Creating Urgency: Lights! Camera! Action!

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Let's say you write movie scripts.
You write them and then you sell them to producers.
Think of your clients as the producers that are debating on buying your script and making it into their movie.
Until they buy the script they do not know what their next movie will be about.
In order to buy your script, it has to resonate with them.
Connect with them and create urgency for wanting to be a part of bringing that script to life.

In sales...
Lead conversion is about creating urgency.
It's not about selling.
Selling comes later.
Selling (the movie) is a byproduct of the urgency you create in your prospect.
Urgency is not about persuasion.
It is about painting a picture for a prospect to naturally conclude that they MUST act.
The decision to act is an "output".
Salespeople who focus on outputs will not sell as well as salespeople who focus their efforts on "inputs".
Inputs are a person’s perception and thinking.
Thinking is where every decision starts.
If a prospect is reluctant to commit to you it means that the story you are telling them about what their urgency should be isn't resonating with them.
The reason the story doesn't resonate is usually because it doesn't feel personal enough to the prospect.
(They can't see THEMSELVES being the producer of this script...)

Conclusion:
People make decisions based on how you make them feel.
Tell your prospects a story about what their future can look like if they chose to buy your script.

Urgency is about visualizing benefits.

Urgency allows you to ask a person: "Isn't this a good story for you? Are you ready this to be your story?".
When you ask those questions the answers come from a feeling that you made the person connect with.
The feeling of connecting with the story you told them.

After the prospect wants the story to come true you can show them HOW.
The HOW comes after they want the story to be their story.
When your prospect starts asking the HOW  question...

Lights! Camera! Action!

(Or in your world...)
Let the selling begin!
But until then...
It's still about selling the plot.

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