Saturday Morning Sales

Kevin Latchford

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A Sense Of Urgency - August 30, 2014

Do not put off until tomorrow what should be done today. You’ve done your homework and have made a decision, so sign now and close the deal. Be aggressive and not so passive. Have a sense of urgency in what you do.

 

A sense of urgency does not mean you need to fast-track your sales process, nor does it mean you should take short cuts in an attempt to close a deal sooner. A sense of urgency is about tone, attitude, demeaner, and ultimately being professionally aggressive in chasing after your goals. I’ve been reminded of this quite a few times recently. There have been scenarios in my organization, as well as with a few sales people I counsel on the side, and so I’ve been giving this topic a lot of thought.

 

To a certain extent you can blame the weather. It is late-August in Northeast Ohio. After a cooler and wetter summer than most would have wanted, we seem to finally be getting the warm, dry days we’ve been craving. Of course, that means no one really wants to be in the office. The kids only have a few days left of summer vacation. Lake Erie is becoming ideal for boating. Pools will be closing right after Labor Day. And again, no one really wants to be in the office. So, maybe this nice weather is wearing on sales people’s sense of urgency. Fine, I see where you’re coming from, but you need to get past it.

 

A sense of urgency should not be something you turn on and off like a light switch. A sense of urgency should be as much about who you are as what you do. And, if you are in sales, and more importantly striving to become or maintain ‘A’ level sales status, than get that sense of urgency going and keep it going. So what I am talking about?

 

A sense of urgency is as much in how you carry yourself as it is about the words you choose. I am in a service industry and so I will leverage my experience as an example. When I find a prospective client that seems like a great fit, I want this prospect to know how I feel. Therefore, I will explain why I want to do business with them from the very beginning. I will find opportunities to remind them just how and why I believe this is a great fit. I will ask often about their feelings. I will make every opportunity presented to me one to ask the client for their business. And, ultimately, above everything else, I want my sense of urgency to become contagious. I don’t just want but need the prospect to feel the same as I do about the pending relationship. I need them to feel that the opportunity is so important that we cannot delay. I need them to sign on the dotted line today not tomorrow.

 

This whole sense of urgency thing is not 100% full proof. It does not work perfectly in every sales scenario. But, an ‘A’ level sales person strives to have a sense of urgency 100% of the time. And, when they do, the right type of aggressive behavior shines through and the passive behavior goes away. When this happens you will see a dramatic increase in your close rate. You will also have a more energetic client base. 

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