There’s a visual you always need to remember when you sell a product. It is a spotlight. The spotlight should be focused on the prospect (the buyer), and not on you the seller. If you hear yourself saying: we have the best products, we outsell the competition, we, we, we.. then you should know you’re having the spotlight on you the seller. This is annoying to the buyer, the buyer wants the spotlight on her, ask her the questions to uncover her needs, then offer your solutions. Many sellers who receive solution-selling training continue to waste a lot of time leaving the spotlight on the seller. Make your buyer feel like a queen, and the best advice to the seller is to check your ego at the door as you walk into your meeting.