Pressure can be an amazing thing. When used correctly, pressure can create diamonds out of coal. Used incorrectly, and pressure crushes whatever you’re trying to build. Unfortunately, it’s incredibly difficult to gauge exactly how much pressure will help when you’re trying to close sales. More often than not, you’ll get the balance wrong and drive away prospects and clients. That’s why successful salespeople don’t use additional pressure to close sales. Instead, they take the time to learn about the pressures their prospects are already facing, so they can offer meaningful solutions. More pressure won’t help you close sales. What will help you close sales is offering ways to alleviate the pressure that your prospects are already under.

Understanding their Problems

Prospects come to you for a wide variety of reasons. It’s your job to learn about, and understand, as many of those reasons as possible. By learning about their problems, you’ll learn about the pressure your prospects are under. They may come to you with a very specific problem, or they may just have a vague sense of “needing help.” They may be getting pressure from a single direction, such as an employer or spouse, or they may be getting it from all directions. Direct questions will help you, and them, to create a pressure profile. Once you do that, you can start creating a solutions profile to help them escape the pressure. Solutions that eliminate pressure are more likely to close sales.

Sense of Urgency

Usually when a prospect comes to you, it’s because they’re looking for an immediate solution to a problem. However, that’s not always the case. Again, direct questioning will help you understand the timeframe they’re operating under. With a shorter timeframe, the pressure on your prospect will be greater. That means you’ll need to offer solutions that can be quickly deployed and immediately effective. With longer timeframes, you and the prospect will have more time to pursue ideal solutions. Don’t add to the pressure by using urgency to close sales. Whatever urgency they bring with them should only be used to decide which solution best fits their timeframe.

How can You Help?

Now that you understand their problems and timeframe, it’s time to show them how you can remove the pressure they’re feeling. Explain how, and how quickly, your products and services can solve their problems. If they’re problem is coming from a specific person, you should also point out how your solution will also satisfy that person’s needs. If the pressure is coming from multiple directions, describe how your product will eliminate some of their problems so they’re free to deal with the others. All of your pitches should come back to reducing pressure on the prospect. Once they see a way to escape the pressure, it will much easier to close sales.

From High Pressure to No Pressure

Prospects are under enough pressure. Typically, they have a problem, they need a solution, and somebody is watching over their shoulder to see if they get it right. They don’t need a high-pressure salesperson on top of all their other problems. If you want to close sales, you need to offer ways to reduce the pressure they’re under. Adding to their pressure just makes you another problem. Showing them how to get out from under the pressure makes you a trusted ally. And they’re much more likely to close sales with an ally.