by D. Romero | July 26, 2021 | 5 Min Read

How to Build Client Trust and Create Urgency in Sales

two people sitting at a table going over a contract

Creating urgency in the sales process can seem challenging, but it’s absolutely vital to convert and close more sales. When your sales teams can create urgency with prospective clients, it empowers them to consistently drive home the sale.

Urgency in the sales process helps clients:

  1. Move forward more quickly with a decision
  2. Understand why they need what you’re offering

But creating urgency with prospective clients without seeming aggressive or pushy is a learned skill. Developing and conducting sales training programs geared toward urgency in sales is the best way to upskill your employees and prepare them to make sales.

If you’re wondering what urgency in sales looks like, you’re in the right place.

In this article, we’re sharing valuable information about urgency in sales. We’ll be looking at:

Keep reading to learn about sales training and how to create a need in sales.

→ [Download] Free Guide to Sales Training ←

4 Ways for Creating Urgency in the Sales Process

Many companies know that they need to create urgency in sales but aren’t sure how to build urgency in sales. Ultimately, creating urgency in sales involves building trust with clients and giving them a reason to receive what you’re offering.

So, how do you build trust and put yourself in a position to make a sale?

There are four main components to create urgency and quickly building rapport in a professional relationship:

  1. Communicate your value proposition
  2. Listen actively and attentively
  3. Ask good questions
  4. Provide relevant information

Let’s dive into these four building blocks in more detail.

1. Communicate Your Value Proposition

Step one in building trust and urgency with your clients is to communicate your value proposition clearly.

Your value proposition is the unique service or product that other individuals or companies can benefit from—it’s something that meets a need. It’s also what differentiates you from other businesses in your industry and makes you attractive to prospective clients.

Additionally, your value proposition is the quickest and easiest way to relay to potential clients what you do.

  • Do you know your value proposition?
  • Can you clearly and succinctly state your value proposition?
  • Does the sales team know your value proposition, and can they effectively communicate it to clients?

Your value proposition is often your client’s first impression of you. Clearly and concisely communicating your value proposition is an excellent way to make an excellent first impression.

2. Listen Actively and Attentively

Creating urgency in sales involves actively and attentively listening to clients. Practicing good listening skills also makes the client feel valued and increases their trust in you.

One company researched sales processes and found that top sellers listen about 60% of the time and talk 40%—the best salespeople let the client do most of the talking.

Actively and attentively listening means that you hear and understand what the other person is saying. Being a good listener doesn’t mean that you never talk. It simply means that you engage in a dialogue to understand their needs rather than constantly pushing your product or views on them.

Instead of always answering their questions or providing input, you can:

  • Ask follow-up questions
  • Try to repeat what the person just said in your own words
  • Use the phrase, “Tell me more about that.”

Your ultimate goal in sales is to deeply understand the client’s needs and help them recognize your service meets that need, which also involves asking good questions.

→ [Download] Free Guide to Sales Training ←

3. Ask Good Questions

Asking questions is another excellent way to help create urgency in the sales process. But it also goes hand-in-hand with listening because you can’t ask good questions if you haven’t been listening closely to the client.

Try to avoid “yes” and “no” questions and instead look for ways to ask open-ended questions. Open-ended questions will:

  • Provide you with more information about the client
  • Help the client see their need for your service or products

If your client states they need better employee training, you could say, “You said you need more specific employee training. Our custom employee training would be perfect for you because...”

However, a better approach would be, “I’ve heard you mention that your current training process for sales personnel isn’t effective. What would it look like if you had a way to create custom training modules for all of your teams?”

Do you see the difference between the two approaches?

In the first scenario, you’re telling the client what to think. But in the second approach, you’re helping them think for themselves about a possible solution (hopefully, your custom training offering!).

4. Provide Relevant Information

Lastly, you want to provide your client with relevant information.

Providing the client with too much, too little, or unnecessary information can hinder the client’s ability to make a decision:

  • Too much information can overload and overwhelm your client.
  • Not providing enough information can leave your client without a clear understanding of how you can help them.
  • Unnecessary information can lead them away from a clear decision about the service you’re offering.

However, if you’ve employed the first three steps above, then providing relevant information should be easy.

Clearly stating your value proposition, listening well, and asking good questions all lead to knowing your client’s needs. Knowing what the client needs will allow you to provide only the necessary information.

All four of these practices can help you and your sales team more effectively build trust with clients and create urgency when closing.

→ [Download] Free Guide to Sales Training ←

Need Help Developing and Conducting Sales Training Programs?

Creating urgency in the sales process is a vital piece of the sales puzzle. Without urgency, clients won’t feel the need to decide on your offerings, and sales won’t convert (or will convert very slowly).

But you don’t want to be too pushy or salesy. Urgency in sales requires trust and rapport with your prospective clients. To build trust and create urgency in sales naturally, you can:

  • Communicate your value proposition
  • Listen actively and attentively
  • Ask good questions
  • Provide relevant information

But what if you or your teams are new to these concepts and want training in how to create a need in sales?

A training process for sales personnel that teaches employees how to build urgency in sales is a great place to start!

At Unboxed Training & Technology, we’re experts in developing and conducting sales training programs. Our specialty is helping companies create customized, tailored training that fits the exact needs of their sales team. We start by talking with you and getting to know you, your company, and your needs. From there, our creative team works with you to create content that’s fresh, engaging, and on-brand. Our training solutions help your employees learn continuously and adapt rapidly.

Request a demo of our custom sales training solution today and give your sales team the training it needs.

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