Many sellers fall back on discounts as their only way to create urgency but urgency built on price cuts isn’t urgency at all, it’s desperation.

Caspian Lewke showed you how to reframe urgency around what actually matters to buyers: their priorities, their timelines, and the cost of inaction. Watch and learn practical ways to keep deals moving forward without slashing price or pressuring prospects.

From anchoring conversations in business outcomes to using mutual action plans that clarify deadlines and next steps, this session is all about building forward momentum the right way.

You'll Learn:

1. Why discounting as urgency signals weakness and how to shift to value-first urgency
2. How to tie urgency to buyer priorities like budget cycles, launches, and missed opportunities
3. Practical tools that move deals forward without pressure

The Speakers:

Will Aitken and Caspian Lewke

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