So, if urgency accelerates conversion, how can you spot it in an inbound lead?

Well, your first clue is that they’re reaching out at all. People don’t usually seek outside help if they’re not experiencing a time-sensitive issue.

But digging deeper into what’s driving their urgency can glean insight into their problem and help shape the way you present your solution.

A closer look...

Client urgency can come from either external or internal sources.

I diagrammed some specific triggers to look out for below:

More often than not, the client will proactively share why they’re looking for external help now.

But if not, you can just ask!

• What prompted you to reach out now?
• What has kept you from acting on this with internal resources earlier?
• What happens if you wait another 6 months?

Now, the point here is not to use their urgency to strong-arm a deal or jack up your rates.

That’s a fast way to break trust.

Rather, you can use the information you’ve gathered about their urgency to frame your service as the right solution to resolve their time-sensitive problem.

• ‘We can certainly finish this before your budget expires.’
• ‘If we start now, we can have an MVP in-market before the regulation hits.’
• ‘A new CMO is a great time to rethink your paid vs. SEO strategy.’

Keeping the client centered on the ‘why now?’ can help you prevent a dragged-out close.

💡

-Wes