"They really need this. It will sell like hotcakes."
"Do they know they need it?"
"Should and do are two different things. There are unrecognized needs and recognized ones."
"Well, we'll just have to show how much they need it."
"That's good. That's appealing to their logic. But there is another item to consider since need can be dependent upon something far less tangible."
"Do they want it? Look, if you say I really need something in order to be a good supervisor - and let us grant that you are correct and the product works wonders and that I even recognize that it would help me to become a really good supervisor - your pitch will only connect with me if I want to do what it takes to be a really good supervisor. Perhaps I don't want to expend the energy. I just want to be an average supervisor. My goal is to get through the day. I'm not in search of excellence. This product sounds like more work. Will I still need that product?"
"Hmm. We have to find another angle."