What are you selling?

Your job is not to make the horse drink the water but to make it thirsty.

A novice salesperson spews features and promises like a dragon blows fire. Whereas good salespeople always know that persuading a prospect to buy your product is never done by pushing them or bombarding them with more information. Instead, it is done by helping them visualize how beautiful and easy their life would become once they have your product/service. 

Some of the world's most successful organizations are 100% sales-driven. No matter if those . . .