Business drivers are the groundwork for starting a sale. Once you know what they are, you can determine if you should go after that account or move on to the next one. Don’t try to force your solution upon a company. You probably won’t get the sale. Even worse, if you do close the sale, the solution might not live up to their standards and won’t provide the ROI they were expecting. The best approach is to ask the right questions so you can better understand your prospect’s business drivers and get a clear picture of what they’re trying to accomplish before wasting any more of their (and YOUR) valuable time.