Can you sell umbrellas in the rain?

Pisa in Italy is a tourist haven - the leaning tower, pizza, historic city, souvenirs, sunshine. 

Then thunder and lightning and a tropical-style downpour of rain at about 4pm. 

Thousands of tourists who were strolling the streets dashed for cover: under restaurant awnings, in cafes, and on the 'dry side' of the main cathedral on the square, Piazza del Duomo.

The rain got heavier. Footpaths were flowing like creeks and rivers. Drains couldn't cope.

The touts and souvenir sellers on the streets went from pushing plastic Leaning Tower of Pisa replicas to selling umbrellas.

They walk up and down the streets, their fingers laden with the umbrella straps. They also have an umbrella open, which they're using. 

But despite the perfect conditions for a 'sale', who was buying? People preferred to wait it out. And wait they did. And wait. It kept raining. It was now past closing time of the cathedral, but a solid group of 60 people huddled beside the cathedral rather than buying an umbrella to shelter their walk. 

I watched the same four umbrella sellers walk around the square trying desperately to 'flog' their umbrellas. 

I was perched in a hotel room above the square and over the next 45 mins didn't see even one umbrella purchased. 

It's raining right? Buy a freakin' umbrella! 

Trust, quality, cost, duplication, wastage, value - it all kicked in that afternoon in Pisa. 

When the conditions are absolutely right for your idea to be 'bought', your product to be sold or your concept to be adopted, many people still don't do that.  

Think about who might not be buying your message or idea - even though their environment or conditions are perfect for it - and what you might need to do to shift them towards a purchase. Ask them. Don't become a tout who can't sell an umbrella in the rain.