You see, a car that can get fifty miles to a gallon, can get fifty miles to a gallon for any purchaser. But only the one who feels a need for a car that can deliver fifty miles to a gallon will appreciate that feature. Perhaps we should always insist that a benefit is not only a value for a customer, but a felt value. All the pressure from the outside will ultimately prove non productive unless we set pressure aside and try instead to promote urgency. The intent of that saying is not to give up on leading the horse to the trough but to make sure the horse is thirsty before we do so.
Urgency does just that.
It first finds out how thirsty our customers are for our features. That it does through probing. Then and only then it works on supporting a customer's specific needs. Ironically we salespeople might learn something from the clerks at 31 Flavors. I've never heard any of them tell a customer to try a given flavor.