We know people buy and do things for their own reasons, and when they process information they tend to either look on the "upside" or the "downside". The glass is either "half full" or "half empty".
If you listen, your potential partners and customers will express this with either "Moving Toward" or "Moving Away" language.
When you have a good rapport with them, you can ask them outright. Ask them whether they are concerned more with what they might lose, or what they are about to gain!
