Urgency is a powerful human motivator, but especially when used intelligently during the buying process, it can increase the customer’s willingness to act quickly.

The psychological reactions of implanting thoughts of urgency in our interlocutor, usually translate into a speedy closing of the sale. To create urgency in decision making in the sale without shrillness, alarmism or exaggeration, we can use a variety of techniques that are not particularly aggressive, but are nevertheless quite common, such as limited deadlines, limited quantities or time-limited discounts.

The urgency factor we decide to apply must be communicated clearly and convincingly, and must be offered as a reward for quick action, as well as an intrinsic factor in the quality of our product or service.

When we relate urgency factors with quality, opportunity or innovation, we can improve the perception of value of our offer, because the peremptory, scarce or exclusive makes a powerful difference over the competition making us seem more desirable, because our vacancies fly, our stocks disappear quickly, and in short, make us appear much more in demand than those who “always have to offer”.

Think of an expert, for example, and the scarcity of his or her valuable time. If such an expert organizes a seminar, it can be a unique opportunity to learn from him, and that doesn’t happen every day. Those who are able to attend will benefit from it, and the rest will not belong to that “club” of the lucky ones.

Something like this is always a great motivator, so let’s not hesitate to embrace the value of urgency and the lost opportunity if the buyer does not act diligently, to increase our sales volumes or our return on investment per campaign.