There is a category of Buyers who know what their job is which parts are easy and which parts of difficult. They recognise the problem and they want to solve it. This is where the solution selling tool box is the most appropriate. Anything else is a dilution of your effort, unless you have the advanced skill of shifting Buyer’s orbit to the next level.

Most sellers are over eager to talk about value, features and become white noise. Learn to recognise the Buyer’s face when it reads ‘Don’t tell me what I already know’, when it happens.