3 builders who never spoke to each other

Watch for the event that makes buying urgent

A prospect who likes the product, likes the price and still stalls is missing urgency, not value. Track the things that reshuffle priorities overnight, such as a lawsuit, a breach, a funding round, a rival's launch or a job posting that reveals where money has been allocated.

The method

1. 01

   When a prospect passes every test, likes the price, dislikes their current tool and still delays, the missing ingredient is urgency rather than value.

2. 02

   Hunt for buyers whose strategy makes your product a revenue blocker: a compliance requirement, a push into a new market, an acquisition, an imminent IPO, a legacy migration or customers publicly demanding the capability.

3. 03

   List the emergencies that could force a purchase in your category, then watch for them: lawsuits, a security breach, executive departures, a bad analyst report, a public relations disaster, a loud competitor launch, falling market share, supply problems.

4. 04

   Time outreach to money events: budgets that close on a known date, money that must be spent before it lapses, a funding round that creates both new expectations and new budget, a new team with a mandate.

5. 05

   Use your prospect's competitive situation as the trigger: a new entrant, a rival taking share, a rival's big feature announcement, trade press pointing out what they lack, viral criticism from a well-known customer.

What it returned

• Cohen frames it as being priority seven or ten on a buyer's list when only the top one to three get worked on, which is why the answer is to call back in nine months.

• Website accessibility is priority eight for most firms, but a company deciding to sell into government, or being sued, or integrating with a platform like Walmart or Amazon that mandates it, moves it into their top three overnight.

• Examples: an SEO agency scrapes companies advertising SEO roles; an exec coach scrapes companies that just raised; a jet insurer scrapes new FAA aircraft registrations

Sources

• Episode 88: How Delia Monk earned $100,000 in *Her First Year Freelancing* (!!) From Cold Agency Outreach - Double Your FreelancingZach Swinehart · doubleyourfreelancing.com · AI-Generated Summary: · 2023-10-23
• Product Purgatory: When they love it but still don’t buyJason Cohen · longform.asmartbear.com · Motivation & Urgency: Why is today the day? · 2025-05-04
• One thousand replies to cold emailsHarry Dry · Marketing Examples · One thousand replies to cold emails · undated