Why isn’t their cash flow performing where they want? Finding out the real reasons your customer doesn’t want to purchase will help you find the best solution for them. Ask the question. Don’t give your customer an out, but if your customer tells you they can’t afford your product, ask them if it’s because of cash flow concerns. It’s natural to respond with a solution when the customer tells you their issues, making your advice appropriate to their situation. If they answer is yes, you can advise them on the talk points below. If the answer is no, they’ll likely correct you by telling you the issue, which is the goal.