The difference between "interesting" and "urgent"

They came through the workshop, liked the methodology, and wanted to talk about working together. So the question came first: what problem are we solving here? They said they were busy, volume was good, things were going well. So there was nothing to work on together.Most of us wouldn't have let it end there. There's a version of that call where you start asking about their pipeline, where the next deal is coming from, what happens when the volume dries up in Q1. Sales training rewards that version. It also hands you a client who signed without feeling anything.Then delivery starts, and you find out what an unmotivated client costs.Urgency isn't something you install during a conversation. It builds in someone's life over months, out of circumstances you had no hand in creating. By the time they're talking to you it's either there or it isn't. What you can influence is who ends up on the call in the first place.For consultants who keep having good conversations with people who aren't ready to buy, and are starting to suspect the problem isn't their discovery process.