Whether the customer is keen or not, he’ll find a reason

Raising money? Selling goods? Recruiting a star?

Most times the target has made up his mind before he tells you.

Most times he won’t tell you the real reason he’s in/out.

He’ll come up with excuses or rationales.

But they’re meaningless.

If someone wants to buy from you, he will.

If someone doesn’t want to buy from you, he won’t.

The reasons are just noise.