“A state arises, as I conceive, out of the needs of mankind; no one is self-sufficing, but all of us have many wants.”
Plato.
Great salespeople have the ability to convert a customer’s wants into genuine needs.
When evaluating new OSS products for a CSP, great OSS consultants are able to make connections that the CSP didn’t even realise existed, thus taking the customer from a set of wants or requirements to the tangible business needs / benefits.