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The Art of Uncovering Urgency Without Sounding Pushy
- Sarah Sink
- Nov 25
- 4 min read
If you work in business development, you already know how important timing is. A great conversation can lose momentum quickly if you never learn what is truly driving it.
At some point, every BD professional has wondered: how do I ask about timing without sounding like I am rushing the client?
That is where the real art of business development begins. Urgency is one of the most revealing signals in any conversation, but only if you know how to uncover it the right way. Ask too aggressively, and it feels like pressure. Avoid the question altogether, and you risk losing context that could define the entire partnership.
The best BD professionals find the middle ground. They know how to surface urgency in a way that feels natural, professional, and human.
Here is how they do it.
Urgency Is Not About Pressure. It Is About Context.
When someone starts exploring CDMO options, there is always a reason behind the timing. Maybe they just closed funding, hit a development milestone, or encountered an unexpected manufacturing gap.
Asking “Why now?” is not about pushing for a close. It is about understanding the forces behind the decision so you can align your approach.
A biotech preparing for IND submission in six months has a very different sense of urgency than one planning for commercial scale two years out. Both matter, but they require different types of engagement.
Why it works: When you connect your next steps to their internal timing and drivers, you prove that you are not just selling capacity. You are helping them solve a specific problem that exists right now.
Tone Is Everything
The secret to asking the right questions is not the wording itself, but the way you make the other person feel when you ask it.
The reason “Why now?” can make some BD professionals uncomfortable is that it sounds like a challenge. When asked the wrong way, it can feel transactional or skeptical.
The goal is not to demand justification. It is to invite reflection. You can soften the question and still gain the same insight:
“What prompted your team to start exploring options at this stage?”
“Was there something that triggered the need to engage a partner now?”
“How are your current timelines shaping what you are prioritizing this quarter?”
Each of these versions keeps the focus on them, not you. You are opening a window into their reality rather than pressuring them to commit.
Why it works: People are more open when they feel understood. A curious tone turns a potentially uncomfortable question into a collaborative one.
Listen for the Real Drivers
Strong BD professionals listen for what is being said, but they also pay attention to what is being implied. When you ask “Why now?”, you are listening for one of three types of urgency:
External urgency – things they cannot control, such as investor deadlines, regulatory submissions, or supply chain constraints.
Internal urgency – leadership goals, resource limitations, or internal priorities creating pressure.
Emotional urgency – fear of missing a window, frustration from a previous partner, or the desire to finally make progress.
Recognizing which type is driving the discussion allows you to tailor your response and tone. External urgency might require scheduling alignment, while emotional urgency might call for reassurance and stability.
Why it works: You are not just gathering data; you are positioning yourself as someone who can help them navigate their reality with clarity and confidence.
Timing Without Tension
Most BD professionals know timing matters, but few know how to discuss it without making clients tense. The smartest BD professionals handle these conversations with calm curiosity rather than urgency.
Instead of asking, “When do you plan to start?” try:
“What timeline feels most realistic for your team based on current progress?”
“What needs to happen internally before your team feels ready to move forward?”
This approach does two things. It invites honesty and earns respect. If their answer is, “We are still aligning internally,” you now know they need nurturing, not pressure.
Why it works: Removing tension from the timing conversation creates safety. And safety leads to openness, which eventually leads to trust.
The Bigger Picture
The “why now” question is not a sales trick. It is a test of awareness.
When you ask it with curiosity and confidence, you learn how the prospect thinks, how their company prioritizes, and how you can best fit into that equation.
The best BD professionals do not force urgency. They reveal it. They turn timing conversations into moments of understanding and collaboration, and that is what moves deals forward naturally.
If you want to strengthen how you approach discovery and learn how to guide conversations with timing, trust, and purpose, my course Ask Smarter, Close Sooner was built for business development professionals in CDMOs. It provides frameworks and communication strategies that help you connect faster and move opportunities forward with confidence.
For more insights and personalized support in navigating the biotech-CDMO landscape, visit my website: www.yourpharmagirl.com and follow Your Pharma Girl on LinkedIn. Whether you need strategic guidance, tailored BD solutions, or expert advice on building lasting partnerships, I am here to help you and your team succeed at every stage of development.
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