This is episode 460. Read the complete transcription on the Sales Game Changers Podcast website. WAYNE’S TIP: “Focus on the client’s outcome, not on your product. All too often we go in there and all we’re trying to do is push the differentiators in our product. The time of feature, function, benefit, not there now, it’s about what’s the outcome. Go in, do a deep discovery, understand how you can influence positively and deliver value as well as defined by the client, and then talk about your product. Don’t do it too early.”