It all comes down to SCOTSMAN:
Solution - Can we technically / physically meet the need?
Competition - Who is our real competition? Is it internal politics or an incumbent? Does my competition have an unfair advantage against me?
Only Me - what does the client perceive is unique about us?
Timescales - Is it too near or far for us to be involved now? Why will they buy from us now? What's the Compelling Reason to Act (CRA)?
Size - to small or to large to be viable for us? Can we handle this alone? Should we partner, or go alone?
Money - do they have sufficient real, spendable budget? When is the last time they spent money on something like you are selling to them?
Authority - what is the decision making process? Who is the influencer and who is the nay sayer? Who's opinion matters? Who does the main budget holder like?
Need - What are they looking to achieve? What is the cost of NOT doing anything