Do you feel impotent because the sales force doesn't create a
sense of urgency, a compelling need to act now? The result is
inadequate closing ratios and longer selling cycles. (Instead,
does your salesforce create interest, which often goes
nowhere? I call this the never-ending selling cycle.)

Unfortunately, most selling is in the province of interest. What
you want is urgency.

To achieve this, you need to front load two qualities into your
selling process:

• Urgency statements, based on material difference
  
• Credibility
  

Bear in mind - no urgency, no order.