Congratulations you’re in sales! Sales can be, and usually is, the most lucrative position an employee or independent contractor can hold. For decades we have been taught to sell features and benefits in comparative selling against our competitors. We have been taught to overcome objections by giving a few more morsels of “why we’re better”...

Twenty years ago when you applied for a business phone it took about a week for the yellow directory sales pitches to start. They would drop in, phone, send cards and letters, rinse and repeat. My very first purchase of a yellow directory ad just about made me regurge but I knew I had to have it back in 1980. In fact without a yellow directory listing back then if...