There is the salesperson whose company always has the lowest price and they are selling purely on that benefit. Then there are the salespeople who only need to focus on the product such as a regular corner store. Really they are order takers. Then, there is the solution sale where the salesperson has to be able to provide a solution to the client's concerns. Being able to describe the features and benefits that the customer can expect is the first requirement. Then there are the higher levels of selling skills that require a lot longer to complete. At this level of selling skills, the sale is: Truly customer focused and the sale becomes all about building long-term relationships. This level requires constant research and even higher capacity, street smarter salespeople are necessary. 5) The top level of selling is where the salesperson literally owns the solution with the client. This is the level that the bucket of Gold continually tempts! I speak from experience and these are selling lessons hard learned by me that I don't ever want to repeat. Because when it is all boiled down I sell, or do not sell, on the basis of one tool alone -- my sales skills! This is the most productive and profitable level but also the most risky. So risk alertness is a must. Profit should also be pursued responsibility, so ethics and a high level of trust apply because too often at this level the salesperson will make any claim