The Impending Event Close: Turning Urgency into Action.
How to Keep Prospects Focused and Close the Deal with Precision.
Introduction
The Impending Event Close is a technique that leverages urgency to drive prospects toward making a decision. It helps salespeople keep the conversation on track, ensuring that distractions or unrelated topics don’t derail the sale. If you want to master closing techniques that create decisive action, this is for you.
If you’ve ever had a prospect hesitate, stall, or try to shift the conversation away from the close, this strategy will help. Whether you’re in retail, high-ticket sales, or any industry where closing matters, learning how to use impending events to create urgency is a game-changer.
By the end of this, you’ll understand how to keep prospects focused on their problem, align your solution to their needs, and use external events as leverage to close the deal. This is a proven strategy used by top sales professionals, and you can apply it immediately.
The Power of Focus and Urgency
Message: Don’t let your prospects lead you astray by changing the subject and leading you away from the issue at hand. Keep in mind that it might be nice to talk about other things, but you don’t help anybody unless you can leave that prospect with a solution to the problem they have. Your goods or services should offer that solution.
When you’re in a sales conversation, your role is to be the guide. Prospects will sometimes avoid deciding because they fear change or commitment. By introducing an impending event—such as a limited-time offer, an upcoming price increase, or a deadline—you help them see why they need to take action now instead of later.
Point: When you’re in a sales interview, you have only one target: to serve your customers by selling your goods and services. Urgency without pressure is the key. You’re not forcing them to buy—you’re helping them make a timely decision that benefits them.
Real-Life Example
A car salesperson notices a hesitant buyer who loves the vehicle but is afraid to commit. Instead of letting the customer stall, the salesperson mentions that the dealership's incentive program ends in two days, meaning the customer could save $3,000 if they act now. This creates urgency without manipulation, leading the buyer to make a confident decision.
Actionable Steps
Identify an Impending Event – Find a real, time-sensitive reason why the prospect should act now (price increases, limited stock, upcoming deadlines).
Keep the Conversation Focused – If the prospect shifts topics, steer them back to the problem they need to solve.
Tie Urgency to Value – Don’t just say, “This deal is ending soon.” Explain how acting now benefits them personally.
Use Questions to Reinforce the Need to Act – Ask, “What would change for you if you had this solution today instead of waiting?”
Stay Ethical – Never create fake urgency. Your job is to guide, not pressure.
Conclusion
To master the Impending Event Close, remember:
Focus on the problem – Keep your prospect engaged in solving their issue.
Use real urgency – Impending events should be truthful and valuable.
Guide, don’t pressure – Help your prospect make a decision that serves them.
Control the conversation – Don’t let distractions derail your close.