"The Power Of ROI Selling" by Michael Nick

"This is a good tip for any salesman out there today: go out into your industry and look at the problems people have. Ask yourself why people buy products like ours - not necessarily our products, but any product like ours. What you want to do as a salesman is capture as many reasons as you possibly can. Ask yourself what the business issue, pain or goal that goes with it is. Then try to match up your features & benefits to that."

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