A Sense of Urgency

What do you say when a prospect insists they’re not interested in entertaining an efficiency upgrade until their existing equipment fails?  Unfortunately, this objection is ubiquitous, as too many execs don’t invest time or money addressing things that aren’t “urgent.”  In fact, most of them have so many “urgent” things already on their plate, they can’t be distracted with other initiatives.  So, how can you help them see otherwise?