In sales, creating urgency is one of the most critical skills you can develop. When you can convey why a prospect should act now rather than wait, you unlock a powerful motivator that drives decision-making.

Effective sales performance management and training in salesmanship often focus on this technique—mastering it may make the difference between closing a deal today or losing it tomorrow.

Creating urgency isn’t about pushing products or lowering prices. It’s about highlighting the value of acting now versus the risks of waiting. Skilled sales techniques center on communicating this urgency strategically. Focus on the potential pain or loss a prospect might experience if they delay. When your prospect feels that waiting could cost them, the decision to buy becomes more pressing.

It’s easy to get caught up in features and benefits, but the real power lies in framing the consequences of inaction. Think of the adage “the early bird gets the worm”—your job is to make your prospect feel like they don’t want to be “bird number two,” the one who doesn’t get the worm and goes hungry. Show your prospect that, by waiting, they risk missing out on significant opportunities or facing challenges that could have been avoided.

The universe loves speed—learn to drive speed into your sales game. Speed and decisiveness are valued, and prospects respond to sales techniques that leverage these qualities. Make creating urgency a regular part of your sales game. By reinforcing this approach through your sales performance management system, you’ll see improved results, as urgency becomes a natural element in each conversation.

Practice these skills daily to see their impact. When you learn to communicate urgency effectively, you create opportunities for faster, more consistent sales. Make it a priority, and you’ll find that urgency drives sales success.