Deadlines are meant to provide structure to a project or event. Understanding that you don't have to wait until the deadline is a sign of one's ability to manage both time and customer's / client's expectations. Creating urgency before the deadline helps the stress level of everyone involved and it improves accuracy. My observation is that 25% of mistakes made in the advertising industry are with accounts handled just before the deadline. Improving your planning and preventing client procrastination (and yours) is a professional sales reps responsibility and a sign of maturity.