Some great answers already here, but I'd just add this: They don't know they want the product- np. Are they aware of the problem that it solves? Can you make

Some great answers already here, but I'd just add this: They don't know they want the product- np. Are they aware of the problem that it solves? Can you make them acutely aware of the problem? (In terms of lost time, cost, etc.) And then, can you show that your solution is "morphine" for the problem? (rather than a vitamin for general well-being). And finally can you show them that (due to ease-of-use etc.) they can be relatively sure that it won't add its own set of problems? If you can honestly do each of those steps, you're golden- get a killer sales-person and do it. If you can't honestly say yes, you have product issues to work out regardless of your instinct about it's efficacy.