If you're selling a business to business service and you can prove that it's better, that it delivers more value, that it's cheaper or more durable or more efficient, shouldn't that mean you will close every sale?

Even hard-headed business people end up buying the thing they want, not the thing they necessarily need.

The real danger of relying on facts to make your sale, though, is that when the facts are no longer on your side, you're toast. The low-cost supplier gets hooked on the easy sales tha