In sales you will find that we love to talk about our products. And why not? It's good to be passionate about what you sell. And sometimes that passion takes over and we talk about our differentiators - our differences from the competition. This could be features and functions of our products or it could be your company and all it has to offer customers.

One of the competitive differentiators that is often overlooked is the sales conversation itself. Yes the conversation. How you prepare and how you execute on it. This episode is the beginning of a 4 part series on how you do just that.