Urgency is the difference between making a few sales and making a ton of sales.

The reality is that people procrastinate. They need a reason to buy now. If there's not a reason to buy now, then people will put it off. It's just in our nature.

The problem is that the vast majority of purchases that are put off are never made. That means you miss out on sales from buyers who are otherwise qualified and would benefit from your product but can't be bothered to make the purchase.

This is where urgency comes in. Urgency creates a reason for people to act now. You provide some sort of incentive to close the deal before someone inevitably procrastinates because virtually all procrastinated purchases will never happen.

In this episode, I share four ways to create urgency to incentivize sales.