The target is identifying what is compelling for the customer. The compelling event could be an external obligation (for example a law), or the perception of necessary. We need to explore both. The first is more simple if we are able to discover it. The second is, actually, very difficult.
We must work on the perceived value of something. This is the most valuable part of the qualifying process.
We have our product/service, the customer profile and we have to identify which characteristic match at the maximum level. The level of compelling: the customer will act due to this element.