From Nice-to-Have to Must-Have. Sellers Create Urgency
Most salespeople mistake interest for progress. A buyer nods, says, “This looks great, let me share it with the team,” and the deal quietly disappears. It’s not because your product wasn’t right. It’s because the buyer saw it as a nice-to-have, not a must-have.
Why Deals Stall?
Many reps present too early before uncovering the buyer’s real problems, consequences, or urgency. They focus on explaining instead of discovering. According to Objective Management Group, only 16% of salespeople are strong at Consultative Selling. Most don’t ask enough of the tough, timely questions that create real buying urgency. Buyers don’t move because they understand your solution; they move because they understand the cost of doing nothing.
The Mindset Shift
Old approach:
- “Here’s what we do and how we can help.”
Consultative approach:
- “What’s happening if this problem continues another six months?”
- “What’s keeping this issue from getting solved?”
Consultative sellers don’t rush to present. They listen longer, ask sharper questions, and help the buyer discover their own reasons to act.
How to Turn Curiosity into Commitment
- Stay in the Moment
Stop thinking about your next question or slide. Pay close attention to non-verbal reactions: frustration, hesitation, or concern
Ask: “What’s the impact of this issue on your team’s goals?” - Ask Tough Questions with Ease
Buyers respect clarity, not comfort.
“You’ve tried to solve this before, what got in the way?” - Get Past “Nice to Have”
Once they name the pain, dig into the consequence.
“If nothing changes, what does that mean for this quarter?”
Tough questions turn polite interest into personal urgency.
Real Example
A manufacturing rep used to lead every call with a product deck. His meetings went well, but nothing closed.
We coached him to slow down, skip the slides, and ask better questions first. When a buyer mentioned downtime costing $10K an hour, he asked,
“So what would a 2% reduction mean for you?” The buyer paused, did the math, and said, “About $80,000.”
That deal closed in 10 days — without a discount. Nothing changed in his product. Everything changed in his approach.
Why It Works
Consultative Selling isn’t about talking less; it’s about listening smarter.
- You ask because you care.
- You challenge because you want clarity.
- You guide because that’s leadership.
When you help buyers see the cost of staying the same, urgency becomes their idea. not your pitch.
Key Takeaway
Buyers don’t buy when they understand you. They buy when they understand themselves. If you want urgency, don’t push your product. Uncover their pain. Ask better questions. Make it impossible for them to stay comfortable.
You can’t learn consultative selling from a checklist. It takes practice, real conversations, real objections, real stakes.
That’s exactly what happens inside the Strategic Sales Council. It’s where salespeople test these ideas, sharpen their questioning, and build the muscle to turn “nice-to-have” conversations into real commitments. Because theory doesn’t change results. Practice does. Would you like to join?
