Creating Urgency: A Key to Success in Sales

by Aug 7, 2023

Business Innovation Brief Best Article

Urgency is more than just a buzzword in the world of sales. It’s an essential mindset that can drive teams to close deals more effectively, acting as a decisive driver rather than a hesitant tire-kicker. 

But how can leaders instill this sense of urgency within their teams, and why does it matter? 

Let’s dive into the answers with some concrete examples and strategies.

The Importance of Urgency in Sales

In a competitive market, hesitation can be costly. A lack of urgency can lead to lost opportunities, allowing competitors to swoop in and snatch potential clients. 

This is why fostering a sense of urgency within a sales team is vital. It empowers the team to act quickly and decisively, capturing opportunities before they slip away.

Understanding the Customer’s Perspective: Customers today have a plethora of options, and they’re aware of it. If a sales representative hesitates or fails to demonstrate why their product or service is the best choice, the customer may quickly move on to a competitor.

Creating Momentum: A sense of urgency propels the sales process forward. By establishing clear timelines and demonstrating eagerness to meet the client’s needs, salespeople can keep the momentum going, avoiding unnecessary delays that might cause the client to reconsider.

Building Trust: Demonstrating urgency conveys to the client that their needs are a priority. This responsiveness builds trust and confidence, setting the foundation for a strong and lasting relationship.

Aligning with Market Dynamics: The pace of business is ever-increasing. Being able to react quickly to changes in the market or customer needs ensures that opportunities are not lost to more agile competitors.

Unconventional Strategies: Embracing Decisiveness

One creative approach to instilling urgency is to challenge team members to embrace decisiveness in their personal lives. For example, they could be tasked with making a quick purchase over the weekend without over-analyzing their options. 

The principle behind this exercise is simple yet profound: if team members are hesitant in their personal buying decisions, how can they expect to act differently with prospects?

Tapping into Personal Experience: By tying the lesson to a personal experience, it becomes more relatable and memorable. The connection between personal buying decisions and professional selling tactics becomes more tangible.

Leadership Challenges: Interestingly, leaders might find this task more difficult, revealing potential areas for growth. Working closely with leaders to overcome this hesitancy can have a ripple effect throughout the organization.

Bridging the Gap between Thought and Action: This exercise pushes team members out of their comfort zones, forcing them to act rather than overthink. The lessons learned can be applied directly to the sales process, reducing procrastination and over-analysis.

Cultivating a Culture of Action: By introducing unconventional challenges like this, you foster a culture where action and decisiveness are valued. It signals to the team that thinking outside the box and taking calculated risks are not only acceptable but encouraged.

By understanding the vital role that urgency plays in sales and employing creative strategies to instill this trait, sales teams can become more agile, responsive, and successful in their endeavors. 

It’s about more than just moving quickly; it’s about aligning actions with goals, building trust with clients, and fostering a culture that embraces decisive action.

An Example from My Own Experience

In my pursuit of creating a sense of urgency, I challenged sales representatives and leaders to do just this. They were tasked with selecting something that met their needs and buying it promptly, without hesitation.

Interestingly, I found that the leaders often struggled the most with this task. This led to focused coaching sessions, guiding them on how to operate with a critical sense of urgency. 

The results were transformative, leading to a mindset shift that enabled the team to close deals more effectively.

Extending the Principle to Hiring

The philosophy of decisive action isn’t limited to sales; it plays a pivotal role in hiring practices as well. Identifying the right fit and making a quick, decisive move can make all the difference in securing top talent. In a competitive market, hesitation or overthinking can lead to losing valuable candidates to competitors.

Recognizing Talent Quickly: In today’s fast-paced job market, top candidates often receive multiple offers. Being able to recognize talent quickly and make a decisive offer reflects confidence in your judgment and can win over candidates who might otherwise be swayed by competitors.

Avoiding Paralysis by Analysis: Over-analyzing a candidate’s qualifications or fit can lead to delays in the hiring process. This not only frustrates candidates but can also result in losing them to more decisive employers. Trusting your intuition and the processes you have in place allows you to act with confidence.

Building a Reputation as a Decisive Employer: Candidates appreciate a smooth and efficient hiring process. Being known as an employer that moves quickly and decisively can enhance your brand in the job market, attracting more high-quality applicants.

Aligning with Organizational Values: If your organization values decisiveness and action, extending this principle to hiring practices sends a consistent message. It shows that these values permeate all levels of the organization, from sales strategies to recruitment.

Learning from Mistakes: The rare instances where a decision was overthought and led to losing a candidate can be valuable learning opportunities. Analyzing what went wrong and adjusting future practices can refine your approach, enhancing your ability to make decisive and successful hiring choices.

Creating a Competitive Edge: In industries where talent is highly sought after, being able to move quickly can give you an edge over competitors. It enables you to secure top talent before others have a chance to make an offer, strengthening your team and contributing to your organization’s success.

Balancing Speed with Due Diligence: While decisive action is essential, it must be balanced with thorough evaluation and due diligence. Having clear criteria and a streamlined interview process can allow for quick decisions without sacrificing quality.

Extending the principle of decisive action to hiring practices is a natural and powerful progression. It aligns with the values of urgency and action that drive success in sales, applying them to another critical area of business.

By trusting your judgment, acting promptly, and learning from both successes and failures, you can transform your hiring practices. This approach not only secures top talent but also reinforces a culture of decisiveness that can permeate and enrich the entire organization.

Additional Strategies for Creating Urgency

While the above exercise is a unique way to foster urgency, there are several other strategies that can be employed:

Set Clear and Specific Deadlines: A well-defined timeline creates a sense of urgency that drives the team to act. Make sure that the deadlines are realistic and align with the team’s goals.

Provide Incentives: Offering rewards for meeting or exceeding targets can motivate the team to act quickly. These incentives could range from monetary bonuses to recognition within the company.

Communicate the ‘Why’ Behind the Urgency: Help the team understand the importance of acting quickly. Whether it’s capturing a market opportunity or satisfying a client’s needs, understanding the “why” can foster a genuine sense of urgency.

Use Scarcity Techniques: Emphasize the limited availability of products or offers. This scarcity mindset can often prompt quicker decision-making from both the sales team and prospects.

Empower the Team: Provide the tools, support, and autonomy necessary for the team to act quickly. Removing barriers and offering robust support can enable them to move with a sense of purpose and urgency.

Cultivate a Winning Culture: Foster a culture where urgency is valued, supported by coaching, empathy, and personal growth. By aligning the team’s values with the goal of acting decisively, you encourage voluntary adoption of this critical mindset.


Creating a sense of urgency within a sales team is about more than simply pushing for quicker actions. It’s about cultivating a mindset that recognizes the importance of timely decision-making, embracing strategies that align with this goal.

From unconventional exercises that encourage personal decisiveness to clearly communicating the importance of urgent action, there are myriad ways to foster this critical trait within a team.

Ultimately, instilling a sense of urgency is not just about closing deals faster; it’s about building a winning culture that recognizes the value of decisive action in all areas, from sales to hiring.

By embracing this approach, leaders can create a motivated, empowered team ready to seize opportunities, drive growth, and succeed in today’s fast-paced business landscape.

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