Gartner Research

Accentuate or Create Customer Urgency to Accelerate Sales Cycles

Published: 17 October 2018

ID: G00370252

Analyst(s): Hank Barnes , Neil McMurchy

Summary

Many technology and service providers struggle with long sales cycles as buyers delay decisions. Technology product marketers should use these approaches to help their sales teams understand and then accentuate, or potentially create, urgency to accelerate buying decisions.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Customer-Acknowledged Urgency Has a High Probability of Action
  • Customer-Unrecognized Urgency Requires Commercial Insights
  • Legitimate TSP-Forced Urgency Requires Proactive Customer Care
  • Artificial TSP-Forced Urgency Is Risky Business

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