How many people reading this floss their teeth on a regular basis? Most people don’t. They know a generic “they” “should”, but they really don’t understand the benefit of flossing, so they skip it. I floss every single day. You know why? A million years ago, when I was about 24 my dentist said to me, “Debbie, you need to take care of your gums. We can always replace a tooth, but if your gums go, there’s nothing protecting your teeth, no way to anchor a bridge, you’re sunk.” I like my teeth, I need my teeth, and if one or two has to go, I want to know they can put in a reasonable facsimile, so I floss.
Sometimes in a persuasive presentation, we must provide the audience with the "why". Your product or service absolutely solves a problem for them, but it's a problem they don't know they have. If you explain to them first what their problem is, or could be, you've got them eating out of your hand when you get to proposing your solution. Not only that, they're grateful to you for seeing the oncoming train which would have nailed them if not for your alerting them. Now they not only see the value in your product or service, they see the value in their relationship with YOU.
Think about that the next time you're preparing a pitch. Oh, and floss everyday too, will ya?