I hit my team again with it, and we had a wonderful teachable moment in the airport today, as we are headed to a conference. The answered morphed, as we specialized them to the exact audience and conference we are about to attend. Thank you!

As to the “why buy now,” this provides an opportunity for “what would it take” dialogue with the customer, and also gives both sales and marketing an opportunity to become more familiar with the customer’s sales cycle. Often a customer may want to “buy now,” but can’t because of budget or other considerations as to the timing of the buy. Ignore understanding of each customer’s sales cycle at your own peril. I worked for a company that mistakenly bet the farm on a particular sector without understanding either its sales cycle or other common objections that prevented a ‘buy now” close, which the company could easily have addressed had it been paying more attention.