Definition: Creating urgency is a sales technique that makes the customer feel they must act now to secure a benefit or avoid a drawback. Time pressure or scarcity is applied intentionally to speed up decision-making.

Techniques

• Limited offers – Scarce quantity or time-bound deals (“Only 3 spots left” or “Early-bird discount until Friday”). Fear of missing out (FOMO) activates Cialdini’s scarcity principle.

• Highlighting consequences – Show what the customer loses by hesitating: “Every day you wait, your solar panels forfeit unused feed-in tariffs.”

• Real vs. fake deadlines – Ideally use genuine deadlines (“Government funding ends this quarter”). Artificial pressure without a real reason breeds distrust. Honesty lasts longest; urgency should never feel like a cheap trick.

Psychology: Urgency shifts the customer’s focus from if to when. Non-intuitive point: Positive urgency outperforms fear-mongering. “Secure your 20 % early-booking bonus now!” works better than “If you don’t book now you’ll miss 20 %” - the former frames the chance positively.

Caution: Use sparingly. Today’s customers spot faux urgency fast. Work with real opportunities and be transparent - true urgency (solving an existing problem) then comes to the fore and helps undecided buyers cross the finish line before doubts grow.