Secondly (and this comes as a surprise to many sales-people), you must take an aggressive presentation stance that does not necessarily focus on the prospect’s own perceived “needs.” For decades, we were told to focus exclusively on these self-defined “needs” of the prospect, but a more accurate way to state the matter now would be to say that you are responsible for helping to define the requirements. With staffs stretched to the breaking point and managers juggling fifteen different balls at once, your prospect may not even know about an impending problem or lost opportunity!