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The Danger of Your Sense of Urgency

For years sales trainers have been telling us "you gotta have a sense of urgency or your prospects won't buy." And what did most of us do? We mustered up the greatest sense of urgency we could. Believe me I was in the front of the line.

Let me tell you what I discovered about having a sense of urgency in sales. I found that the more my prospects felt my urgency the less I would sell. For months I would express the urgency for my prospects to get on board before it was too late. I would tell them that they would lose out if they didn't act now. I would share with them that the price is expected to go up and they would definitely have to pay the higher price if they didn't act now. You name it I tried it. The only thing was it was all to no avail. When it did work, I found my clients canceling after they cooled down after the sale.

Urgency is an interesting thing when it comes to customers. I'll use myself as an example. About 18 months ago I got the new care fever. I've been wanting a Mercedes Benz for about 10 years but I felt the time just wasn't right. Every time I went to the dealer to look at a Mercedes, the salespeople would all express a sense of urgency that really turned me off. Consequently I never bought the Mercedes. In two distinct shopping experiences in the last 10 years I went to my old dealership and bought another Dodge.

Just about 16 months ago I went to another Mercedes Benz dealership "on a mission" to get my Mercedes. This time things were different. I had the sense of urgency this time. All the salesperson had to do was show me what I wanted to see and follow my lead. What I discovered was that it was my urgency that made the sale.

Here's my point. When we work with prospects, it is not our responsibility to push them to a place of having a sense of urgency but rather discern how urgent they are and flow with them. When a prospect shows up with a sense of urgency, we will never be accused of manipulating them to do something they didn't intend on doing. While our own sense of urgency can get us in trouble at times, just remember that the urgency of a prospect is much better than our own in the sales process. They key for us as salespeople is recognizing the level of urgency our prospects have.

Until next time,

Ced Reynolds

Career Recruiter

Posted by Cedric (Ced) Reynolds, CITRMS - (909) 597-3502 on 11/19/2008 10:47 AM

Comments (57)

Urgency in the Training Channel

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57 Comments on The Danger of Your Sense of Urgency

NOV

2008

I like your conclusion. We are their agent and should be focusing on their desires and at the pace they set. Do you ever have the other issue, when you think they are jumping into a bad situation and they keep refusing to take the parachute you are offering?

Very good point Cedric. I sell my service, dedication and expertise to my clients, guiding them every step of the way. Real Estate is not an impulse item....at least not for most people.

Maggie, thanks for your comments. To answer your question, all we can do is the best we can do. When we offer the parachute and they don't take it, we can leave knowing we've at least made the offer. I like sleeping at night and looking myself in the mirror in the morning.

Thomas, great comments. It's a good thing to guide our clients every step of the way.

NOV

2008

Good words Cedric! In fact, when all is considered, the key tool to sales, is our ability to LISTEN. I have found that when we calmly listen to the client, helping them in areas that lead to the sale, and letting them struggle alone when they are trying to talk themselves out of it, they have a tendency to create their own sense of urgency.

In my formative years in sales, I found myself over talking the client, and finishing their thoughts. This led to fewer sales. Now, that I have learned to listen, and ask the open ended questions, soliciting their thoughts, the clients generally close themselves. Thanks for the reminder, Cedric!

Well said. I like your perspective.

Jimmy, thanks for your comments. Your wisdom shines through in your response.

Melody, thanks for participating with this post. I appreciate your comments.

You're welcome! I look forward to future dialogue. I'm new to the AR, and find it quite interesting and informative.

Great point!

Most of us don't like to be pushed and rushed and we like to make a decision on our time. I am completely turned off by pushy sales people. What I like from sales people is for them to provide me with information about the product and educate me on it if needed. When the time is right I will make the purchase. Thanks for sharing.

Ced... this is a fantastic post! Great point to remember!! G

I couldn't have said it any better. This is the first thing I do when I qualify my prospects at the first point of contact whether it be them registering on my website to search the MLS or calling me about a listing. This is done even before I tell them to call one of my loan professionals. I want to know when they want to move FIRST, then we can help them figure out how to get there! If they have no urgency, that is not to say I don't work with them, but sometimes it is babysteps for a while even if it lasts a year or more!

I hate when a sales person has too much sense of urgency, I will close up and feel uncomfortable. So I try not to be this way. I try to go with the flow for the most part

Cedric - Congrats, great post and a wonderful way to conduct business.

If your prospect senses urgency from you, they sense you are broke and need the money. Continue to educate them along in the process. Don't hold their hand, just answer all questions and keep them informed.

