Products are sold because they solve a problem or fill a need. Understanding problems and needs involves understanding customers and what makes them tick.
Smart entrepreneurs know they must get out of the building to discover every detail about their customers, especially how they experience a particular problem and why (and how much) it matters to them.
When your product solves a problem that costs customers sleep, revenue or profits, things are definitely looking up.
Use a simple "problem recognition scale" for each important type of customer:
If they fall into the last two categories all you need to do is convince them that if they built it themselves, they're detouring into a different, usually non-core business--your new business!