Most prospects are budget-conscious, but that doesn’t mean we should be spending convincing them to solve painful problems. A much more effective way to sell is to show them how much your solution can and make them in their lives and businesses. To learn how we can reframe what we sell as an investment, we sat down with Richard Harris, president of Harris Consulting Group and author of The Seller’s Journey. He showed us how salespeople can switch their thinking from cost to benefit and change the way they sell and serve!