I know what you’re thinking.

SUNDAY?!?! REALLY!?!?!

Yeah, but hear me out. I’m tryna see something. Current stats:

⭐️ Open Rate: 53.08%
⭐️ Click Through Rate: 5.73%

Will report back results in two weeks (Friday or Saturday… anyone’s guess).

On with the show.

🏃‍♀️Controlling pace is one of the most important parts of closing a deal.

Too slow? Purgatory.

And too fast can sometimes be a recipe for buyers remorse.

Today, we’re getting after it.

And I don’t just mean with Jim LeDane 🐐 (which, by the way, is worth your time).

Here’s a link to their conversation 👊 

Now let’s get to the heart of creating authentic urgency.

❓️To the mailbag…

📩 I know time is a key factor in sales, yet whenever I try to encourage a prospect to move forward, I worry I’m coming off as too aggressive—or worse, desperate.

I don’t want to push too hard and scare them away, but I also don’t want to wait around forever while they "think about it."

How can I create urgency in a way that feels natural, professional, and actually works?

Nicole E., Account Executive, Belleville, IL

🏃‍♀️Go Time

Ah, urgency—the secret ingredient that speeds up sales and sparks action. As MEDDICC puts it, “If there’s no urgency in your deal, you’re not selling—you’re just order-taking.”

You can think of urgency as an alchemical force—much like a Hogwarts potion that turns “Um. I need to check with my husband” into “Yes. Where do I sign?”

When urgency is conveyed with sensitivity yet authenticity, it makes prospects feel like they’re making a smart decision. 💪 

A timely decision.

Handled poorly, urgency makes you sound like a Girl Scout aggressively pushing tagalongs: “Buy now. Or else.”

(Okay. Fine. Just one box. Then we’re out of here.)

So, how do you establish the right urgency to push your deal forward without making the other party feel like you just saddled them with a three-hour time share presentation?

Hurry up and read on.

⌛️ Why Prospects Delay

Over the years, Elana, “a student of human moves” has arrived at four key reasons why prospects hit the brakes when you all you want them to do is go, go, go.

They are:

• Fear of Commitment

• Overwhelmed by Options

• No Clear Deadline

• Inaction Feels Safer

No matter why it is your prospect is stuck on the proverbial fence, the truth is your job isn’t to force them to act.

Your job is to make them feel like acting NOW is in their best interest. With this in mind, let’s get into strategies that work.

📆 The Deadline: Firm, Not Fake

People don’t act unless they have to.

That’s why a deadline is helpful. But it only works if it’s real. I know this trick firsthand (and I have the Kirby vacuum to prove it 🤦‍♂️)

Instead of making up a phony deadline, tie it to something real. You could your prospect to...

👉️ …act now before the price goes up next quarter.

👉️…secure their order now as there are only two products left.

👉️…meet the target launch date, the order must be finalized by a certain day.

Whatever you choose to communicate, the key is honesty.

Don’t fake urgency just to close a deal. Ensure it’s a natural part of how your process works—and therefore believable.

⚠️ Scarcity: Make An Offer They Can’t Resist

People want what’s in demand. The trick is making your prospect feel that what you’re offering is a limited—and therefore valuable—commodity.

In order to sell this idea well, introduce the time factor. You might say something like “We only accept a limited number of clients to maintain quality.”

Make them feel the opportunity cost. You could try this one: “This offer won’t be available again for [X] months—or years.”

Again, this makes your prospect realize they must act now because the value is real. Not because you’re pushing it on them.

🔥 FOMO: Let Social Proof Do the Hard Work for You

Ever noticed how seeing someone else do something inspires others to act? Peer pressure works in sales—if your prospect thinks others are jumping in, they’ll want in too.

In this case, you could casually yet confidently inform your prospect that “other clients just signed on and you’re excited to kick off their engagement.”

This not only shows you’re in demand, but it subtly signals: others are moving—shouldn’t you?

Closing without the Ick Factor conveys urgency without pressure for maximum closing potential.

For instance, we might suggest you act now to tell all your friends about signing up for this amazing newsletter. After all, time is running out. Kidding. Please take all the time you need. We aren’t going anywhere.

But do feel free to send us more queries. You’ve got burning sales questions requiring advice yesterday? You’re in luck. We got your answers.

To your sales success, 🚀 

Elana and Ryan