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To succeed in sales, you must provide your prospect with a concrete reason he or she should buy your product today. If you fail to do so, your prospect will have no incentive to buy immediately, and will postpone in making a decision.
Simply creating a need for your product is not enough, unless the prospect will suffer dire consequences by not owning your product as soon as possible. It is rarely possible for a salesperson to have the good fortune to appear on the scene at the exact time of a certain disaster. For this reason, products such as liability insurance, seat belts, and fire extinguishers must be sold in anticipation of a future need. A since of urgency has to be created before the emergency, not after the fact. I believe it is possible to incite people to feel an urgent life and death desire to own any product. When you can inspire your prospects to feel such a need to buy your product, your closing ratio is bound to soar.