How to Create a Sense of Urgency
Urgency creation training for B2B reps. Learn why deals stall, what causes buyers to act now vs. later, the components you need to create real urgency, and how to use B2B talk tracks and creative special offers to move deals forward without pressure tactics. Sales skill set #13 of the Modern Sales Performer Course Collection.
LEARN ON ANY DEVICE
Take the course from your desktop, tablet, or phone. Start the next lesson whenever you’re ready and move through the training at your own pace.
QUICK ANSWER
How do you create a sense of urgency in B2B sales without being pushy?
Urgency in B2B sales isn’t about pressure tactics — it’s about understanding what causes a buyer to act now instead of later, and positioning your deal so the cost of waiting is clear. Reps who create real urgency close more deals at better timing.
This module covers why urgency matters, what causes sales to stall, the specific components you need to create it, talk tracks for finding urgency in conversation, and creative examples of B2B special offers that move deals forward — including a downloadable special offer template.
WHO IT’S FOR
Is this the right course for you?
COURSE CURRICULUM
What’s inside — the full breakdown.
7 sections · 12 lessons.
THE FULL COLLECTION
All 14 modules — in order.
This module is Module 13. The full Modern Sales Performer collection covers the entire B2B sales cycle — each module with its own completion certificate.
YOUR INSTRUCTOR
Derek Shebby.
Derek Shebby
FOUNDER · MODERN SALES TRAINING
Best-selling course creator and sales consultant Derek Shebby spent 17 years as a top sales executive and sales director with Xerox Corporation. He was a 13-time Sales President’s Club Award winner, coached hundreds of salespeople and sales leaders to excellence, and helped grow his local division from $40 million to over $100 million in annual revenue. After founding Modern Sales Training in 2017, Derek has trained 30,000+ salespeople worldwide. He currently coaches 150+ sales reps live every week and hosts the In Between Sales Calls podcast on Apple Podcasts.
REAL RESULTS
What reps are saying about the Modern Sales Performer collection.
“I’ve made a lot more money now because I have a proven strategy to build value on all of my deals.”
“My cold calling appointments improved 300%. I now set up 3× the meetings in the same amount of time.”
“After the Modern Sales Performer course I was 100% sure what I am doing and why.”
“Reps with 15+ years of experience said it got them back to basics in the best way.”
PRICING
This module is part of the Modern Sales Performer collection.
Get this module — and all 13 others — in one complete program.
Modern Sales Performer Collection
14 Modules · 18+ Hours · Lifetime Access
FAQ
Questions before you enroll.
What’s the difference between real urgency and fake urgency?
Real urgency connects to something the buyer actually cares about — a timing constraint, a cost-of-delay calculation, a business problem that’s getting worse. Fake urgency is ‘this offer ends Friday.’ This module teaches you to find and surface real urgency.
Can I buy this module on its own?
No. This module is available exclusively as part of the Modern Sales Performer collection — 14 modules, 18+ hours. Learn more about the full collection →
What are the 4 components needed to create urgency?
They’re covered in depth in the module. Each component is something you build into the deal throughout the sales cycle — not something you manufacture at the close.
What does the special offer template include?
The downloadable template gives you a structure for building a B2B special offer that creates a legitimate reason to act within a specific timeframe. The module includes creative examples of how other reps have used it.
Can my company reimburse me?
Many companies cover sales training as a professional development expense. Treas. Reg. §1.162-5 also lets individuals deduct training that maintains or improves professional skills. Ask your accountant.
Get this module — and all 13 others — in one complete program.
The Modern Sales Performer collection: 14 modules, 18+ hours, 140+ lectures. The complete B2B sales playbook used by 30,000+ reps.
Learn More — Modern Sales Performer → Not ready? Try 12 lessons free →