Today's customers have access to a fire-hose of information about you and your competitors - before they speak to you. And they know you can't make them do something they don't want to do: You can't "close" them. What they don't know is exactly how you can help them, or if your offer is the best fit for their needs. Selling is fiction. It’s about creating an emotionally-engaging and intellectually compelling story. Not a story in the false sense, but a realistic picture of the world your customers live in, the challenges they face, and how they can be more successful if they buy your services or products. Winning business today comes down to which supplier can narrate the deals customers want. And a “good deal” is one that's beneficial to both customer and supplier – so tell the winning story.