Picked up this tweet last week and finally read it – boy did it hit home.  Have a read…

Wanting To Buy Is Insufficient, Does Your Customer NEED To Buy? http://t.co/HEP4jIrMQD RT @davidabrock

How much time have you spent with people who honestly had the budget, authority and timetable to buy, but in the end did not actually NEED to buy your solution?  It’s very hard for them to prioritize and take action unless the want is really a NEED.

As David Brock says in his post – “No business case, No Deal.”