You ask a great question. I think the answer lies in creating a truly compelling offer. That means getting the buyer to clearly identify and then quantify his/her pain points. This is where the problem often resides. The rule is: BIG pain = BIG solution (I need it now and it’s worth a lot to me to get it resolved). Small problem = small solution (no burning hurry and it better not cost a lot). So selling then is all about Pain development. Help the customer to become more acutely aware of the importance of his/her problem(s) and the financial impact of each day delayed in getting it fixed. Then you can construct a winning proposal with a truly compelling financial justification.

Hope this helps. Best! David

I don't discount- EVER! Give additional value- at no cost. I never discount.

David's point about why now is where most sales people and sales management / leadership miss the opportunity to harness the 'Trigger Events' that create the sense of urgency.

McKinsey & Co. recently validated the importance of 'Trigger Events' in it's research of almost 20,000 people, in the three geographic regions, in five different industries.

The research showed that a 'Trigger Event' always comes before the decision making journey.

McKinsey provides a five minute interactive video on thier research here – http://ri.ms/wdpi

On many occasions, after experiencing a 'Trigger Event' and developing a sense of urgency, decision makers move through all five steps with a single supplier.

If you want that supplier to be you, you need to reach these recently motivated decision makers BEFORE THE COMPETITION.

One way to do that is to identify the 'Trigger Events' that create the sense of urgency.

If readers want to identify the best 'Trigger Events' for creating a sense of urgency around what they sell they can download the Won Sales Analysis template and instructions on how to use it here – http://ri.ms/5k1n

I look forward to learning what other comments people have to say about creating a sense of urgency.

Craig

Need some advice on no 5. Particularly having told us discounts as enducements are a no-no. What other tools do we sales guys have to drive the customer to a decision? This is where the "old" and the "new" model collide. It is all about who is in control.

Promise, I follow your advices right away and I do believe my sales rate will climb the ladder!