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In this episode, Bill and Bryan debunk one of the most persistent myths in sales training - that you can create urgency in buyers through clever tactics and techniques. They explore why deals are taking longer to close in 2025, examining both macro factors (economic uncertainty, decision-making complexity) and micro factors (changed buyer behavior, technology overload).

The guys discuss how traditional urgency-creating methods like pattern interrupts and pressure tactics are not only ineffective but counterproductive in today's market. Instead, they reveal a modern approach focused on two key strategies: de-risking for the buyer and providing thorough explanations of what happens after the purchase.

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