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When a prospect avoids making the decision to `buy` from you, it`s typically because they have no sense of urgency to buy. Your challenge is to prove to the prospect that buying `now` is best for them and you must be able to offer support and quality reasons `why`. What will they miss if they wait even one more day? What are the potential opportunities if they go ahead and get started on the program `now`? WHY is it important for them to buy `now`? In other words, what`s in it for them? Remember...the reason a customer buys your product or service is because of what it can do for `them`. Tell them.