How to Use the Client’s Calendar to Identify Urgency

Question: How do I create more urgency so my client will move forward?

I think urgency is not something that is created, but it is identified.

Creating urgency can be manipulative.

Identifying urgency is an act of service.

I don’t want to impose my own sense of urgency on the client. I simply want to help them meet their goals.

I also want to understand their true sense of urgency, and provide value by helping them clarify their priorities and tradeoffs.

The single best way I’ve discovered to identify the client’s urgency is to bring their calendar into the conversation.

I ask them to show me their calendar for the next 3 months to a year. (The exact time depends on the nature of the problem).

We then look at the calendar week by week and look at what is really going on in their world.

If they want something to change, then something on their calendar needs to change. What is it?

If they want to achieve a particular objective by a certain date, how exactly is that going to get done?

Helping the client see this reality in their world will bring their own sense of urgency to the forefront.

At this point, the are very eager to have your help. They can either do it themselves, or engage you to assist them.

Often a simple calendar question can turn a vague sales conversation into a focused opportunity.

For example, one of my current long-term clients got started because of a simple question I asked about his calendar:

When is your next board meeting?

Three weeks.

What’s your agenda?

I don’t know.

How important is this board meeting?

Critical.

Would you like some help to figure out your agenda?

Yes.

Ok, here’s what I need for us to get started.

Sure, no problem. I’ll have it to you in 24 hours.

SOLD.