Gartner Research

Accentuate or Create Customer Urgency to Accelerate Sales Cycles

Published: 21 August 2019

ID: G00434230

Analyst(s): Mark Stanyer


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

Table Of Contents
  • Key Challenges



  • 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
  • Conclusion

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.