1) If the seriousness of the customer's problem outweighs the cost of solving it, there is a basis for a successful sale. 2) Although structure is an important aspect of sales management, too much structure can creato problems. 3) The consultative selling approach focuses on the benefit of working with the salesperson and is used to open the door and establish credibility to meet a need. It is about offering to take excellent care of the prospect. 4) External motivation is an action taken by another person that involves rewards or other forms of reinforcement that cause the worker to behave in ways to ensure receipt of the award. 5) In order for a customer to arrive at a buying decision the salesperson should present the product according to the buyer profile and collected information. 6) In the resolution of problems stage in the buying process the salespeople can add value at this stage by providing useful information that helps the customer make an informed choice. In some cases, the value justification can be presented in terms of cost reduction or increased revenues. 7) Communication-style bias is accompanied by symptoms that are almost obvious and often easy to explain. 8) In the evaluation of solutions stage in the buying process salespeople can create value at this stage of the buying process if they can help determine the magnitude of the customer's problem and identify a solution. Identification of the customer's preferred communication style should be given a high priority during the initial contact