"They Said They Need It Yesterday..."

That’s good, right?

Nope. 

They didn’t take action yesterday, or the day before, or the day before that, or before that… Every day that passes includes another “yesterday”.

So, what "They said they need it yesterday" really means is that nothing is going to happen. They do nothing. It’s another No Decision outcome!

Your prospect has been able to live without making the change for days, weeks, months, or even years! There’s no Critical Date, no date with an accompanying driving force or sense of urgency that requires your prospect to make the purchase and implement.

To learn how to uncover (and propose) compelling Critical Dates that drive action, grab a copy of Doing Discovery. You’ll find a rich discussion of Critical Dates beginning on page 126 of the paperback edition of the book.

(Many thanks to Alex Smith of Cuvama who pointed this out!)