Problem: Kelly’s company had developed a training program for their customers (and prospects) that was designed to position them as a leader in their industry, enable their customers to use their technology more effectively and reduce emergency calls to the tech support department. Kelly was having difficulty determining why one of his largest customers was not moving forward on enrolling his people in this important training program sponsored by his company. Granted, the training was not free, but at $995 per person it had the potential to save his client many thousands of dollars per year. He had already determined that the customer was concerned about the high number of incidents of faulty applications that the training program was developed to address, so there was significant pain. Basically, this seemed to be a “no brainer.” But, Kelly just couldn’t figure out why he couldn’t get the deal closed and it was clear that, unless he was able to get to the root of the problem, the idea would die a slow death.