Sense of Urgency

To sell a product or service, it's critical to understand the prospects sense of urgency. Their urgency can be classified in three broad general terms: Even Keel, Trouble, and Growth.

A prospect will make a decision if their business is in trouble or growth mode. For example if you sell computer services and their system crashed, they will make a decision. It may or may not be with your firm, but they are going to buy something. If they are in growth mode, and will hire 20 new employees, again they will make a decision. They will need 20 new PCs on their new employees desks.

Even Keel is the toughest position to sell to. If they are Even Keel their system is functioning well enough, there is no pain, there is no reason to reach for something more or better. They actually may perceive risk to changing. All seems to be working well for them. Unless you can create a sense of urgency or cast a shadow of doubt over their current system, the Even Keel buyer is not likely to make a move.