Either the person you are selling to has a need, can clearly vocalize that need, and actively seeks a solution. Or, doesn’t know she has a need, and needs to be convinced first.
In the first scenario, you can enter in sales-mode.
In the second scenario, you have to go in, in evangelism-mode. Meaning, a whole lot of convincing has to take place for the lead to convert into a paying customer.
When your lead isn’t ready to buy (at all), consider leaving it there. You can always reiterate in a year or so.
No is better than maybe.