According to a talking head I caught as background the other day, apparently stockbrokers enjoy living by the phrase;
buy the rumour, sell the fact
Intriguing, if a little cheeky. Yet it does introduce aligned thinking for the solution seller.
Get a sniff of a ‘problem’, and you’re only part way towards your goal of earning money for its resolution.
Dig around all you can for proof of the damage.
Delve deep into the consequences.
Validate that your solution fixes the problem.
Document thoroughly where it does, and those that agree.
Demonstrate acceptance that acting now is the desired course.
Then you can readily ‘sell the fact’.