How to create urgency in your Sales Pitches - from 2x YCombinator seller!

Hey everyone Yesterday I asked a question if you'd like me to share more sales strategies and techniques here and there were some interest so I'll be sharing stuff directly from my Linkedin Newsletter. I'm a 3x founder with 1 exit, have been part of 2 YCombinator companies and have a track record of building $50M pipelines with over 12y of experience. Ever feel like you're nurturing prospects and exchanging friendship bracelets, only to have them vanish faster than a clown car full of pigeons? Yeah, me too. That's because "later" is the Bermuda Triangle of sales - leads disappear there and are never heard from again. The good news? We're not stuck selling magic beans! There are ways to light a fire under your prospects and get them to say "YES" before they have time to invent reasons why a [your product/service] is a terrible idea. But before we unleash the urgency beast, let's take a quick pit stop to understand why it matters and how to avoid turning into a pushy salesperson with the charm of a tax audit. Why Urgency Makes Your Sales Tent Overflow: Imagine a world where people actually act on their good intentions, like finally joining that gym membership they keep "meaning to get around to." crickets Yeah, that's not reality. Gaurav Nagani, the CEO of Desku Inc. (who clearly doesn't live in "Later-Land"), says it best: "People are more likely to buy when they feel like they're missing out on something or that they need to act now." So, urgency is like the flashing red light that screams "DON'T MISS OUT!" The Tightrope Walk of Urgency: But here's the rub: go overboard with the urgency and you'll send your prospects running faster than a mime chased by a pack of invisible dogs. They'll be muttering things like, "This salesperson is more persistent than a toddler wanting candy. Guess when I'll buy? NEVER!" The Secret Sauce: Striking the Balance The key is to find the sweet spot between a gentle nudge and a full-on shove. The tips I'm about to share will help you do just that, transforming you from a desperate car salesman to a trusted advisor leading your prospects to the promised land of happy purchasing. So buckle up, because we're about to turn those "maybes" into "YESSSSSses!" Let's dive in. 7 Ways to Light a Fire Under Your Leads (Without Becoming a Flaming Sales Disaster). #6 is my fav. Let's face it, folks, there's a reason why every internet sales guru under the sun screams about "urgency." It's because without a little sizzle, your leads turn into lukewarm prospects who say "maybe later" more often than a teenager cleans their room. The good news? I'm here to turn up the heat and help you close deals faster than a magician pulling a rabbit out of a hat (although hopefully with less suspicious wiggling). Rule #1: Know Your Audience (Because One-Size-Fits-All Sales Flops Faster Than a Disco Ball at a Mosh Pit) Imagine trying to sell a fire extinguisher to a snowman. Not exactly a winning sales strategy, right? That's why understanding your ideal customer is key. You gotta know what makes them tick, what problems keep them up at night (besides rogue snowmen, that is). Once you know their pain points, you can position your product or service as the hero they've been waiting for. Think of yourself as Captain America wielding the shield of solutions, ready to vanquish their business woes! Why Urgency Matters? Because Nobody Wants to Be Left Holding the Bag (of Problems) Here's the magic: when you show your prospects how your offering solves their burning problems, you create a natural sense of urgency. They'll be jumping through hoops to get your product/service quicker than a cat trying to escape a bath. Remember, Krittin Kalra, the superhero founder of Writecream, put it perfectly: "By understanding your customer's pain points, you can show them how your product swoops in like a business angel and saves the day!" Rule #2: Create a Feeling of Scarcity "Scarcity" and "Urgency" are two trippin' peas in a far-out pod. Create the first, and you'll almost certainly create the second—especially if your target market highly desires the product and/or service you've made scarce. There are multiple ways to create scarcity, but limiting the availability of an offer or product is the easiest. Ryan Mckenzie, the Co-Founder and CMO of Tru Earth, has this sales technique down. He says, "Introduce limited-time discounts, exclusive deals, or set deadlines for customers to take advantage of additional perks or bonuses. This tactic often works well as it instills a fear of missing out (FOMO) in customers, prompting them to act quickly." If you plan to release a new product