The flip side of the coin is finding out more about the value of the product to them. An ideal place to start is in the cost to them of not having the product or service. In situations where there is a money cost, you want numbers. Let’s say you’re selling inventory management software. “How much would you say you are losing because of the problems your legacy system is causing with inventory management. I know there are issues with unnecessary outlays for warehousing, and inability to meet deadlines competitively.” If they don’t know, maybe you can get them to guess. You might even be in an industry where you can create an alliance around that, because your work together in getting a number will help your prospect sell this to upper management. Then you’ll really have you foot in the door.

Another phrasing: “What is it costing you, ultimately, to keep having these problems?” “Ultimately” helps them think of the full costs over the long haul, and “keep having” ratchets up the pain factor. Excellent!