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In this week’s Skill Up session, we’re breaking down some real prospecting messages LIVE!

We’ll provide feedback and then help you write new messages you can use the same day.

We did this a few months ago and everyone loved it. So we’re doing it again.

Come join us on Wednesday, September 4 at 12 ET.

Before we dive in… Do you want to be a guest on the SalesDNA podcast? Even if you don’t feel like you have something to say, there is always someone out there you can help. If you’d like to be a guest, just reply back this email and we’ll send you over some information.

Can you really “Create” urgency?

Unfortunately, you can’t manufacture urgency out of thin air. A customer will always buy on their timeline. Not yours.

But you can help your customer realize the cost of inaction and guide them through a timeline to hit their objectives.

The technique we’re going to show you is very simple to implement.

Build a deal timeline

Step 1: Find out what their top objective is

Ex: We’ve talked about a few things, but if you had to prioritize them, what order would you put them in?

Step 2: Figure out when they need to hit that objective

Ex: Is there a specific date you need to achieve/hit that objective?

Step 3: Get them to list out all the steps that need to happen to hit that date

Ex: With that date in mind, what are all the steps that need to happen in order to hit that date? (add in your own examples that other customers have had to complete). This list should be exhaustive.

Step 4: Build a timeline working back from their date

Ex: Ok so if all of these things need to happen, it looks like you’d need to make some form of decision on this (whether it’s us or someone else) by X date. - That date is determined by the timeline you both build together.

Here’s an example of how this could look:

We need to generate enough data by Dec 4th because we have to present to our board and we need another round of fundraising. Working back from that date, it will take 4 weeks to run our assays and collect the data we need. It will take another 4 weeks to create the disease models and order all the reagents we need. Knowing that there could be some delays, we’ll add another 2-week buffer.

That means we need to order these disease models by September 25th. Knowing that legal and procurement will take at least 2 weeks, that means we need to make a decision by Sept 10!

That’s only 10 days from now! Ok let’s set up a meeting next week with everyone that needs to be involved.

Why this works

You’re using the customer’s drop-dead date to build a timeline to help them hit their goal. You’re just guiding them through the process.

In this example, the data is needed 3 months from now. That feels like a long time. But when you guide the customer through all the steps they need to hit that date, it shows them exactly how much urgency is needed.

You’re not “creating” urgency as much as you are showing them how urgent the decision needs to be.

You may be asking yourself, what if my prospect doesn't have a specific date that they need to hit?

Then you haven’t uncovered a high-priority urgent problem and you need to dig deeper in your discovery.

Apple Podcast | Spotify | YouTube

Episode 43: [Leadership] Finding PMF and building a sales team with Max Gilbert

• Finding product marketing sales fit

• Don't scale until you can sell to cold prospects

• Reps need to know what they can make by selling for you

• Hire to the level of your customer

1. Lead Generation: We’ll build target lists, write scientifically relevant messaging, and send messages on your behalf to book qualified sales meetings with biotech and pharma companies.

2. Succession for Reps: A skill development platform for life science sales reps who want to improve their sales skills, exceed their quota, and take the next step in their career.

3. Succession for Teams: If you’re a sales leader who’s frustrated with reps living in reactive mode and either not proactively generating new opportunities or letting prospects go dark, reach out to learn more about our team plans.

4. Strategy Call: Need more than training? Want help implementing and executing your sales strategy? In a 30-minute call, we will assess your company’s current situation and identify growth opportunities.

Special Offer: If you’ve made it this far, you can use the coupon code NEWSLETTER to get 20% off an individual Succession membership.

Recommended Products & Tools: We’ve used every one of these products and can highly recommend them to you. Everything from CRMs to AI tools.

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