My point is this retail mentality has no place in the professional world of products and services, but creating a sense of urgency does. It's just very, very different. The sense of urgency must be created only after a true need is discovered. "Discounting," like in the retail world, isn't applicable. I'll go so far as to say "discounting," because the need for and benefit of the product or service hasn't been identified, is akin to using gimmicky sales tactics. And that is just stupid. What isn't stupid however is building extra value into your "offering," because people always want, deserve and will pay for value. They know that most of the time the only way you can really add value is by working harder for them. And that's what great service and great products backed by great service is all about. Adding value is real, it's honest and it's good. But even if you are willing and able to "go the extra mile" and bundle extra value to your product or service, you still need to help most people feel a sense of urgency - make it a no-brainer, which takes skill, because nothing is really a no-brainer.

Whether you're trying to sell your boss, client or friend on the fact that something is a good fit for them, if there's no sense of urgency it can be tough. Really tough. But don't get caught in the awful trap of discounting. Stay focused on the legitimacy of the business proposition and pointing out that acting now rather than later results in tangible savings or process improvement. Work on the right end of the problem. Recognize that people have all sorts of reasons for delaying decisions. Your job is to help create a sense of urgency with reasonable effort or move on. Do not do anything to cheapen your idea, product or service.