I was recommended this book as a technical guide on sales for technical people, and in this regard, I found it most fitting. It clarified some old clichés and recommends that first, you find out what your customer needs by asking Situation Questions, the S in SPIN. These questions aim to identify the customer's current situation and where they are experiencing problems, the P. Once you understand the customer's situation and problems, try to grasp the implications of these problems and make sure the customer understands them - but only for problems for which you have solutions. Now present your product as the solution to their problems. By doing so, you meet the customer's Needs. However, it would help if you were aware that the problem the customer has must be a need, not just a preference. Problems can be transformed into needs if the implication step is done accurately. This approach is excellent, in my opinion, if you want to establish a rapport with the customer, where you listen to and try to genuinely help them, rather than only selling something.