Nice post Cedric

I like how you stated this, Ced. I have found in my business that it is best to allow the client's sense of urgency/timing guide them. I would never be comfortable pushing them into a purchase that wasn't quite right. Even if it IS the right purchase, they have to be allowed to mull it over and come to that conclusion on their own. If they don't the entire process will be filled with tension and they may not enjoy their new home as much as they could have. Also, if anything goes wrong with the home, they will blame their agent for "pushing" them into a bad deal. if they weren't ready to move forward.

Once a client falls in love with a home, though, it's amazing how road-blocks become just small obstacles on the way to a dazzling finish.

Awesome post! Congrats on the feature! I completely agree that it is best to put the client in the driver's seat...

Cedric:

You are totally right - sense of urgency is critical today. Unfortunately not many perspective buyers I know have that same sense of urgency to buy. They only want to wait - for what -reduction in sales prices. better stock market results - all are different. Waiting is tough but necessary today.

Each your comments depict the empathy necessary to be top selling professionals. Don't you find it amazing how this challenging market makes us all focus on our basic selling skills? The important take away from this blog, is that as we come out of this challenging period, we remember to always keep to basics. While nothing is recession proof, sticking to the basics is your best chance of surviving it.

Great timing, I really needed to hear this BEFORE I scare anyone else.

Bonnie

TheHomeInspectorsWife

Creating a Sense of Urgency certainly has its place in our business - Every situation is different - It is up to the agent to handle these situations on a case by case basis - Show their profesionalism.

We couldn't agree more! We've had numerous client choose to work with us simply because we weren't "pushy like other agents". Our philosophy is to create long term relationships with people by listening well, being generous with our time and knowledge, making them aware of things that they wouldn't think of themselves even if it could cause them to not buy a certain home they otherwise like. We feel this is the only way to truly look out for our clients highest and best interests. These relationships will yield a far greater number of future referrals and repeat business than if we did push a higher state of urgency. Great post!!!

I agree, it is up to the agent to determine the urgency of his/her client and not push them to make a decision they may regret later. Great post.

Thanks Cedric! GREAT point--especially NOW! Should we tell them that there's an urgency in THIS market, they'd laugh their way all the way to another agent in a hot New York minute! Congrats on that little gold star too!

Debe in Charlotte

Buyers start the shopping process must earlier now so we need to let them set the pace.

Great post, Cedric! I completely agree with you. It's tough sometimes not to "push" buyers to purchase, especially if it's been awhile since you've had a closing, but like you said, their sense of urgency is what matters. And hear what they're telling you. I've received comments from past buyers/sellers that they appreciate not being pressured. I always remind myself of the golden rule -- treat them as you would have them treat you.

Thanks for all the comments. I was pleasantly surprised when I logged into Active Rain this morning. You're all so greatly appreciated.

Stay in it to win it,

Ced

Ced- I agree. The best way to motivate people is to nurture their own enthusiasm and urgency for something rather than trying to create one yourself. Thanks for the post!

Ced - Great post! I think that we all have been there at some point and time in our careers. The best sales are those that tend to take their natural progression through the sales cycle and are not forced.

I totally agree with you that the urgency should come from the customer and not from the agent but I would like to add that our duty is to give them the information needed to make the right decision for them. We need to stop assuming that we know our customer's situation. They give us some information but often we don't have the all picture. Ultimately the decision should be only theirs.

Glad I'm not the only one to feel this way! I have always felt the more "urgent" it seems, the "less" likely it is the right move for the buyer! And the more i've tried to instill a sense of urgency, the more desperate it makes me seem which damages my clients confidence in me. I've found much more success by being a patient consultant than a pushy salesperson.

Cedric - I think you make a very good point... you don't want buyers to misinterpret your sense of urgency for desperation.

Well written Cedric. A major professional skill is the ability to recognize a client's or customer's readiness to act.

Jennifer, thanks for your participation on my blog.

Laura, you are so right. People purchase when they are ready.

Glenn, thanks for the kind words.

Michael, love your comments about the baby steps.

Jason, I'm like you I will close up and feel uncomfortable when a salesperson is to pushy. Thanks for your comments.

Norma, thanks for the warm words and the congrats.

Tony, you said it my friend about education. It's key.

