lesson from a Lamborghini salesman the guy who walks in with a ton of money is the worst buyer same in B2B software the most exciting first calls are the ones where the prospect says: “we need this. we’re ready to move now" (most never buy) the ones who do buy are quieter. they have an idea of what they needed. they’re feeling some pain. and budgets are tight. none of that comes out unless you ask: - what happens if you don’t fix this? - why now and not 6 months ago? - what else have you tried? chase pain, not excitement