Educate prospects on their situation by explaining the causes, psychology, and how they got into their current state

Pagan provides the termite control example: instead of just saying 'you might have termites,' explain that 'if you haven't had a termite inspection within the last year, there's a 30% chance that you have termites living under your house. And if it's been more than five years, then there's an 80% chance you have termites'