Creating Urgency in Q4 Deals

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Creating Urgency in Q4 Deals

We're in the final stretch of Q4.

The clock is ticking. Your quota is staring you down.

In an ideal world, every one of your prospects would have urgency to buy your product before the end of the year.

But in reality, most of them don’t care if they buy your product this year or next. They can survive another month. But you need them to buy now, and contribute to your Q4 quota. 

So, with roughly 5 selling weeks left in the year, let’s dive into 5 ways you can create urgency in your Q4 deals. 👇️ 

1. The Discount (But Only at The Finish Line)

Discounts are like hot sauce - use them sparingly.

They can be a sales rep’s best friend when used correctly, but cause more harm than good when used incorrectly.

Most buyers are expecting a hefty Q4 discount because, well… they’re onto us.

They know that companies have quotas to hit, and will offer deep discounts to close the deal before the end of the year. So, when it comes to offering a discount, always ask for something in return.

• We can offer this discount if signed by December 20th.

• We can offer this discount with a multi-year contract.

And only offer discounts to serious buyers who need an extra incentive to buy now.

Offering a discount just for the sake of it is not a strategy.

2. The 2025 Price Hike

Nothing motivates people like the fear of missing out.

When you tell prospects pricing will be higher next year, you’ve given them a reason to create urgency in their buying cycle.

Your urgency toolkit:

• Show exact new pricing vs current pricing.

• Provide marketing materials proving the increase.

• Make the current price feel like a steal.

3. Free Trial or Pilot

Sometimes the best way to create urgency is to give prospects a taste of what they'll lose.

Offer a free trial with a clear expiration date that ends before the end of the year.

Tip: If the prospect doesn’t use your product during the pilot, they won’t feel a need to buy at the end of it.

4. Concrete Next Steps

Urgency is about maintaining momentum. The most effective sales reps never let a conversation end without a clear next step.

Before the end of each call, make sure there is another step or meeting in place.

This could be a 5 min check-in, 30 min team call, or follow-up call with new stakeholders.

This makes it so they stay prepared, ensuring you stay top of mind, and the deal continues to get pushed forward.

5. The "Whatever It Takes" Approach

Ask yourself the ultimate question: What would you do if your life depended on closing this deal?

Yes, I know it’s a bit dramatic, but it’s a good thought exercise.

Potential needle movers:

• Meet more stakeholders.

• Fly out to see the prospect.

• Bring your leadership into the deal.

• Get wildly creative.

And don’t be afraid to just ask: What would it take to get this done before the end of the year?

Sometimes, they’ll just tell you.

Go make it rain.

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"It's a game changer" - Cooper Burrill | Head of RevOps, Cacheflow