What really is crucial is uncovering WHY the prospect is looking in the first place; and genuinely how important that reason is to them, so they will actually 'make a positive decision' and take action.
Here is a simplistic example.....every week, people look through the car ads. They have a perfectly good car, maybe a few years old in the garage...it works most of the time. Some people even go and 'test drive cars'...I know my husband does, not really 'in the market -- we have perfectly good cars in our garage. However, if we started to have mechanical problems, and one day we 'missed' a very important meeting because of automobile mechanical problems, and were afraid that would continue...our 'looking for a car would intensify'. If one day the mechanic, said "the car is beyond repair" and we were down to 'sharing one car'...we would be out 'buying a car that day'.
The value your product has is in 'direct proportion to the real need they have'.
