Moving a deal from “maybe” to “yes” often hinges on how well you use timing to your advantage. In this unit, you’ll discover how to create urgency that feels natural, align with your buyer’s business priorities, and keep momentum high—all without resorting to high-pressure tactics.

The most effective urgency is rooted in what matters to your buyer, not in arbitrary deadlines. Instead of saying, "We need to close by Friday for this offer to stand," try connecting your timing to their business needs: "To ensure your team is fully trained before your Q3 launch, we’d need to finalize by the end of this month." This approach demonstrates that you understand their priorities and are committed to their success, which builds trust and makes your ask feel relevant rather than forced.

Shared deadlines are powerful tools for accelerating deals and building trust. When you anchor your timeline to a deadline that matters to both parties, it creates a sense of shared purpose and keeps everyone focused on moving forward. This approach not only helps maintain momentum but also demonstrates that you’re attentive to the buyer’s business realities, which builds credibility and trust.

The table below shows some common shared deadlines and ways to present them in conversation.

By referencing these shared deadlines, you show that you’re invested in the buyer’s success and are working alongside them to achieve their goals. This collaborative approach accelerates the deal while reinforcing your role as a trusted partner, not just a salesperson.

Rather than pushing for a big leap, propose manageable next steps that keep the deal moving forward. For example, you might say, "If we can align on terms by Friday, I’ll have our onboarding team reserve your preferred start date." These incremental commitments reduce friction and make progress feel achievable, while also signaling your commitment to their timeline.

Let’s see how these principles play out in a realistic negotiation scenario:

• Natalie: We’re interested, but we’re still finalizing our Q3 priorities. I’m not sure we can commit this week.
• Jake: I understand, Natalie. Since your Q3 launch is coming up, getting started now would ensure your team is fully trained in time. If we can finalize by Friday, I can reserve our onboarding team’s earliest slot for you.
• Natalie: That would definitely help us hit our timeline. Let me check with my team and get back to you by tomorrow.
• Jake: Perfect. I’ll hold that slot for you until then, and if you have any questions in the meantime, just let me know.

In this exchange, Jake ties the timing of the deal directly to Natalie’s business priority (the Q3 launch), offers a concrete next step, and creates urgency that feels supportive rather than pushy. Notice how the conversation stays focused on the buyer’s needs and uses timing as a tool to build momentum.

By leveraging timing in a way that’s aligned with the buyer’s goals, you not only accelerate closure but also strengthen the partnership. In the upcoming role-play session, you’ll have the chance to practice these techniques and see how they can help you close deals with greater speed and confidence.