销售的能力——无论是推销一件设备、一个大型项目还是专业服务——从根本上要求理解潜在客户的需求。掌控或引导对话的能力有助于更好地理解这些需求，也让专业人员能够向客户输出洞见，更清楚地说明客户可以如何节省或赚取资金。这一方法的前提是销售人员有能力进行反驳并向客户提出挑战，从而形成更深入的关系，让成交变得更容易。
The ability to sell, whether it is a device, a large scale project or professional services, fundamentally requires an understanding of a prospective client’s needs. The ability to control or influence the conversation allows a better understanding of these needs, and allows the professional to offer insights to the client, demonstrating more clearly how clients can save or make money. The approach is premised on the sellers ability to push back and challenge the client, leading to a deeper relationship, and an easier sale.