By Jeff Shore

It’s not uncommon to hear salespeople complain that their buyers lack urgency. However, it’s essential to recognize that urgency is not the responsibility of buyers; it’s our job as salespeople to demonstrate why acting promptly is in their best interest. In this article, we’ll delve into the concept of buyer urgency and explore how personal and circumstantial factors drive a buyer’s decision-making process.

The Power of Buyer Urgency: Personal vs Circumstantial

The Black Belt Story

To illustrate the importance of urgency, let me share a personal anecdote. I own several black belts, not the martial arts kind, but the ones I purchased from hotel gift shops. Now, you may wonder why I buy these black belts if not for their quality, selection, or price. The truth is, whenever I pack for a business trip, I have a mental block and tend to forget a black belt. The problem of forgetting drives the urgency, and that urgency determines my decision to buy. It’s an example of how a problem leads to a sense of urgency, influencing our choices.

The Palace of Versailles Experience

During a visit to the Palace of Versailles, my wife and I encountered a downpour. People were rushing for cover, and we noticed a street vendor selling umbrellas. As we observed the long lines forming outside the palace, we witnessed the vendor change the price of his umbrellas from $10 to $20 right before our eyes. With the prospect of standing in heavy rain for an extended period, we gladly purchased an umbrella, even at the inflated price. This scenario exemplifies how circumstantial urgency, such as the fear of missing out or time-sensitive opportunities, can drive customer behavior.

Understanding Personal and Circumstantial Urgency

Now let’s examine the two types of buyer urgency: personal urgency and circumstantial urgency. Personal urgency relates to the underlying problem or need that motivates a customer to shop in the first place. It addresses the pain points in their life that require a solution. For instance, a customer with a growing family and a small home experiences personal urgency due to spatial constraints and concerns about rising interest rates.

Salespeople often overlook the significance of personal urgency, focusing solely on what the customer is moving to rather than understanding where they are coming from. By recognizing the customer’s pain points and empathizing with their situation, salespeople can better assist in solving their problems.

On the other hand, circumstantial urgency pertains to the consequences a customer may face if they don’t make a purchase promptly. Examples include potential price increases, limited availability, or changes in market conditions. While circumstantial urgency plays a role in decision-making, it is generally more effective when used as a closing strategy rather than an initial approach.

Applying the Urgency Framework

To effectively leverage urgency in sales conversations, it is crucial to start by understanding the customer’s personal urgency early on. By demonstrating empathy and acknowledging their pain points, salespeople establish a connection and gain the customer’s trust. Once the personal urgency is established, it becomes easier to introduce the circumstantial urgency later in the conversation.

For instance, a salesperson addressing a customer’s need for a larger home could begin by acknowledging their current space constraints and the challenges they face as their children grow. This recognition of personal urgency builds rapport and positions the salesperson as someone who comprehends the customer’s situation. Subsequently, the salesperson can introduce circumstantial urgency by discussing special financing programs or highlighting the potential financial benefits of making a decision promptly.

It’s Your Job to Show The Buyer Urgency

Buyer urgency is not an inherent trait but rather a response to the problems and needs individuals face in their lives. As salespeople, it is our responsibility to identify and understand both the personal and circumstantial factors driving a buyer’s decision-making process. By focusing on personal urgency early in the conversation and gradually introducing circumstantial urgency, we can better address the customer’s needs and guide them towards making an informed and timely decision.

So, the next time you encounter a buyer who appears lacking in urgency, remember that it’s your job to help them recognize the importance of acting today. By effectively communicating personal urgency and leveraging circumstantial urgency, you can provide the motivation needed for buyers to take action and ultimately make a purchase that meets their needs and solves their problems.