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What you will learn from this book is how to define, in the terms your customer will understand and accept, how your product or service will add value to them. You will be able to quantify how your customers will Make Money, Save Money and Feel Good as a result of your solutions. This value definition and differentiation approach has been developed and enhanced during Mike's thirty-year plus career in sales and sales leadership. It builds upon solid practices established and refined over decades, draws from approaches such as solution, needs fulfilment, challenger, insight, consultant, and numerous other sales practices. The structured sales approach explained has been used successfully by hundreds of salespeople with varying backgrounds and cultures, selling a wide variety of products, services, and solutions into numerous end-markets across multiple geographies and at all levels of customer contacts. Whether you are new into sales or have been selling for many years, there will be something in this book for you. Even if your main job isn't selling, but you get involved with customers by helping to frame or design a solution as an engineer, consultant, service provider or any other customer facing role, this book will enlighten, stimulate and inform you how to be more effective.