Unless you are selling something so new as to be viewed by your potential customer as a truly “Better Mousetrap,” the reality is that you are working with a customer who has probably looked at this issue before, and previously decided the that the timing was not right to address this problem. If the timing is now right for the customer, use the early calls with the Customer to learn the basics.
Determine the following:
-Why now? – The Urgency
-The problem existed for some time, why is the Customer addressing it now? What has changed?
-Who is it Important to? Who is it Urgent to?
If we can determine that it urgent AND Important to the Right Person or People, that will help you ensure that you have a Real Opportunity!