Urgency is a sense of importance requiring rapid action, a persistence of immediate need. (I know people create double-axis charts of urgency and importance, but are they really different?)

If you’re not receiving swift agreements, if the prospect is forever asking for delays, wanting to involve a seer and a prophet, telling you he or she needs to “reflect,” then you aren’t creating urgency. In fact, you’re the black hole of urgency.

No action is escaping.

Don’t focus on value at the exclusion of urgency. Show the cost of lost opportunity. Prove that this particular time (busy season, off-season, high sales, low sales, complex, plateaued—whatever) is exactly the right time.

When someone yells “Fire!” people know they can’t afford not to listen and respond. So stop yelling, “Don’t worry, there’s no fire!”

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