Can a salesperson create a sense of urgency with customers and use that urgency to incentivize them to place an order? In fact, they can. However, there are some conditions that must be adhered to. For instance, laying the groundwork for that “sense of urgency” must be subtle and not so direct or confrontational that it makes the customer feel uncomfortable. Otherwise, the salesperson risks overplaying their hand and if the customer balks, then the salesperson has few options to explain how that ‘urgent’ situation, wasn’t entirely urgent. Therefore, when it comes to sales negotiation training, what must salespeople do when trying to create that sense of urgency with customers?
What Leads to a Customer's Sense of Urgency?
One of the keys to creating that sense of urgency with customers is to first understand how these situations arise. As such, it’s important to reflect upon those instances where there really was an emergency. How did the customer react when they had to make a decision, a decision that meant the difference between capitalizing on a great deal, or losing out on a fantastic opportunity? Well, it’s more than likely that the customer moved forward fairly quickly. In turn, the salesperson didn’t exaggerate the situation. They merely presented the facts.
It’s a great deal, and it’s yours to have, but there are other customers who’ll jump at the opportunity to take it!
When thinking of these situations, think of how effortlessly the sale was. In essence, the sale was guaranteed, but why? Simply put, the sale was a given - whether it came from this customer or from another. In essence, the conditions were set and the salesperson had the upper hand. This often occurs in situations where there is high customer demand and limited supply. So, these urgent situations are nothing more than a simple case of supply & demand, a case where the salesperson has the confidence and ability to act on an actual emergency.
In essence, the salesperson didn’t need to create a sense of urgency, it was already present. Now, how can salespeople duplicate these conditions so that they create that sense of urgency without alienating the customer and losing a sale?
The above video is from the post: Sales Negotiation: Defend Price, Customer Scare Tactics & Managing Concessions
1. Keep Your Sales Funnel Full
We’ve all heard of the idiom of there being “too many irons in the fire”. While it often has a negative connotation, in sales, it’s a good thing to have too many opportunities. The reason sales is easy in emergencies is because the salesperson isn’t concerned about just losing that one sale. They aren’t focused on lowering pricing, capitulating to customer requests or appeasing an angry customer in order to close the deal. Instead, they are focused on presenting the facts; “It’s a great and it’s yours for the taking Mr. Customer but if you don’t take it, another customer will”. The only way to duplicate that confidence is to keep your sales funnels full!
2. Focus on Cost-Per-Use Sales Strategies
Your product’s value assertion must be tied into its cost-per-use benefits. That begins and ends with a salesperson who is able to quantify the product’s longevity in a way that speaks directly to its benefits. These benefits can be explained in terms of savings for the customer or how they help to alleviate the customer’s stress.More importantly, cost-per-use sales strategies focus the discussion around the product's strengths and not its sticker price. This shows the salesperson is able to distinguish their product offering in a way that explains direct benefits for the customer.
To learn more about defending your position as the incumbent supplier, please go here.
3. Ignore Customer Scare Tactics
In order to maintain that sense of urgency, the salesperson must be adept at identifying and handling the customer’s scare tactics. These customer scare tactics are nothing more than a ploy to get the sales person to give in to the customer’s demand and to capitulate on a concession. It’s the customer’s way to turning the tables and moving the discussion away from the opportunity in front of them, to the opportunity the salesperson will lose if he or she doesn't capitulate to the customer's demands.
To better handle these situations, remain focused, calm and stick to your product’s cost-per-use selling points. Next, remember that there are plenty of customers who won’t use these scare tactics. If your sales funnel is full, you should have plenty of these reasonable customers waiting to take this customer's place.
Granted, there is a risk to trying to create a sense of urgency when none exists. However, when one reflects upon how those situations where emergencies do indeed occur, it becomes fairly evident that the salesperson’s demeanor and approach to sales, changes for the better.
High customer demand, coupled with limited supply, is the ideal situation for salespeople as they gain the confidence in knowing that that a sale is guaranteed. Instead of reacting to customer scare tactics, salespeople assume a more proactive role and are able to focus on presenting facts, facts that help them close sales.
Comments