Often times in sales, we try to keep our opportunities moving forward any way we can. Whether it be making sure to get that next appointment on the calendar, defining next steps, or incentivizing, there are a number of tactics that exist designed to expedite the sales process. But the real value lies with one word: Urgency
So what is it, and how can we create it? Let’s dive in and apply some Inbound Selling tactics.
Urgency is not created, it is uncovered
The premise that we as salespeople can create urgency where none exists, is false. If the prospect does not have a compelling reason to move forward on a certain timeline, then there is no urgency. It is a false belief that we can push our own timeline and agenda to create a sense of urgency. That being said, I have seen this happen time and time again, where sales reps need to inject urgency to get the prospect to move forward now. What do they do? Simple. Discount, price breaks, invoice terms. When a sales rep did not do a complete discovery process to uncover urgency, they have to create a false sense of it with discounting. Not good!
So how can we as Inbound Selling prodigies avoid that, and build urgency in our Inbound Selling process? Let’s take a look at a few ways:
- Define Goals and Timeline
Ultimately this is the first step in uncovering urgency. If we do not have our prospects defined goals, and a timeline on which they want/need to achieve them, then we cannot uncover urgency in our inbound selling process. Goals should be defined, specific, and measurable. A good example would be: “Increase number of sales qualified leads by 25% by June 2016”. This goal is specific, measurable, and has a timeline attached to it. So what do we do with this information?
- Qualify Goals/Timelines for relevance
Now that we have the goals of our prospect, and the timeline on which they want to achieve them, we need to understand whether or not this goal is real, or fake. You’re probably wondering, how can a goal be fake? Two words: Consequences and Outcomes. If your prospect misses this goal, what is the consequence? Perhaps they will miss a company revenue target, and produce less than favorable results for investors. Perhaps they will have to lay off employees if they do not hit their goals. We need to probe for negative consequences to qualify this goal. At the same time we also should be probing for positive outcomes. What if they do hit this goal…will they hit their revenue? Will your contact get a promotion? Understanding the positive outcomes if the goal is achieved will give you another lens to look at the importance of their goals.
- Build a strategy around their Goals/Timeline
We have our defined goals/timeline, we understand the relevance and they are real based on our qualification, now is the fun part in an Inbound Sales process: building a strategy/solution on their timeline. Crafting our solution around their timeline, and stressing the relevance of getting started now, or whenever it makes sense based on the timeline for success of implementation, is crucial. We need to present this strategy speaking in their language, touching on their timeline, and communicating why it is important because of what they said, is huge. This also gives us something to fall back on, if they get squishy when it is time to get started and buy.
“But Mr. Prospect, this strategy will only be successful in achieving your goals and hitting your timeline, if we get you started by X date…I thought you said X would happen if we missed this goal…did something change?”
Inbound Selling is all about creating a sales process that matches how our buyers make purchasing decisions. Uncovering urgency is a way to move deals forward by defining goals/timeline, qualifying them, then crafting a solution around them, is a key process in ensuring the prospects success, and advancing deals.
