It always helps when a prospect understands the difficulty of a situation. 

When they are more concerned about finding solutions instead of the best price, that's usually a good sign.  

But before that can happen you have to do your job and make them feel comfortable enough to freely share that information.

Once you break down that barrier you give yourself a much better chance for success.

Jim Schubert, CEO of Southern States Insurance, talks about how they help clients share problems and find solutions.