Dear SaaStr: I’m New to B2B Sales. How Do I Create Urgency?
Closing your first B2B deals is about hustle, persistence, and creating urgency where there often really isn’t any. Early on, you’re not just selling your product—you’re selling yourself, your vision, and the idea that your product is going to solve a real pain point right now.
Here’s how to at least increase urgency in deals:
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Start with Warm Leads. Even If The Deals Are Small.
Your first customers are almost always people you already know or who are one degree removed. Reach out to your network, past colleagues, or anyone who might have a problem your product solves. These early customers are buying into you as much as the product. If you don’t have a network in your target market, hustle to build one—attend events, cold email, or leverage LinkedIn. -
Focus on the True Pain Point, Not Buzzwords
No one buys a B2B product just because it’s part of a trend — not on its own, at least. They buy because it solves a real, material problem that’s costing them time, money, or both. Be laser-focused on the pain point you’re solving. If you can quantify the ROI—how much time or money they’ll save—that’s even better. For example, if your product saves them $50K a year, that’s a compelling reason to act now. -
Create Urgency by Adding Value. For Real.
Urgency doesn’t just happen. You have to create it. The best way to do this is by adding so much value during the sales process that the prospect feels like they’re losing out by waiting. This could mean offering a free trial, doing a pilot, or even helping them solve part of their problem manually to prove your value. If you’ve already helped them, they’re more likely to move forward quickly. -
Use Deadlines — But Thoughtfully.
Deadlines can work, but they have to feel natural. For example, you could offer a discount or extra services if they sign by the end of the month. But don’t overdo it—if it feels like a used car sales tactic, it’ll backfire. Instead, tie the deadline to something real, like a limited capacity for pilots or onboarding slots 78. -
Always Get the Next Step on the Calendar.
After every meeting or call, schedule the next step before you hang up. Whether it’s another demo, a discussion with their team, or a follow-up to review the proposal, always have something on the books. This keeps the momentum going and prevents deals from stalling 7. -
Ask for the Close — Once You’ve Added a Ton Of Value. Ask.
This sounds obvious, but a lot of founders don’t do it. Once you’ve added value and addressed their concerns, ask directly: “Can we get this done by [specific date]?” If you’ve done your job well, they’ll often say yes. And if they don’t, you’ll at least learn what’s holding them back so you can address it. -
Leverage Social Proof.
Even if you don’t have paying customers yet, you can still use social proof. Talk about beta users, testimonials, or even just the interest you’ve received. People want to buy what others are buying. If you can show that others are excited about your product, it’ll create FOMO and urgency. -
Be Persistent Without Being Annoying.
Follow up regularly, but always add value in your follow-ups. Share a case study, a new feature, or an insight that’s relevant to their business. If you’re just pestering them to “check in,” you’re not helping your case. - Share How Competitors And Similar Customers Are Using Your Product.
This always helps. It shows how others are getting ahead using your product. But it has to be for real, with real details of true results.
Your first deals are generally going to take longer and be harder than you expect, but that’s normal. Once you close a few, you’ll have the momentum and proof points to make the next ones easier.
A bit more here:
