One starts with a product or service to be sold and studies its characteristics. For each characteristic, a set of benefits for the customer is systematically identified. These benefits (i.e. how the customer’s life changes if he buys the product or service) are visualised, i.e. turned into images, with a vision board, or video clips. Then we simulate with actors the relationship between customer and seller, who must propose to the customer the benefits, not the features, of the product/service. Finally we make a sales plan and go selling with the trainees.