The customer is facing a serious problem or shortcoming that must be addressed to avoid unacceptable consequences.
On a scale of 1 to 10, to what extent is this statement true?
Score a 1 if you know this is not true or if you don't have any knowledge to judge if it is true and would be guessing.
Score 5 if you know that the pressure to act is not extreme or if there are other issues that have a similar priority for the customer.
Score a 10 if very bad things will happen very soon if the customer doesn't act immediately.
Score between 1 and 10 according to the level of pressure forcing the customer to fix the issue or problem that your offering will help resolve.