An anecdote from Daniel's sales past: among other things, he sold predictive maintenance to bus companies, a solution that alerts workshop staff early when something's wrong with a vehicle, so follow-on damage or breakdowns can be avoided.
In the beginning, the team fought a lot of objections. Workshop managers often said, in effect: "I only have one depot, I see my vehicles every day."
Bus companies with only one depot didn't feel the problem was urgent, they saw their vehicles daily anyway. For companies with two, three, four, or five depots, it looked different: it's not economically viable to run a dedicated workshop at every location. Companies with two or three depots usually only have one workshop. They see the vehicles there daily, but the vehicles at the other locations only occasionally, and those are exactly the ones more prone to failure.
As soon as the team started targeting only companies with two or more depots, conversions rose significantly. The reason is simple: if you already see a vehicle every day, you have little interest in remote monitoring. But if you only see it occasionally, the urgency feels completely different. Because only the right customers were being approached, they were also much easier to convince.