The sooner a problem is uncovered the better right? It allows you to do something about it sooner, yes?
Well no actually.
There is a reason we leave things to the last minute to address a known problem, it is just not big enough to be at the top of our priority lists, and it may never be.
Whether you physically write down your to-dos or keep mental track you are constantly evaluating what needs to happen now, and what can wait. We all are.
At the highest level from the time of the caveman; “will I get to eat or will I be eaten?” Everything else is secondary.
So no matter how good your offering is, it is your responsibility to guide your prospect to move it to the top of their priority list.
Failing to do so will put you in the “nice to have” category.
