Hosting Webinars for Lead Generation

Urgency is not something sellers force. It is something they uncover. That shift matters. Because when technical sellers hear “create urgency,” many of them think it means pushing harder. They imagine pressure. Closing tricks.  Artificial timelines.  Scarcity language.  Sales tactics that do not feel like them. So they avoid it. They explain the solution. They answer the questions.  They stay helpful.  They send the follow-up.  They wait for the buyer to decide. But urgency does not come from the seller waiting. It comes from the buyer seeing the problem more clearly. What is happening now? What is it costing? Who is affected? What gets worse if nothing changes? What decision needs to happen next? That is why urgency starts with diagnosis. Not pressure. The seller has to help the buyer connect the current pain to the future consequence. That is what creates movement. Not because the seller pushed. Because the buyer understood the cost of staying the same. Technical sellers do not need to become aggressive. They need to become clearer. Clearer about the problem. Clearer about the impact. Clearer about the risk. Clearer about the decision. That is how urgency becomes useful instead of pushy. What question helps your buyers see the cost of inaction more clearly? 

Top reps ask 4x more implication questions than average ones. Here’s why SPIN Selling still works. Most reps jump straight into pitch mode. They ask a few surface questions, then start talking features. That’s not selling. That’s presenting. SPIN flips the script. It gets the buyer to sell themselves. Start with Situation questions. Learn their current state, but keep it short. Experienced reps ask fewer of these than you’d expect. Move to Problem questions. Uncover what’s not working. Where they’re stuck. What’s costing them time or money. This is where small deals get won. But for complex sales, you need more. That’s where Implication questions come in. Show the consequences of inaction. What does this problem cost them? How does it affect other areas? What’s the revenue impact? Top performers ask these 4x more than average reps. They build urgency without being pushy. Finally, Need-Payoff questions. Let the buyer articulate the value. How would solving this help? What would the impact be? Why is this important? When they say it, they believe it. Here’s the key insight: Buyers don’t just want you to solve their problems. They want to understand why solving them matters. SPIN gives you the framework to guide that conversation. Not through charm. Not through pitch decks. But through the right questions in the right order. Save this framework. Use it on your next discovery call. Watch how fast urgency builds.

The biggest lie in tech sales is that more activity = more success. I’ve coached over 1,000 tech sellers. The reps struggling the most usually say the same thing: “I’m working my hardest but not getting the results” But when we actually look at their calendar… Most of their time is spent on things that don’t move deals forward. Internal calls E-mails Slack messages CRM cleanup Busy work High volume, low quality prospecting And when they are meeting with customers, it’s usually transactional deals with mid or lower level managers, not Senior Execs. It feels like hard work. But it’s not generating any revenue. Some of these sellers will scrape and claw all year to barely hit quota, but most will finish under. It’s a nonstop grind to get average results. Top performers think and work differently. Instead of thinking: “If I work hard all day I will get results” They ask: “What should I be working on that will lead to results?” Here’s what the top 1% focus on: 1. Executive conversations A single meeting with a VP or C-level leader can accelerate a deal faster than months of working with middle management. 2. Real discovery Not product demos. Understanding the business problem deeply enough to tie your solution to revenue growth, cost takeout, or risk mitigation. 3. Creating urgency by providing clients with a compelling reason to change Great sellers don’t wait for customer urgency. They help executives see the cost of doing nothing and calculate the monthly cost of delay to create natural urgency. Every month you delay costs you $500k is how this sounds. 4. High quality prospecting Developing a strong POV hyper-personalized at the account level, and sharing it with Senior Executives who stand to gain or lose the most from the outcomes in the POV 5. Protecting focus Top reps ruthlessly eliminate distractions. They structure their calendar around revenue generating activities, and say no to busywork. Because in enterprise sales: 1 great conversations > 10 random tasks. When I was early in my career, I thought success meant grinding harder. Later I realized the truth: Sales isn’t about working more hours. It’s about working on the few things that actually matter every single day. Less is more. High quality over high quantity. What’s the one activity you do that drives the majority of your revenue? Curious to hear from other top sellers.

