How to Sell for Dummies

You said you weren't good at selling, couldn't figure that out. You went into a borders and bought selling for dummies. The core message for sales was this: Listen to your customer before sharing your solution. And then the third piece is ask for money. It sounds simple, but I have an example of an investment bank skipping step one and not listening to the customer first. They lost a multi-million dollar deal with us in the IPO.