What do you do when you have an idea for a client or prospect that’s exactly what they need but they don’t respond positively to it? After all, they’ve told you how many times they want solutions from you, not just meeting regulatory, legal or code compliance. You’ve done the hard work of thinking about their situation and have discovered some ideas that are just what they need. So why are they resisting, delaying or disinterested?

Whatever you do, don’t fall into the trap of trying to persuade them by explaining how smart you are or convince them you know what you’re talking about or that you’ve seen this before and are sure your solution will solve their problem. Those aren’t the reasons they aren’t moving. You’ll only invite their resistance and resentment, neither of which will move them to accept your ideas. Instead, do these three things.

Listen for their perspective. If their situation doesn’t give them severe gas, then don’t expect them to have an immediate desire to fix it. They apparently see it differently than you do, so seek to learn what their view is.

Ask more questions. If they are aware of how your solution would benefit them but won’t say yes, you’re missing something. Find out what it is. It’s usually another factor you don’t know of or are unappreciative of how weighty it is to them.

Discover their priorities. Don’t fall for the “we don’t have the budget for this” explanation. IT’S NOT ABOUT MONEY. It’s about priority. What they’re really saying is that whatever the problem is, it doesn’t elevate to the level of importance as other things. Try presenting your solution so that it solves their problem while accounting for all the significant factors.

This week, take time to listen. It’s the only way.