Condition yourself, as discussed in Chapter 1, to initially view every sale as a negotiated opportunity. Help customers identify goals with measurable value and SOEs that connect them to your features and unique strengths. There is nothing magical; there are no tricks. You do not need to be a great detective to eliminate the unknowns that surround your potential to sell value. Just use the various tools of the MeasureMax selling system in a manner that suits your styles and personalities. The time you invest will not only provide you and customers with fair returns but also exponential ones.
In the final analysis, while knowledge may be power, applying knowledge is the key to success. Change the way you sell to change the way customers buy—measurably better, of course. Greatness awaits those who constantly measure, manage, and maximize their performance. Greatness awaits you!