Selling customizable products and services can be a difficult activity. Customers want what they want, when they want it and at the price they want to pay. While it is not possible 100% of the time to meet all of these requests, there are ways that salespeople can make use of the lead-to-order (LTO) process in order to meet as many of those needs as possible. This is the first in a series of steps vendors can take in order to optimize this process.