Make sure there is Urgency

Pain is not enough to get a sale. The prospect must also have some urgency to fix the pain. If you don’t know when the prospect needs the problem fixed, you have not really gotten the prospect to share a compelling reason to buy. You have just identified a problem. As any homeowner knows, there are many things that are annoying around a house and “need” to be fixed. But the average homeowner does not fix everything as soon as it becomes known that it is not exactly as it should be. You can tolerate a leaky faucet even though it is annoying, and it is costing you money. There is no urgency to fix that especially if you are not skilled with certain tools. However, if a pipe bursts and water is spewing everywhere, there is urgency to do something about it immediately. So, when you are on a sales call do not be satisfied with uncovering the problem or pain. Make sure you determine whether the prospect has enough urgency to solve the problem before you count it as qualified.

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