in the near future, you can capitalize on scarcity by running a "Limited Alpha" campaign as well, which limits the number of people who get to try your new product. Something that we are doing with Vespio.ai You can say, "This looks like a great fit, but I want you to know that we are going to run a limited alpha, which means that only ten companies will get access to our product. We currently have 40 companies interested in participating." Your customers will be trampling each other to purchase your new offering. Rule #3: Price Hike! Don't Get Stuck Holding the Bag (of Empty Wallets) Let's face it, nobody enjoys forking over more cash than they have to. It's like realizing your favorite jeans mysteriously shrunk in the wash – frustrating and a little concerning (did your dryer have a growth spurt?). Here's how to turn that fear of financial pain into your secret weapon. Just take a page out of Daniel Chabert's playbook, the CEO of PurpleFire (who probably invented a fire extinguisher that dispenses confetti). He says: "Tell your customers about a price hike, and watch them jump through hoops to snag your product before it costs more than a trip to Mars!" How to Use This Trick Like a Boss (and Not a Big, Mean Bully): This one's simple. Just let your wonderful leads know, via email or a quick call, that listen up – prices on your amazing [product/service] are going up on [date]. Knowing they can lock in the current price is like giving them a golden ticket to save money before the party ends. They'll be scrambling to buy faster than a squirrel trying to bury a lifetime supply of nuts before winter! *Hold Up, There's a Caveat (Like Always): This strategy is only for the honest sales heroes out there. Don't be that friend who fakes a pizza order just to get a free slice! If raising prices isn't on the horizon for your business, tuck this tip away for a future rainy day. Rule #4: Offer Up the Good Stuff! Make 'Em Beg Like a Dog With a Treat Jar Lid Stuck (But in a Nice Way) Give your prospects an offer so sweet, so ridiculously awesome, they won't be able to resist. Think about it like dangling the world's juiciest steak in front of a starving dog. They'll be drooling and begging faster than you can say "limited-time offer!" Diana Stepanova, the Operations Director at Monitask (who clearly knows how to get things done!), agrees: "A killer offer creates a sense of urgency, pushing them to act fast and snag this amazing deal before it vanishes like a magician's disappearing act!" So, How Do We Craft These Insanely Good Deals? Here's your recipe for sales success: Discount Dynamite: Blast your prospects away with a sweet discount! "Buy this week and get 25% off, saving you [amount] every year until the cows come home (or you decide to cancel, but why would you?)!" Feature Frenzy: Discount not their thing? Spice it up with extra features! "Buy this month and we'll automatically upgrade you to the 'Pro' plan, unlocking all sorts of cool XYZ features for FREE!" Freebie Fireworks: Want to really make a splash? Throw in some free stuff! "Buy one [product] this week and get TWO FREE!" Rule #5: Countdown Timers: Your Secret Weapon Against Indecisive Zombies (But the Fun Kind) Alright, confess time: who hasn't been lured in by a countdown timer on a website? You see that clock ticking down, and suddenly that "meh, maybe later" turns into a desperate scramble to hit "buy" before it hits zero. Don't worry, we've all been there. It's like watching a zombie movie marathon – you know it's silly, but you can't look away (and maybe even order takeout because, hey, priorities). Here's the science behind this sales sorcery, according to Brian Lee, the Founder and CEO of Arena Club (who clearly knows how to get people moving faster than a cockroach in a disco): "The timer creates a fear of missing out, a frantic feeling that time is running out and this amazing deal will disappear faster than your free trial on that streaming service you never use." It's true! Give people a limited time to snag something awesome, and suddenly their indecisiveness vanishes quicker than a magician's disappearing handkerchief. Rule #6: (MY FAV) HELP Your Customer Understand the Cost of Inaction and Procrastination! Alright, imagine this: you've been wooing a prospect like a lovesick puppy. Phone calls, emails, the whole nine yards. They've practically memorized your website in their sleep. Things are hot, a sale feels close... but then... silence. They vanish faster than a free donut at a police station bake sale. Here's the thing, salespeople sometimes get so excited about a potential sale, they forget why their prospects even showed up in the first place. They get lost in a