the science of sales success and how to get rich

_{When you highlight features to customers, specific descriptions are better than general ones. The more specifically that you can describe features, the harder it is for competitors to claim they offer}_{the same ones. Describe your features in a manner that clearly differentiates them from those of competitors. One of the most common challenges salespeople face is describing technical differences to nontechnical buyers.Example}

_{A stereo salesperson states that a certain model provides "great sound." The me-too competitors claim that they also provide great sound. General features make it difficult for customers to make objective comparisons between competitors making the same claims.}

_{A better description for great sound would be "undistorted sound up to 200 decibels." However, you must ensure that the customer knows what a decibel is and in what range he or she listens to and appreciates (that is, places value on) undistorted sound. These technical details make it harder for competitors to mimic or customers to discount without a solid basis.}

the science of sales success and how to get rich_26