If you have lost a job because of a cheaper alternative, existing supplier relationship, lack of budget or simply a 'no decision', then the principles in this book can help you prepare for these eventualities and turn them into a successful sale. There are many sales techniques available, many of which offer real value. This work provides a simplistic approach that most people simply overlook and yet it is one of the most powerful sales tools around. ROI makes sense because it gives logical reasoning to boost the emotional attachment. giveyourself a sales edge by understanding and using these principles.