Creating a sense of urgency is essential when selling a product or service in the B2B market. As with most forms of business-to-business (B2B) sales, prospective customers are often busy with other tasks. After making the initial presentation, they may tell you they'll “think about it,” or that “now isn't the best time to discuss it.” Rather than counting it as a lost sale, however, you can increase your chance of success by creating a sense of urgency.
Creating a sense of urgency should be subtle; you don't want to alienate a prospect by coming off to eager. These tips should be viewed as an addition to sales lead nurturing campaigns.
You can create a sense of urgency leads by hosting end-of-year promotions. Granted, this technique is only effective, well, at the end of the year, but it's a great way to boost revenue. Companies are often eager to invest in new equipment and services at the end of the year, as this allows them to write off the purchase as a business expense come tax time.
Identify Your Prospects' Needs
Want to know a common characteristic shared by all successful salespersons? It's the ability to identify their prospects' needs. Without having at least a general understanding of what the prospect needs, you won't be able to market your products or services. If a prospect needs a specific piece of machinery for an upcoming project, find out when the project is scheduled to take place. You can then offer to have the machinery delivered by that date if the prospect orders within X amount of days/hours. Another example could
Limited Time Offer
Of course, one of the best ways to create a sense of urgency is to offer prospective customers a limited time offer. For instance, you could offer customers 10-20% off their purchase if they order within the next 7 days. Because the offer is set to expire in one week, prospects will feel a greater sense of urgency to take action now. Subsequently, you'll have an easier time convincing them to purchase your industrial product or service.