Why Salespeople Struggle to Create URGENCY: Urgency gets buyers to act now. But most salespeople create urgency that feels like a gimmick.   “We will no longer be offering this type of package." “Prices go up next week.” “Buy now, and I’ll throw in a discount.”   That’s not urgency. That’s an enticement wrapped in a ticking clock.   It’s price-driven. Not purpose-driven.   Real urgency doesn’t sell pressure. It sells impact.   Urgency isn’t about what they’ll save. It’s about what they’ll miss.   Challenge them to self-reflect. To feel the cost of inaction. To ignite urgency and create ownership of the consequences and impact, ask: 1. What are your biggest challenges in X-area that you'd regret not solving six months from now? 2. Who is impacted by this, and how? 3. What happens if nothing changes? 4. If you could achieve these results now, how would it impact you, your coworkers, company and customers? 5. What’s the long-term cost of waiting?   These aren’t scripts. They’re implication based questions.   They turn your buyer from passive to proactive. From “maybe later” to, “I need this now.” Don’t tell them to act now. Help them see why they need to.   That’s not pressure. That’s salesmanship.   It’s not manipulation. It’s motivation.   Let them sell themselves on why now matters.   Urgency isn’t yours to push. It’s theirs to discover.   When customers articulate their urgency, rather than being told, you’ll never need to, “drop your price” again. #sales #selling

9 out of 10 deals I’ve closed had one thing in common: urgency. (Not pressure. Not gimmicks. Real urgency that moved the deal.) Early in my AE career, I’d ask: “Do you want to move forward next week?” Most would say: “Let us think about it.” And the deal would stall. Now? I build urgency from the first conversation. Here’s exactly how I do it—step by step: 1. Uncover the “why now”—not just the “why” → Ask: • “What happens if this isn’t solved in the next 30–60 days?” • “What’s the risk of doing nothing?” Why it works: No pain = no movement. You’re not selling a tool—you’re solving a clocked-in problem. 2. Tie impact to real numbers → “You’re spending 10+ hours/week on this—what does that cost your team each month?” → “What’s the financial impact of this delay?” Why it works: Numbers create gravity. Pain becomes measurable. 3. Anchor urgency to company goals → “You mentioned a Q3 rollout goal—how does this align?” → “If we don’t start this month, do we miss your internal deadline?” Why it works: Now you’re tied to their priorities—not your quota. 4. Use deadlines to guide, not force → “To hit your timeline, we’d need to sign by [date]—does that work on your side?” → “If we miss that window, what’s the fallback plan?” Why it works: Creates shared accountability without pressure tactics. 5. Keep urgency alive in follow-up → “Just saw your team hired 3 new ops people—still a good time to move forward?” → “Wanted to make sure this doesn’t slip off your radar—what’s your updated timeline?” Why it works: Re-centers urgency without feeling pushy. The result? — More deals with momentum — Fewer stalls — Stronger alignment at every step My take: Deals don’t die because of budget or timing. They die because no one made waiting feel risky. Want to move deals faster? Build urgency that belongs to the buyer—not just to you. #sdr #ae #coldcalling SDRs of Germany

