"The Solution Trap" by Ron LaVine

"What I've found is that sales reps are very well educated on their product or service, or what I like to call solution. And the tendency is to want to talk about that, and all the wonderful things that it does, as opposed to finding out which aspects of their product or service are needed by the prospect. It's a 'scatter-shot ' approach versus taking the time to ask questions up front."

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