jungle of features and case studies, neither of which pay the bills (or solve the prospect's problems!). Don't be that salesperson! Keep your prospect laser-focused on their pain point. Remind them why they started this journey in the first place, like a persistent car alarm reminding everyone there's a problem that needs fixing! Here's how to be their personal pain point whisperer: Ask the Right Questions: Drill down deep with questions like "What's the worst part about this problem?" or "How much sleep are you losing because of this?!" Make them relive the struggle, feel the frustration, and yearn for the sweet release your product provides. Numbers Don't Lie: Max Wesman, the COO of GoodHire (clearly a data whiz), swears by statistics. Show your prospects cold, hard facts about how your solution will save them money, time, or that all-important metric they care about most (like the number of free donuts they can finally afford after buying your amazing product). Numbers speak volumes, and they'll be begging to sign on the dotted line faster than you can say "spreadsheet." Remember, keep your prospect's problem at the forefront. Don't let them become professional procrastinators (because that's a whole new level of frustrating). By reminding them of their pain points and showcasing the power of your solution, you'll have them singing your praises and waving their wallets in the air before you can say "procrastination stinks!" Rule #7: Social Proof: Because Nobody Wants to Be the Lone Wolf Howling at the Discount Moon Alright, let's face it: nobody wants to be the first person to try a new restaurant, only to discover it serves mystery meat surprise burgers. That's why social proof is your secret weapon in the sales world. Think of it like having a squad of raving fans cheering for your product – it shows others it's safe (and awesome) to join the party! Need proof that social proof works? A 2023 study revealed that a whopping 89% of B2B software buyers rely on user reviews like a lost puppy relies on its nose to find its way home. They gotta sniff out the good stuff before they commit! So, how do you leverage this social proof magic? Here are some ideas: Meeting a prospect face-to-face? Don't just talk your product up, show them the love! Whip out your phone and proudly display all those glowing testimonials on your website. They'll be so impressed, they might start singing your praises like a karaoke champion after five margaritas. Chatting with a prospect over the phone? Skip the boring sales script and read them a real quote from a happy customer. It's like letting someone else do the convincing for you, but way more interesting than listening to a used car salesman drone on. Hosting a webinar? Don't be a one-man show! Interview a customer who's head-over-heels for your product. Their enthusiasm will be contagious, turning your audience from mildly interested to "where do I sign up?!" faster than you can say "social proof powerhouse." Remember, social proof is everywhere: a glowing Google review, a customer story on your website, or even a happy tweet about your company. Showcase these bad boys, and your prospects won't want to be the only ones left out, howling at the discount moon while everyone else enjoys the amazing deals you offer. Urgency: The Secret Sales Spice That Won't Turn Your Prospects into Grumpy Chili (Unless You Overdo It) Listen up, urgency isn't just for fancy tech companies or dusty old B2B firms. Nope, it's the magic ingredient every salesperson needs, regardless of what they're slinging. Add a dash of urgency to your sales pitch, and watch those deals close faster than a magician pulling a rabbit out of a hat (hopefully without the suspicious wiggling, though). But here's the thing: too much urgency is like dumping a whole bottle of hot sauce on your chili – it might clear your sinuses, but nobody will want to eat it! You gotta be authentic, gotta find that sweet spot that motivates without turning your prospects into grumpy chili-avoiders. The seven tips above are your secret weapon, a recipe for creating urgency that will have your sales numbers singing like a karaoke champion after a few too many tequila shots. You'll be closing deals left, right, and center, building a customer base that loves you more than a kid loves their favorite video game (and that's saying something!). And hey, if you're looking for an extra edge, consider a killer sales training tool like Vespio ai- launching on 24th June. It'll analyze your sales skills like a detective looking for clues, then tell you exactly where you can improve. Think of it as your own personal sales sensei, ready to turn you into an urgency-wielding black belt!