“Sell Different! is one of those rare books that gives you the big strategic idea….and provides detailed, ready-to-implement direction to help you win more deals at the right price. When you know your audience, you understand your customer, which makes you very different. That means you can build differentiation your customer finds meaningful Then, since your customers buy your differentiated value, price becomes less and less important. All important, but cooking these realities into actionable sales plays…priceless!”