The prospect has told a salesperson that their faulty widget causes them to shut down for 3-4 hours at a time and each time they shut down it costs them millions of dollars. The salesperson has learned that this problem has even cost the prospect $120,000 in lost bonus money - personally - and that two other companies weren't interested in helping.  Here's where the Hidden Ball Trick comes into play:

Q: Who sold you this widget?
A: XYZ Company.
Q: When they came and replaced the first faulty widget what happened?
A: They wouldn't replace it.
Q: It must have been a really inexpensive component.
A: We paid $50,000 for that widget and those %^&*# don't have the decency to stand behind their problem!

When you use the hidden ball trick you can quickly eliminate the competition and get your prospect emotional.