Robin, small obstables seem to vanish when our clients are self motivated, don't they...lol

What an interesting Blog. And so very true. In addition to not showing a sense of urgency, unless I truly knew there to be one on a particular property, I also prefer to go the route of information gatherer / giver. It's a matching game for me...matching my customers needs and wants with the properties that fit into their budget, area of interest, etc. And, like the previous commentor... although I am not the wealthiest of agents, I can look at myself in the mirror every day, sleep like a baby every night and not feel the urge to shrink in my seat as I pass a neighbor / past customer!

You hit the nail on the head. I like to call it commission breath. By either name it still turns buyers off.

Good post. You cannot push someone into making such a huge decision as buying a house--or a mercedes! Go with the flow. It's easier!

I couldn't agree more. The challenge I have is that I am WORRIED that my clients will lose the home they fell in love with because they don't believe that someone will swoop in and buy it. That's usually when my sense of urgency comes in -- when I know they love it but are afraid to submit an offer. :-)

Timely advice Cedric!

Very good point - they don't give a rip if I'd like them to make a decision quick before somebody else scoops on the new Coach briefcase I can't afford. :)

Well said. The idea is for us to lead them to where they already want to go, and to help them get there in the smoothest possible way. If I am acting on my own urgency, I am serving myself, and no longer serving the customer

This is so right on! Great blog. Thanks.

I agree with you! We really must pattern our prospects--that is what will bring success.

Very well said ! At the end of the day, each buyer has his or her own set of motivations and urgency. The skill for an agent is to be able to discern this urgency and try to focus on working with people that have the greatest motivation and/or need. Great post !

Well there certainly no urgency right now is there. I like your analogy though I have been there and done that.

Cedric,

I've never been a pushy agent (I sometimes equate that as being the same as having a sense of urgency) and I believe that it has always worked for me. I sometimes tought I should be more aggressive, but I'm sure now that pushy is not the way to go. Nice post.

I tried creating urgency when I was a brand new agent because that was what I was taught. "Get them off the fence" was a common phrase. I quickly learned that it just made buyers fall off the face of the earth. A home is the most expensive thing most people will ever buy and it needs careful consideration......not impulse. Thanks for sharing the post.

Cedric, you are so right. They do try to teach us that sense of urgency; in my case, it never did take because I don't believe in it. For buyers. There are some sellers who need to find their sense of urgency to get out while they can but, again, that has to be them, not me.

NOV

2008

This is why most people will put off buying a house because financially and even mentally a lot of people who buy houses are not ready to buy. When you are forcing someone to do something that you dont really want to do,in a way you are being very pushy and people don't like that. You can lose business and even your reputation as a real estate professional.

By the way I dont mind a 2009 Black Range Rover 4.6-Heck I will even mind taking a older version-LOL. Congratulations on the featured post Ced. Great post.

Ced -- great post -- I love the profile pic -- Classic

Outstanding Post,,..it has to be about THEM...and sooo many agents don't get that ! I have considered that "Bobby Ewing Mercedes"....my model is silver with interchangable rag and hard top...not really practical for Wisconsin weather....but sooo befitting ! Every prosperous wish for your continued success !

sooo true - excellent blog Ced.

Marcela

Ced, Congratulations on a great feature. I can feel people's urgency and I don't like it. Neither do I like to be pushed in any way when purchasing anything. Those hard sell attitudes just don't work....in most businesses I believe.

Finally - somebody had the confidence to say it - thanks Ced.

I have always disliked being called a "sales person". And my perecpetion is the more you try to "sell" the less confidence your clients will have in you.

Nobody likes to be "sold". I know I don't.

Educate me, inform me, challenge me, but don't sell me.

I treat my clients the same way.

Great perspective. And I think it's right on. Discerning where our customers are and flowing with them is powerful & effective. It keeps me from getting in the car and driving all over town to see 10 homes when the purchase is a year away. It helps me drop everything else and show 10 homes when a family is relocating and MUST be in their new home by Jan. 1st.

Emily, thanks for the congrats and your comments.

Kathy, you are so right. "Waiting is tough..." Thanks for your comments.

Bonnie, lol...I'm sure you wouldn't scare anybody. Thanks for participating in the discussion.

Steve, thanks for your wise words. I agree with you. Every situation is different.

Brian & Marie, thanks for the kind words. Glad you are on the non pushy side...

Lisa, you are right about us determing the level of urgency our client has. Thanks for your comments.

Debe, thanks for teh congrats on the "little gold star". Also thanks for your comments.

Jean, shoppers are setting the pace more and more. Thanks for your comments.

Peggy, nobody really likes to be pressured. Glad you don't pressure people. Thanks for commenting.

Ilyce, love the way you put it, "nurture their own enthusiasm and urgency..." Thanks for the tip.

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