How To Drive Urgency Without Pushing. The Sequence of Events
Hey Friends,
One of the most common coaching sessions I conduct with my clients (sales teams) focuses on driving urgency.
Why is driving urgency becoming so crucial in B2B sales?
2023 and 2024 (and hopefully not 2025) will be remembered as some of the most challenging years in sales.
We face scattered budgets, minimal buyer attention, external crises, funding issues - you name it.
Selling has become far more complicated than it used to be.
That's why, if you're in sales right now, you must be equipped with all the tools, knowledge, and coaching necessary to help you close more deals.
Over the years, I've coached hundreds of salespeople.
While I'm not claiming to be a negotiation guru, I have learned a few valuable things.
Besides conducting great discovery calls, one of the most important lessons is knowing how to drive the proper urgency for closing deals.
If your solution doesn't address your buyer's critical business need, closing a deal on your timeline will be challenging. Increased complexity requires multiple checks and approvals, which often delay closings.
My quick research shows that, unsurprisingly, ghosting is the top reason for lost deals among my clients.
So, how do you drive urgency and establish a timeline in your sales cycle?
There are many methods, and I'm sure there are even more I haven't yet discovered.
However, one of the most effective techniques I've personally used - and that my teams use as well - is the Sequence of Events (SOE).
What's the SOE?
The SOE is a straightforward sales tactic that helps you establish dates with your decision-makers.
(Spoiler: This only works if you are talking to decision-makers).
You and your prospect sit down and list all the relevant dates before the start date.
How to Build Your SOE
Once you've completed your demo and presented the pricing, it's time to introduce the SOE.
Start by asking your prospects when they would ideally like to start using your solution, product, or service.
Let's say they aim for October 1st.
From that date, work backwards, identifying key milestones leading up to that day.
The goal isn't just to outline the steps required to achieve that optimal state (fully onboarded and effectively using your solution); it's to clarify that work is required before that optimal state can be reached.
This approach helps your prospect understand the timeline and the necessary steps involved.
It also allows you to ask questions and ensure those dates are feasible for them. Ultimately, you align on a realistic timeline.
Too often, we miss deals because your buyer doesn't fully grasp - or because you haven't clearly explained - the steps required to achieve the desired start date successfully.
Summary
Most deals are lost due to issues with timeline and urgency, but it doesn't have to be that way.
You can control your deals, influence your prospects, and drive urgency.
Try implementing the SOE in your next call. It will help you structure your timeline better, hopefully resulting in a higher win rate.
Thanks for reading this far. See you all next week!
