Basic Principles:

• No pain, no change
• Three levels of buyer need
• Diagnose before you prescribe
• Pain flows throughout an entire organization
• "Solution" = Buying Vision
• People make emotional decisions for logical reasons
• People buy from people
• Power buys from power
• Make yourself equal before you make yourself different
• Don't close before it is closeable
• You can't sell to someone who can't buy

Michael T. Bosworth
Solution Selling,
Creating Buyers in Difficult Selling Markets
(Introduction)