How to Create a Sense of Urgency that Motivates Your Customer to Buy

If companies are to survive today, they must convince customers and prospects that their products/services are not just nice to have, but are a “must have.”

That’s the position Karen Cone found herself in at the beginning of the Great Recession when she was President and CEO of TowerGroup, the leading research and advisory services firm focused exclusively on the financial services industry. Having to cut expenses in all areas, her clients were wondering if they truly needed those services. Her competitors were losing clients as well so Cone started working with me.

“We needed to change the sales strategy and find a way to deal with clients in crisis. And we needed to communicate and sell our value proposition in a way that was different and more compelling than what had worked before,” she said. “In other words, we needed to move from being considered a “nice to have” to a “must have.”

We both agreed that if her sales force was going to succeed, it had to move from selling a product to selling an end result. That way they could raise the importance of the service in the minds of the buyers.

The results were extraordinary.

“Many of our competitors were being cut out all together,” she said. “We actually retained the vast majority of our clients. And we retained them at a level of spend that was extremely respectable.”

“As budgets loosened up, TowerGroup was really well positioned to take advantage of that,” she said. “These methodologies and approaches made a big difference in helping that happen.”

To learn more about this subject, please join me on Monday, October 3rd at 2pm ET for a free webinar where we will show you how to engage alliances as well as other strategies to immediately grow your sales. Click here to reserve your free seat now!

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Please Comment on how you turned your products/services from a nice to have to a “must” have

0 thoughts on “How to Create a Sense of Urgency that Motivates Your Customer to Buy”

  1. I understand the point you are making. My sense using words such a “must” may create more problems. What you are describing is urgency and that is within each potential customer. Now some customers may have that urgency increased by the seller’s proactive and supportive behaviors to move the buying decision further along.

    The major competitor within any buying decision is the status quo or the desire not to take action. Every sales person faces this competitor.

    Selling end results is far more successful when the “value” perceived by the potential buyer is enhanced and reinforced by the seller.

    The words we say, think and write have a direct bearing on our results. I only suggest be careful when using words such as must, need, should, etc.

    1. Leanne,

      Great comment. I agree the issue is urgency. The reason I used Must in the title is because that is what I keep hearing sales people describe it as. Therefore, I used their words to entice them to read the post. In my book Lead, Sell or Get Out of the Way, we concentrate on the concept of selling outcomes. You and I are very much aligned. Thank you so much for your comment. Please keep them coming.


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