What is it that some salespeople seem to sell more when they’re pressed for time? Why is it that these salespeople seem to perform better when there’s a sense of urgency?
Answering these two aforementioned questions comes down to understanding that the salesperson is actually transferring that sense of urgency to the customer. In this case, it’s the customer that senses that they must capitalize on the offer because if they don’t, someone else will.
Now, this isn't meant to imply that you try to motivate your sales team with fear. Unfortunately, motivating through threats, intimidation and fear only motivates that salesperson to leave. Instead, what I am referring to are those periods when the company is so pressed for time, so busy that the salesperson has multiple outlets for sales.
When Demand is High
These are the times when the salesperson can almost pick and choose whom they sell to without even knowing. They answer calls, advise the customer what’s available in inventory and then end it by stating that a decision must be made quickly because there are other customers about to place an order.
Now, when that customer fails to order on time, and then calls back, the salesperson ends up advising them that the inventory is no longer available because another customer placed an order. In most instances, this is exactly what happens – but in the end, it trains the customer to not waste time on fast moving inventory.
Ultimately, a salesperson is at his or her best when demand is at its highest on popular product offerings. These are the times when the salesperson can’t afford to wait for a customer to make a decision. These are the times when that salesperson has to move to another opportunity because there are so many customers that want the products on the shelves.
Stop Losing Business to Overseas Competitors
When the Market Declines
Unfortunately, when demand decreases, customers are less likely to order and the salesperson takes a more passive approach to sales. They call and call again in an aimless pursuit to get the customer to make a decision. Now, am I advocating that your company intentionally create a sense of urgency with your salespeople? In a way, I am. However, not in the way that it would cause any undue stress. After all, sales is hard enough. It’s hard trying to move prospects forward. It’s hard to close on the few opportunities that present themselves in an economy such as ours.
With everyone fighting for the same piece of the pie, now is the time to give your customers that impression that you’re pressed for time. Now is when you advise them that you only have so much inventory and that another customer is interested in ordering it. Sometimes it works, but sometimes it doesn't. However if you think back to when demand was highest, I can assure you that your customers regretted missing out on a fantastic opportunity when they called back and realized you no longer had the inventory available.
If you want to read more about recreating that all-important sense of urgency, then please go to the following articles.
Sales Negotiation Training: Creating a Sense of Urgency With Customers
B2B Sales Management: A Full Sales Funnel Maintains Customer Urgency
B2B Sales, a Sense of Urgency & Me-Too Product Lines
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