Can you envision what the design will look like before you start inflating a balloon? Can you envision the stage performance with all its details and ambiance? Can you address all the concerns in your speech? Your vision of what a client needs may not be their wants. So, if you are looking to fail at a sale, tell the client your vision first of what their event should be; instead of listening to what the client envisions and what they want to buy.
Once you know what they envision, it’s not that hard to see them on their own idea.