Urgency does not really exist in 95%+ of deals. There really is no burning need for most customers to buy today, this month, or often even, this quarter.
The world will not end if they wait a month or two to buy your software. It won’t even end if they like your software, but decide even to wait next year to decide to buy it.
Mediocre sales reps have tons of “great conversations” and thus generate tons of “pipeline” … but very little of it closes. Be wary of this when judging reps.
Great reps create and indeed manufacture urgency. Be it with discounts, with favors, with creating the best pilots in the history of the company, etc. And because they create urgency, they close far, far more deals with it than reps even with far more notional pipeline.