How to Build Authentic Urgency (No Cheap Gimmicks Allowed)

Hey closers,

Everyone’s been on the receiving end of a “End of Month/Quarter” or “limited-time offer!” pitch that felt more like a ploy than a real business case. When overused, these gimmicks only breed skepticism and erode trust. But the truth is, urgency can be one of your most powerful negotiation tools—if you do it authentically.

Here’s how to create genuine urgency without looking desperate:

1. Tie Urgency to Real Business Needs

Instead of contrived deadlines, focus on what’s driving the buyer’s timeline—maybe they need results this quarter to free up budget for another project, or they’re planning a major product launch next month. Use that real-world pressure point to highlight why starting now is crucial to their success. Emphasize, “Because you have your rollout in Q3, beginning implementation by June ensures no disruptions to your timelines.”

Action Tip: Look for specific dates, goals, or events in the buyer’s internal world. Anchor your sense of urgency in their reality.

(For a sales cycle at Veles, a companies needed to roll out a new pricing strategy at SKO, so they have roughly 3 months to validate and test Veles. They defined that timeline, and it had tangible repercussions for both parties if it was missed.

2. Provide Tangible Consequences

Don’t just say, “Hurry up, or else.” Show them the actual costs of waiting, such as delayed project ROI, extended competitor advantage, or resource allocation challenges. Quantify that lost opportunity if they push the deal to next quarter. This approach demonstrates you genuinely care about their success—and aren’t simply trying to rush a signature.

Action Tip: Calculate the approximate financial or operational impact of a delay. Outline how it affects the buyer’s metrics, not just your timeline.

We do this in Veles with pricing options. Here is an example of how you can present options to cement consequences.

3. Offer Win-Win Deadlines

Deadlines themselves aren’t the enemy; gimmicky ones are. If you’re offering incentives, like a limited run of extra implementation support or a specific discount for a strategic reason (e.g., end of your fiscal year), make the rationale clear. Frame it as a mutual benefit: “We have a certain amount of bandwidth for custom integrations this quarter, and if we finalize by Friday, we can guarantee resources for your project.”

Action Tip: Always explain why the deadline exists. Authentic scarcity—like limited staff availability—feels fair, not forced.

4. Keep It Professional, Not Desperate

Repeatedly poking your prospect with “We need to close now!” can signal desperation, eroding trust. Instead, communicate calm confidence. If they choose to wait, respect that choice but be transparent about the implications. Let them know you’re on their side to help, not pressuring them just to hit quota.

Action Tip: Position urgency as a strategic decision for them. Something like, “I want to be sure you realize the window to implement before Q3 is narrowing. Let me know if you’d like to proceed so we can secure resources for you.”

Parting Thoughts

Authentic urgency stems from aligning with your buyer’s priorities and timelines, not pushing them with empty threats. When done right, it helps them make timely decisions that truly benefit their business—while helping you close deals smoothly. No gimmicks required.

Stay focused on what truly matters to your customers, and you’ll find that urgency isn’t about pressuring a sale—it’s about facilitating a solution on the right schedule. Win-win, all the way.

Stay Caffeinated & Keep Closing,

The Veles Team

P.S. Got a burning sales question? A negotiation nightmare keeping you up at night? Hit reply or DM us. We’ll tackle it head-on in a future newsletter.