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Writer's pictureTom Scabareti

Creating Urgency in the Sale

Updated: Nov 8, 2023



Ask about their pain points.

"What is the problem you’re looking to solve?"

The prospect might be focused on a different pain point than you. Use this question to figure out if they are on the right track. Sometimes, prospects try to address the symptoms rather than the cause by mistake.

"Why is now the right time to solve it?"

Asking why now is the right to solve this issue gives you an early glimpse into how much urgency your prospect already has. If it's not yet an urgent problem, you might lead them to realize it is.


"Who or what is this problem affecting most?"

It might be their business, themselves, or their lifestyle, but asking this question allows them to consider the human costs of not addressing this issue quickly.


"Is the problem clearly defined?"

Learn how much time they’ve spent investigating the issue. Hint: The more clearly, they’ve isolated it, the more invested they probably are in fixing it.


"Have you had this problem before?"

Figure out just how persistent your prospect’s pain point is.


"Is the problem easy or hard to address?"

Chances are, the prospect will say it’s the latter. If it was easy to solve, they would have tackled it by now.



Get your prospect thinking about how widespread the effects are of not moving forward.


Ask about the consequences of not buying.


"What happens if you address the problem? What happens if you don’t?"

This naturally leads the prospect to compare their situation with your product and without. The second is usually much less appealing.


"When do you need to start seeing the results of implementing the solution?"

The prospect would probably love to see results right away. Their answer will help them realize why time is of the essence.


"What is the one thing that, if we could help solve it quickly, would have the most meaningful impact on their life?"

Once you’ve pinpointed a major opportunity to help, urgency will spring up naturally.


"What happens if you keep doing what you are doing?"

It’s far easier to stick with the status quo than make a change, even if the long-term ramifications could impact the member’s life. With this question, you’ll get them to come to terms with the dangers of ignoring the issue.


"If you weren’t experiencing this pain anymore, which projects/priorities could you focus on?"

This question makes the prospect envision a world where they have time, energy, and resources for the tasks or initiatives they’re interested in.


"What’s the most frustrating aspect of this problem?"

Once you learn what’s driving your prospect up the wall, you can position your product accordingly.


Ask about the next steps.

"Maybe it would be helpful for you to talk to someone who’s [made this journey recently, faced X similar challenge, resolved the same issue]. What do you think?"

Hearing from someone who got fantastic results will spur your prospect to the finish line.


Other things to consider.

Use metaphors and stories to connect with prospects

Use metaphors – like Warren Buffet – who was once asked about investing in a Bull market. He replied “A rising tide lifts all boats. It’s not until the tide goes out that you realize who’s swimming naked. “Use stories, people love stories especially when they’re told well. This connects with the right, emotional part of the brain.


No Decision is a Decision

Sometimes prospects decide to sit tight. Not wanting to make a decision, they assume sitting tight is the safe option. They don’t realize that when they choose to sit tight, they are making a decision. Reviewing the impact on their situation of not deciding gives them a rough idea of the “cost of waiting”




About Tom Scabareti - I believe that sales is still a numbers game, but my value proposition is to modify sales behaviors to improve conversion rates which results in increased sales and revenues for the company.




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