The client is willing but the client's story is not ready. The pressure is on. The client is restive and there may not be much time before the account departs. Every practitioner goes through this scenario. Fortunately, it doesn't happen that often.
Some accounts sell themselves to the media.
Other accounts won't sell no matter what you say or do. After an hour, everyone is back where the hour started. No progress, no story, nowhere. Frustration fills voices and the room. We are going through this anxiety now with an account.