Say your company is offering a new line of artisanal beer glasses designed by local glass blowers. You’ve just stepped in front of the C-level team of a large wine and spirits firm to wow them with your product. You don’t want to waste any time, so you launch right into your pitch. Three minutes into your presentation, the CEO stops you and says, “Wait. We’re discontinuing our beer line this winter.” Uh-oh. Wrong product, wrong time? Not necessarily. Listening more upfront, establishing the need before you advocate, or having an internal coach can avoid wasted time.