“Josh, my product solves a problem that I know my prospect has. Why didn’t they buy?”
I have a barbecue.
Only one side works.
Since I’m only cooking for 2, I’m able to make progress.
I use the left side of the grill.
On a 1-10 scale, I’m at a 2 on the Struggle-O-Meter. I’m in the blue zone.
I’m not a buyer.
A few months go by.
My ignitor breaks.
I light the grill with a match.
I’m still able to make progress.
I’m at a 4 on the Struggle-O-Meter. I’m in the yellow zone.
If you try to create urgency by offering a discount, I’m still not a buyer.
If you ask me about my grill problems I’ll tell you I don’t have any because I’m able to get the job done.
But what if you illuminated a problem I might not know about that could hurt me?
“Josh – How do you know lighting a grill with a match won’t burn your face?”
Hmm, I’m not sure. I have a leak.
Suddenly I’m at an 8 on the Struggle-O-Meter. I’m in the red zone.
Urgency is what salespeople want but buyers just want to make progress.
You can shine a light on the cost of inaction and see if the prospect thinks it’s urgent.
You can waste a lot of time selling to people in the yellow zone.
You don’t create urgency, you align with it.