They are in the “problem awareness” stage of the sell cycle, (convince the prospect they have a problem.)
Next step is to develop that problem into a bigger and more serious problem in the prospect’s mind.
Then you present possible solutions, (your products,) to solve the prospect’s problem. At this stage you try and transition to the role of a “expert consultant,” to help the person solve their problem.
And then together, “we,” (the salesman and the prospect) find a Goldilock’s solution to solve the prospect’s serious problem.
Then it’s "thank goodness, we found the thing that will save you from financial disaster… “just sign right here.”
“NEXT”
Lesson: Don’t buy anything till you’re sure you have a problem worth the price of the proposed solution.