I was few years ago attending a training course, expensively purchased by my company, to improve the sale efficiency of all sale manager staff.

This course was  taking as example a business case of a project of a seminar organistion to sell to a bank company : totally unappropriate to our day to day life at work and to the problematics all of us were encountering in our daily sale and commercial work, it was a real disapointment, and unless some tricks were sensible, most of the training let a feeling of losing time. One day, a young colleague, ingeneer with poor sale experience,  told me this: « In fact my main concern when I visit a customer, is that I dont know what to tell him! »

And for sure this expensive training never helped him to answer this question. 

My objective is answering this question; my objective is to make you understand how easy and simple it is TO SELL and to give you practical tools to  make you confident and easy when tomorrow you will meet a customer or a purchaser.