1. Acknowledge and respect that the customer may be unable to provide information until an NDA is executed; don’t push.
2. Help the customer realize that it IS worth the time and energy to complete an NDA. One simple way to accomplish this is to ask a few questions that the customer can’t (yet) answer – after a reasonable number of “I’m sorry, I can’t share that yet – it’s confidential information”, they will realize for themselves that it makes sense to execute an NDA.
3. You should make the offer: “Why don’t we execute an NDA so that we can continue the conversation…?”
A couple of additional ideas:
First, recommend that the NDA be mutual – bidirectional – so that any pricing or similar confidential information you provide can be protected under the same agreement. This also helps to position you on a more equal basis with your customer.
Second, set a date for the next discussion so that there is s a reasonable level of urgency associated with getting the agreement completed.