Client ran 12 webinars last year. Average attendance: 31%. Watch time: 11 minutes. Pipeline generated: Zero. They'd blast the database, get 200 registrants, 60 show up, 50 drop after the intro. Meanwhile sales is asking why webinars are such a waste of time. Because you're not running webinars. You're running hour-long product demos nobody asked for. Here's the system that actually gets people to show up and buy: 𝗦𝘁𝗲𝗽 1: 𝗦𝘁𝗼𝗽 𝘁𝗿𝗲𝗮𝘁𝗶𝗻𝗴 𝘄𝗲𝗯𝗶𝗻𝗮𝗿𝘀 𝗹𝗶𝗸𝗲 𝗺𝗮𝘀𝘀 𝗯𝗿𝗼𝗮𝗱𝗰𝗮𝘀𝘁𝘀 Most companies: Blast everyone, hope someone shows up. We flipped it. Pick 20 target accounts. Build the entire webinar for them. One client went from: - Old: 200 registrants, 31% show (62 people), zero pipeline - New: 40 invites, 85% show (34 people), 3 opportunities Fewer people. Actual pipeline. 𝗦𝘁𝗲𝗽 2: 𝗧𝗵𝗲 𝘀𝗲𝗾𝘂𝗲𝗻𝗰𝗲 𝘁𝗵𝗮𝘁 𝗴𝗲𝘁𝘀 72% 𝘀𝗵𝗼𝘄 𝗿𝗮𝘁𝗲𝘀 3 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁: Call your top 20 accounts. Actually call. "We're covering [problem you mentioned]. Want a spot?" 2 𝘄𝗲𝗲𝗸𝘀 𝗼𝘂𝘁: Get a customer to co-present. Their network shows up. 1 𝘄𝗲𝗲𝗸 𝗼𝘂𝘁: Send the actual deck. People show up when there's no mystery. 𝗗𝗮𝘆 𝗯𝗲𝗳𝗼𝗿𝗲: Text your top 10 registrants. Yes, text. 90% show rate for those who respond. 𝗗𝗮𝘆 𝗼𝗳: Calendar hold 1 hour before. Start exactly on time. 𝗦𝘁𝗲𝗽 3: 𝗧𝗵𝗲 30-𝗺𝗶𝗻𝘂𝘁𝗲 𝗳𝗼𝗿𝗺𝗮𝘁 𝘁𝗵𝗮𝘁 𝘄𝗼𝗿𝗸𝘀 - 2 min: What you'll learn - 10 min: Customer shows actual results - 10 min: How they did it - 5 min: Live Q&A - 3 min: Next steps No company overview. No product tour. Just value. Watch time went from 11 to 27 minutes. 𝗙𝗼𝗹𝗹𝗼𝘄-𝘂𝗽 𝘄𝗶𝘁𝗵𝗶𝗻 2 𝗵𝗼𝘂𝗿𝘀: Everyone gets: - Recording + customer's templates - Implementation guide Target accounts get: - Personal video - 15-min working session offer (not a demo) Others: - 3 emails on implementing what they learned Result: Client went from 12 useless webinars to 6 that drove $1.8M. Half the webinars. Triple the results. The problem isn't webinars. It's that you're running them for everyone instead of someone. This week I'm fixing fundamentals: Monday: ICP Yesterday: Events Today: Webinars Tomorrow: ABM Pick 20 accounts. Build your next webinar just for them. Watch what happens when you stop trying to please everyone.

Sales Isn't Just About Benefits. It's About the Buyer Brain. Let’s talk about why most pitches fall flat—and what to do instead. 💣 It's not your offer, 💣 not your price, 💣 not even your timing. The real issue? ➡️ Framing. 🧠 Here’s why: the buyer brain is wired to avoid loss faster than it chases gain. This principle—loss aversion—isn’t just psychology, it’s sales gold. Most sellers lead with upside: ✔️ "You’ll save time." ✔️ "You’ll increase revenue." ✔️ "You’ll scale faster." Sounds nice. But it rarely moves the needle. ❌ Benefits don’t create urgency. ✅ Perceived loss does. The amygdala—your buyer’s fear sensor—lights up when they sense something slipping away. That’s when decisions happen. So shift your frame: 📉 Lost time → “Every month you delay is another month stuck in the same chaos.” 📉Missed revenue → “That pause might cost you more than you think.” 📉 Falling behind → “Your competitors aren’t waiting. Why are you?” You don’t need sleazy pressure. You need a clear perspective. 👉 Frame what’s already being lost. 👉 Help buyers see what’s at stake. 👉 Create urgency with truth, not tricks. 🎥 In today’s video, I unpack how to build urgency (without discounts or desperation) using buyer psychology and real-world phrases that flip the switch from “maybe later” to “let’s do this.” 🎬 Watch the video for more – you don’t want to miss this. https://lnkd.in/dSAS-C6Q #salesstrategy #buyerpsychology #lossaversion #salescoaching #b2bsales #framing #decisionmaking #sellingtothebrain

