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After you have spent resources and time developing a new product, finding people who will buy it is the next important consideration. You might be confused about the best way to approach a customer or you are struggling with defining go-to sales strategies that bring results. How do you create the best and most effective sales strategy?

The strategies are divided into two sections, the "what you sell" chapters help salespeople:
- Recognize that the expression "we are the best" causes differentiation to backfire.
- Avoid the introspective question that frustrates salespeople and ask the right question to fire them up.
- Understand what their true differentiators are and how to effectively position them with buyers.
- Find differentiators in every nook and cranny of the company using the six components of the "Sales Differentiation Universe."
- Create strategies to position differentiators so buyers see value in them.

The "how you sell" section teaches salespeople how to provide meaningful value to buyers and differentiate themselves in every stage of the sales process. This section helps salespeople:
- Develop strategies to engage buyers and turn buyer objections into sales differentiation opportunities.
- Shape buyer decision criteria around differentiators.
- Turn a commoditized Request for Proposal (RFP) process into a differentiation opportunity.
- Use a buyer request for references as a way to stand out from the competition.
- Leverage the irrefutable, most powerful differentiator...themselves.