How to Create Urgency in B2B Sales in 2023

Discover exactly what drives that conversions and accelerates success in the competitive world of business-to-business sales

Rory Sadler
September 9, 2023
March 13, 2024
Discover exactly what drives that conversions and accelerates success in the competitive world of business-to-business sales
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Do you know how to draw an owl? It may seem like a simple task, but the process is more intricate than it appears.

Similarly, creating urgency in B2B sales requires careful steps and strategies to achieve the desired outcome.

When sales teams face time constraints and revenue goals, the pressure to speed up the sales process becomes crucial. But how can you authentically manufacture urgency that drives high-performance sales?

In this article, we will uncover effective ways to create urgency in B2B sales that go beyond external pressures and incentives. By understanding the internal sources of urgency that drive your prospects, you can establish strong relationships and consistently achieve your sales goals.

The Power of Urgency in Sales

Urgency acts as the jet fuel for high-performance sales teams. It motivates buyers to take action, driving them towards making a purchasing decision. The challenge lies in how to manufacture urgency in a way that resonates with your prospects.

While external pressures and incentives may provide short-term results, they can also come across as pushy and solely focused on closing the deal. Building relationships and addressing the internal sources of urgency within your buyers is a more sustainable approach that yields long-term success.

Understanding Your Prospect's Internal Urgency

Every prospect has internal sources of urgency that are unique to their situation.

To create authentic urgency, you need to tap into these internal motivations and align your product or service with their needs. Let's consider an example of an executive considering Officevibe, an employee engagement platform.

1. The Fear of Missing Out

Offering a limited-time discount or a free subscription may create external urgency, but it may not address the executive's internal motivations. Instead, focus on showcasing how Officevibe can improve their team's productivity and overall well-being.

2. Eliminating Time-consuming Processes

Highlight the time-saving benefits of Officevibe, such as streamlining survey creation, data analysis, and actionable insights. By emphasizing the elimination of manual tasks, you can tap into the executive's desire for efficiency and productivity.

3. Caring for Team Success

Position Officevibe as a tool that demonstrates the executive's commitment to their team's mental health and professional growth. By highlighting the potential consequences of delayed action, you create a sense of urgency rooted in their desire to be a supportive leader.

By understanding your prospect's internal sources of urgency, you can tailor your messaging and approach to resonate with their motivations, ultimately driving them towards a purchasing decision.

Steps to Trigger Urgency Authentically

To authentically trigger urgency in your B2B sales process, follow these steps:

Step 1: Remove Your Own Internal Limiters

In sales, it's essential to recognize that there are no guarantees. Deals can fall apart at any moment, and the uncertainty can be uncomfortable. By removing your own internal limiters and embracing the reality that sales is a process of building relationships, you can focus on nurturing connections rather than solely prioritizing revenue. Embrace the definition of sales as a generous process of making others better off by investing time in relationships.

Step 2: Identify and Address Internal Pains

To create urgency, you need to dig deeper into your prospect's internal pains. Rather than relying solely on standard qualifying frameworks, show genuine concern and ask probing questions. Understand how they feel about their current situation and the potential consequences of inaction. Separate your meeting notes into functional pains that align with your product's features and internal pains that create a sense of urgency. By addressing these internal pains, you can sustain your buyer's motivation throughout the buying process.

Step 3: Segment Your Pipeline by "Seasons" of Pain

Recognize that buyers move at different speeds, even if they face similar functional pains. Segment your pipeline into different "seasons" of internal pain, such as Spring, Summer, and Fall. Each season represents a different level of urgency and readiness to take action. By understanding the season your prospect is in, you can align your approach and expectations accordingly, ensuring you don't rush or miss out on potential opportunities.

Step 4: Highlight the Consequences of Inaction

For prospects in the early stages of recognizing their problem (Spring), help them understand the consequences of inaction.

Clarify their reality and the impact their current situation has on their business and personal well-being. By highlighting the potential negative outcomes, you can create a sense of urgency and motivate them to take action to avoid those consequences.

Step 5: Evaluate Buyer Confidence After Each Meeting

Assessing your buyer's confidence is crucial in triggering urgency. Instead of focusing solely on your own confidence as a salesperson, consider what might be undermining your prospect's confidence.

At the end of each meeting, ask your prospect to rate their confidence on a scale of 1 to 10 in your product's ability to address their pain points. By monitoring this number, you can track whether their confidence is increasing or decreasing throughout the sales process.

Step 6: Foster Trust in Your Sales Touchpoints

Building trust is vital in creating urgency within your prospects. Optimize your sales touchpoints by talking straight, tackling potential issues head-on, being genuinely bold, and delivering on commitments.

By establishing trust, you create an environment where your prospects feel comfortable and confident in their decision-making process.

By following these steps, you can authentically create urgency in B2B sales and cultivate strong relationships with your prospects. Remember, sales is a process that requires patience, understanding, and a focus on the buyer's internal motivations.

By tapping into these motivations, you can drive urgency and achieve high-performance sales results.