The Audible-Ready Sales Podcast Driving Urgency in the Deal
May 27, 2025
John Kaplan, a seasoned sales leader and revenue-driving executive, shares his insights on generating urgency in stalled deals. He discusses how effective discovery can uncover a customer's core business challenges and forge emotional connections that drive decision-making. Kaplan stresses the importance of involving multiple stakeholders to create urgency and emphasizes differentiating your value proposition in a competitive landscape. He also highlights the critical role emotional engagement plays in motivating buyers to act.
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Start Deals With Deep Discovery
- Always begin your deal with thorough discovery and preparation on the customer's biggest business issues.
- Use available tools to research key problems before your conversations to show value and relevance.
Create Emotional Urgency in Deals
- Discover and attach to the customer's critical business issue to create emotional urgency.
- Use discovery to make the problem theirs and drive them toward action that cannot wait.
Map Value To Customer's Urgency
- Only articulate value after uncovering the customer's urgent problem through discovery.
- Map your solution directly to the customer's articulated needs to avoid seeming irrelevant or overpriced.