You need to assess willingness to pay, people will more likely pay for something they need than something they want. You obviously won't market a tech product o

You need to assess willingness to pay, people will more likely pay for something they need than something they want. You obviously won't market a tech product or SaaS like a vitamin or painkiller, but its much harder trying to convince someone (let alone a company) to buy something they want vs something they need, whether sales led discussion or online conversion