I just finished the AIME module and learned quite a few things. Desires are individualistic so you have to ask questions of why they would want your product/service Also, there was something said in the sparring section that hit home
Find out what their wants needs and desires are
Find out how potentially you can work together
Show them what their dealing with and how you can
help them solve that problem.
I think im paraphrasing but thats the gest of it.