The Most Important Selling Is Consultative Advisory Selling

When you've both built businesses or there's multiple businesses that have been built in the same market, but in very different sub-nitches based on the unique selling proposition. You can then come together and connect and figure out ways to serve the entire broader spectrum of the market or each other's segment in better ways. That creates very powerful, strong joint venture and strategic alliance opportunities. People don't appreciate what you do for them unless you articulate it.