The Sales Tug-of-War: Push or Pause?
If you’ve been in sales for more than five minutes, you know the classic dilemma:
- Push too hard, and you risk coming off as aggressive or desperate.
- Wait too long, and the opportunity might slip away (or die in “maybe” land forever).
At TTI, we see this play out daily. Clients weighing up a critical hire, candidates hesitating on an offer, or businesses dragging their feet on a new project. The stakes are high, and timing is everything.
Why Creating Urgency Matters
Let’s face it: inaction is the silent killer of deals. Sometimes, clients need a reason to move now not later. Here’s why urgency is your friend:
- Focuses Attention: When there’s a clear reason to act, decision-makers prioritise your solution.
- Prevents Stagnation: Deals that drag on often end up going nowhere.
- Demonstrates Value: If you’re excited and confident about your solution, it’s contagious.
How to Create Genuine Urgency (Without Being Pushy):
- Highlight the cost of waiting: “Here’s what’s at stake if this role remains unfilled another month…”
- Share relevant market trends: “We’re seeing a spike in demand for cloud engineers right now, waiting could mean missing out on top talent.”
- Use real deadlines: “This candidate has other offers on the table and won’t be available for long.”
TTI Story:
Recently, we worked with a Melbourne-based client who needed a Senior Cloud Engineer but kept delaying interviews. We shared data on how quickly similar candidates were being snapped up and gently reminded them what a vacancy was costing their team each week. That nudge helped them move fast (OK a little faster) and they landed their top pick before a competitor swooped in.
The Power of Patience
But here’s the flip side: not every client is ready to move, and not every candidate is ready to say yes. In consulting sales, patience isn’t just a virtue, it’s a strategy.
- Builds Trust: When you give clients space, you show respect for their process.
- Strengthens Relationships: Clients remember the recruiter who listened, not just the one who pushed.
- Leads to Better Decisions: Rushed choices can lead to regrets (and backfilling roles sooner than you’d like).
Practicing Patience (Without Losing Momentum):
- Ask open-ended questions and really listen.
- Provide value in every interaction. Share market insights, tips, or relevant articles.
- Keep in touch with gentle, regular follow-ups, not constant “just checking in” emails.
TTI Story:
A while back, a client was hesitant to proceed with a Data Scientist hire. Instead of pushing, we stayed in touch, sending them occasional updates on market trends and candidate availability. When their business needs finally aligned, we were top of mind, and filled the role within a week.
So… What’s the Winning Formula?
The truth? It’s not about choosing urgency or patience. The best salespeople blend both, knowing when to press the accelerator and when to ease off.
Here’s the TTI approach:
- Lead with empathy: Understand what’s really driving (or blocking) your client’s decision.
- Educate, don’t pressure: Share insights, not ultimatums.
- Be ready to act: When the window opens, move quickly and confidently.
- Play the long game: Relationships outlast any single transaction.
Practical Tips for Striking the Balance
- Read the Room: Pay attention to cues,are they stalling because of uncertainty, or do they truly need more time?
- Set Clear Next Steps: After every conversation, agree on what happens next (even if it’s just a check-in call in two weeks).
- Celebrate Small Wins: A “maybe” today could be a “yes” tomorrow if you nurture the relationship.
- Stay Human: People buy from people, not processes. A little empathy goes a long way.
Final Thoughts
At TTI, we believe sales isn’t about tricking someone into a quick “yes.” It’s about guiding clients to the right decision at the right time. Sometimes, that means creating urgency. Other times, it means being the patient, trusted advisor. The real win? Building relationships that lead to repeat business, referrals, and long-term success.
The Talent Initiative 
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