There’s a secret in sales that you need to know—a secret so straightforward, yet so potent and up until now surprisingly little understood. Chances are your competitors don’t know it. I’m talking about “Win Themes.” Don’t be embarrassed if you’ve never heard the term; only those “in the know” (which includes all my clients) really understand the concept and how to use it for remarkable results.

Win Themes are the intersection of your prospect’s priorities and your strengths. For example:

Note: The opposite of a Win Theme approach is simply sharing everything your company can offer and hoping that your prospect can pull out what’s important to them.