STOP - If you can't answer this, you can't forecast the deal

The most overlooked reason deals get stuck isn’t pricing or competition, it’s a lack of urgency. 

Without understanding your customer’s "compelling event", you’re missing the key to accurately predicting if and when they’ll buy

A "compelling event" is that specific occurrence or situation that makes your customer realise they MUST take action. 

It’s not just a want or a nice-to-have, it’s the catalyst that drives urgency often linked to a deadline, a shift in the market or an internal priority that simply cannot be ignored. 

In short, it’s the moment where doing nothing becomes the most costly option.

If you don’t understand the compelling event, your sales process will miss the mark. 

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