16d • General discussion
The ‘Why Now?’ Test
A buyer may understand your offer and still delay.
Your message should help them understand why the problem deserves attention now.
Consider:
• A deadline
• Rising costs
• Compliance risk
• Seasonal demand
• Staffing shortage
• Customer complaints
• Budget availability
• Operational delay
Do not manufacture false urgency. Identify the real consequence of waiting.
A responsible “why now” helps the buyer prioritize a problem they may already recognize.
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The ‘Why Now?’ Test
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