What are some effective ways to create urgency and value for prospects who are not ready to buy?

Sounds like you're not talking to the BDM, or your qualifying questions didn't hit on their trigger points. What, how, and why questions would help uncover; what happened to get them to this point, how does this impact the organization, and why is this a priority or not for the organization at this time?

I am trying to understand how the salesperson got to the Close and just now hearing, 'It's not a priority". Yes, ABC, but the customer has an interest demonstrated with a commitment to continuing with a Demo/Presentation. This should have been vetted well before a demo/presentation was given. However, if you are here and this is the objection, you might have been speaking with a true non decision maker or someone that has no authority to bring change to a department or organization.

1. Value Proposition 2. Urgency Drivers - relevance & clarity 3. Urgency Inhibitors - anxiety and distraction 4. Start Early - You have to plant the seeds of urgency earlier than you think. In other words, this is the first thing you need to do. In the first meeting, you need to deliver a relevant and clear value proposition that speaks to both their internal and external motivations. 5. Guide Your Prospects 6. Understand the Decision Making Process 7. Climbing the ladder - You have to start at a higher level. 8. Listen More, Sell Less - Establishing trust and rapport with a new prospect or client takes time. 9. Communicate Value

Be very careful with this approach. This borders on a hard sell tactic and can be received negatively if not done properly. Its like selling insurance. The prospect probably already knows this. Bring it up as a story about some other organization that got into trouble rather than attacking this head on. A comment during a call about a news event they may not be aware of is a prime means of introducing this topic.

As a corollary, demonstrate the benefits. Often times, without trying it, prospects have trouble visualizing your solution and it's value. If possible, a free sample, trial, or technical consultation of your product or service can be beneficial in further engaging customers and getting them to take action.

If they are saying that they are not ready to buy, then ipso facto the solution does not align to their goals and priorities...Likewise they are most unlikely to have an budget set aside, earmarked or even available for this...

Often times business cases are based on cost savings. But those savings have to be reflected into the primary business of the company. Decision makers have to recognize the highlighted benefits help not just in safety/efficiency/security but in their overall business objectives. Also multiple contacts inside the company may point out an internal political issue preventing real progress. Point out how the solution benefits them personally. Ambition is a powerful thing. If you can subtly (and I do mean subtly) point out the career benefits a bold decisive decision can have for the decision maker it can only help.