An old story and a new story...
I first met the legend, Dan Tyre, when Hubspot was a baby. He was a machine and rumor had it that he asked every business owner he met, "Can you afford $200/month?... Then you can buy Hubspot." Ability to pay is definitely important, but what about "Will it fix their problem?", "Are you talking to the right person?" "Is yours the best solution?" "Do they believe you, your data, your references?"
Here's the rule.
You need to ask about EVERYTHING!
Interesting/Coincidentally, Dave Kurlan shared his thoughts on this yesterday.
This is the 8th in the series on Selling Competencies. You can catch up here.