What’s worse than nobody watching your SaaS video? People watch it, feel interested for a moment, and then moveon without taking the next step. We worked with a SaaS founder on a demo video we were genuinely proud of. It was clear, on-brand, and showed exactly how the product helped users. Everything felt aligned, and we were excited to see it launch. When they shared the video, it got views and nice comments. It felt like we did a good job. But as we looked closer, we saw people were watching but not taking the next step. They weren’t signing up or booking a call, they were just moving on. That’s when I realised that explaining your product isn’t enough. A video shouldn’t just make people say - Nice product. It should make them feel like they need your product right now. Because getting attention is easy, but getting action is what actually grows your SaaS. Most SaaS videos die in the silent zone. - They explain what the product does. - They inform the viewer. But, - They fail to excite the viewer to take the next step. You need to create FOMO in your SaaS videos. Show what they’re missing without your product. Highlight the time, money, or stress they could save. Let them see others getting results so they know they can too. How do you build this into your videos? 1. Urgency - Show what the viewer is losing every day they wait. Time, money, peace of mind. 2. Social Proof - Add customer snippets, testimonial overlays, and user stat callouts. Let them see others already succeeding. 3. Clear CTA - Don’t end your video with “thanks for watching.” End with a clear CTA that tells them what to do and what they will gain. 4. Visual Energy - Add pacing, pattern breaks, and emotional music cues to build momentum. 5. Outcome Framing - Instead of showing buttons, show results. If your video only creates awareness, you’re leaving money on the table. If it creates FOMO, you’re building momentum. Because in SaaS, it’s not about how many people see your demo. It’s about how many people act after seeing it. If your demo video isn’t driving action, maybe it’s time for us to have a chat 💬

Manufactured urgency is the fastest way to kill a sale you were about to close. Prospects can hear it before you finish the sentence. You know the version. "Well, this offer expires tonight." "I've only got two spots left this month." "The price goes up on Monday." Nine times out of ten none of it's true. It's just a rep who knows the prospect is on the fence and is trying to shove them off it. And prospects have been sold to enough times to smell it a mile away. The second they hear that fake pressure, everything you built in discovery goes out the window. You're not a trusted advisor anymore, you're a guy trying to hit quota. The urgency that actually works is completely different. It doesn't come from bonuses or expiring discounts. It comes from making the prospect feel the real cost of another month or another quarter going by without solving the problem. "You said this has been eating at you for two years. What does another six months of that actually look like for you?" That's actually real. Now they're not deciding whether to catch a fake deadline. They're deciding whether they're okay with more of the exact life they just told you they hated. Nobody has to fake urgency when the problem is genuinely urgent. The reps who default to manufactured pressure are the ones who never learned how to make the actual pain visible in the room.

Trying to create urgency at the end of the sales cycle is like trying to build a parachute after you've jumped. By the time you’re reaching for discounts, EOM pressure, or vague “let’s get this wrapped up” language, it’s already too late. The prospect has mentally exited the buying process. You're reacting...not selling. Urgency isn't something you invent at EOM/EOQ. It's something you engineer in discovery. Here’s how I'd recommend you do it: 1. Anchor to real business milestones Start with their goals - not your timeline. “When do you need this live to hit your Q3 retention targets?” Reverse engineer the path from that milestone. It’s not just about setting dates...it’s about aligning their priorities to your process. 2. Create resourcing pressure without being gimmicky “Our onboarding team is booking ~3 weeks out. If you want to be up and running by July, we’d need signed paperwork this week to hold a spot.” It’s honest. It’s operational. And it’s grounded in value delivery, not just contract signatures. 3. Use mutual action plans as a pressure valve Don’t just align on “next steps. Instead, build a shared, visual timeline. Include: - Decision dates - Internal reviews (legal, security, finance) - Stakeholder involvement - Go-live targets This becomes your accountability contract. Every missed milestone is a legitimate reason to ask: “Has something changed?” That’s not a forecast question, btw. That’s a discovery question. When urgency is built with the buyer, you don’t need tricks. You don’t need FUD. And you don’t need to pray the deal closes. You just follow the plan...the one THEY helped build.