside out, gathered the ammo you need to build trust and create early-stage urgency – now how do you keep them hooked throughout the rest of the journey?

Real stories, real impact:

Let's dive into some success stories. It's like a little nudge that says, "Hey, taking action pays off."

"I've got this prospect who was in a similar boat. They decided to take the plunge, and guess what? In no time, they saw serious improvements. Efficiency went up, and their bottom line got a nice boost."

The what-if scenario:

Now, let's play the "What If" game. What if they wait? What might they miss out on? What potential roadblocks could they encounter by hitting snooze? It's not about scaring them, just giving them a reality check.

"Get that you want to weigh your options. But, let's think about this: every day without a solution is a day you could be making headway. It's worth considering, right?"

Remember, this isn't about playing hardball. It's about giving your prospect a gentle nudge in the right direction, based on what matters most to them. By tying urgency to their goals, you're not just pushing for a decision – you're setting the stage for progress.

Understanding + Sincerity = Trust

Last bit on your sales journey with your prospect – show genuine interest. This isn't about a hard sell; it's about being a trusted advisor.

By showing that you care about their success and aligning your solution with their needs, you create a sense of urgency organically. The prospect recognizes that you're not just there to make a sale but to genuinely help them achieve their objectives.

This ultimately lays the foundation for a strong and trustworthy prospect relationship – one built for the long term.

Not sure how to get started or need some help to talk about where you’re stuck? Drop me a DM on LinkedIn!


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