The Advanced Selling Podcast The Myth of Creating Buyer Urgency
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Sep 15, 2025 Bill and Bryan tackle the myth that urgency can be manufactured in sales. They discuss why buyers today are slower to make decisions due to economic uncertainty and technology overload. Traditional pressure tactics fall flat in this new landscape; instead, they advocate for creating trust through risk reduction and clear post-purchase explanations. Humorous anecdotes about old hotel gadgets set the tone as they analyze modern buyer behavior, emphasizing authenticity and connection as the key to closing deals.
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The Annoying Hotel Ironing Board
- Bryan tells a personal story about the primitive hotel ironing board that squeaks and frustrates users.
- He uses the example to suggest some markets remain ripe for disruption despite small ticket size.
Slower Deals From Distributed Decision Making
- Deals are slowing because buyers and organizations now make more distributed and deliberate decisions.
- Macro factors and changing buyer behavior both increase time to close.
Economic Noise And Option Overload
- Economic uncertainty and more competing technology options make buyers more thoughtful and cautious.
- Buyers research more and weigh more alternatives before committing.