Unless you are selling something is a Game changer, there are very few things that happen by Coincidence. Demand for nearly every Product or Service is based on some Key Event, Person, or Incident that happens. the Rare exception is if there is Government Regulation that comes into play.
So understanding the “Story Within The Story” is what gets great Sellers to the “Real” issue behind a Particular need.
There are a lot of ways to go about this Q&A. One approach has to do with getting to the Heart of the Matter. You have to put your own words into each situation, but the approach that tends to accomplish the most and gets to the heart of the Matter:
Question to find the Intersection of Importance and Urgency, framed with Why and Why Now, to which person or group.
By working through this combination of questions and focal points, Great Sellers understand Who a particular issues is Important to and Why it is Important Now.
Demand for a Product or a Service may or may not be time Sensitive:
Why not Last Year?
Why not Next Year?
So, in short, don’t take Demand at Face Value. Ask Questions to get to the Real Heart of the Matter- that will lead you to understand if it is worth spending your time on.
By the Way, any Seller should want to understand issues prior to deciding that this Opportunity is Worth spending Time on!