I have a barbecue.
Only one side works.
Since I’m only cooking for two, I can make progress.
I use the left side of the grill to get the job done.
Even if you discount your grill, I’m not a buyer.
If you follow up five times in five days, I’m still not a buyer.
You can’t create urgency.
Fast forward two months. (Yes, this requires patience).
My ignitor breaks.
I light the grill with a match.
I’m still able to make progress.
If you try to create urgency by offering a discount, I’m still not a buyer.
But what if you ask a question that illuminates the cost of inaction?
“Josh, how do you know you won’t burn your face when lighting your grill with a match?”
Hmm, I’m not sure.
Suddenly my current way just won’t cut it anymore. (Push – Jobs-to-be-Done)
Your new way will look pretty good. (Pull – Jobs-to-be-Done)
When the pull and push are greater than inertia and anxiety, I’m a buyer. (Jobs-to-be-Done)
Salespeople want urgency. Buyers want progress.
Prospect buy on their timeline, not yours.
You don’t create urgency; you align with it.