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In the classic sales book SPIN Selling, Neil Rackham describes the four phases of successful selling: (1) understanding the situation, (2) defining the problem, (3) clarifying the short-term and longterm implications of that problem, and (4) quantifying the need-payoff, or the financial and emotional benefits the customer would experience after the resolution of their problem.

'No one ever got fired for buying IBM' was never the company's official slogan - but when it gained currency among corporate buyers of IT systems, it became what several commentators have called 'the most valuable marketing mantra in existence'. The strongest marketing approach in a business-to-business context comes not from explaining that your product is good, but from sowing fear, uncertainty and doubt (now commonly abbreviated as FUD) around the available alternatives.

The "Why Now?" Frame You're almost ready to pitch the "big idea." But first, a reminder of the obvious: Nobody wants to invest time or money into an old deal that has been sitting around. This is why you need to introduce a "Why now?" frame. It's vitally important that the target knows that your idea is new, emerging from current market opportunities and that it's not some relic left over from bygone days. The target needs to know that you are pitching a new idea that come to life from a pattern of forces that you recognized, seized, and are now taking advantage of. And the target needs to know that you have more knowledge about these things than anyone else.

Resolve to put your ideas in saleable form. An idea written or in some sort of picture or diagram form has many times more selling power than the idea presented only in oral form.

Extend, renew or renegotiate a contract when the other party is the happiest, not when the contract is about to expire.

'The first challenge in Eyeball Selling is discovering who the real decision maker is.' Jimmi meets his challenge in an unorthodox (not necessarily recommended) way. Right after 'Good afternoon, gentlemen and ladies,' he says something slightly confusing. Why? Because the surprised group doesn't know how to react. So their heads all twirl like weather vanes on a windy day to look at - guess who - the honcho, the heavyweight, the head man or woman. Now Jimmi's got his decision maker so he can continue Eyeball Selling to that person.

In business, always present your ideas in the context of alternatives that are clearly worse. Don't just sell your proposed solution; slime all the other options with badness.

It's taken us a long time and a number of missteps to learn this core truth about selling: Sell new customers on the new thing and let old customers keep whatever they already have. This is the way to keep the peace and maintain the calm.

If you want to sell anything, translate features to benefits.