Prospecting part 3: Urgency

Urgency.
After two conversations and permission to begin sending a prospect free information...
Bring on the urgency!
Why now and not in the first conversation?
Because urgency in the first conversation sounds like a pitch.
Even if it's not a pitch and you are being genuine it will still "feel" pitchy.

Urgency is a pitch.
Timing is of the essence when urgency should be used.
The urgency we feel versus feeling pushed is a matter of taking the time to build trust.
If urgency is conveyed before trust is established the message is "pushy" feeling.
Pushy is NOT how you want to come across when you want a prospect to buy from you.
 
Here is an example:

If someone we don't know tells us what we " need to do" we feel invaded and our guard goes up.
However, if someone has been getting to know us and giving is "no strings attached " information that benefits us to know and THEN they tell us to do something it feels more like a nudge forward and also in our best interest.

Can you feel the difference when someone nudges you rather than pushes?

It is hard to describe the difference .
That is because most feelings are hard to describe yet easy to recognize.
In prospecting (and life in general) feelings hold more importance, have more longevity in our memory that logic.
Try doing level two algebra test after a 15 year break.
Won't be a pretty score if you have not been in school for a while. But I bet if you think back you can remember a feeling from 15 years ago with twice as much clarity.

This concept of feelings fueling most of our decisions is imperative when communicating urgency to prospects. 
want your prospects to feel a building trust every time you contact them?
Take your time and do not squeeze urgency into a conversation where it does not belong yet.
It takes longer to build real trust, but in a business where years may go by before a prospect needs your service...
You have to invest in building the kind of trust your prospects will remember.