Far too often sales leaders teach their reps to uncover their customers needs. Unfortunately, there is a big problem with this. Think about it in your own life. When you need something to you go out of your way to get it right then and there? Or do you put it off until later?
For example, if you have a leaky faucet do you fix as soon as you discover it or do you wait until it gets worse? For most people if the problem is not to painful, they wait until the pain becomes unbearable. Then and only then are they ready to do something about it.
But when you want something. You will do what it takes to get it as soon as possible.
The same principals apply to sales.