The biggest difference between those products and services that have sold millions and those that fail miserably has almost nothing to do with the quality of what’s being sold.

While, of course, quality is important, it doesn’t make the sale … it’s the Sales Communication that does that.

That’s because you have to be able to explain the benefits of what you’re selling in order to get people to buy.

And, if you can’t explain those benefits better than your competition, you’ll likely get crushed.

Which is why I believe that effective sales communication - verbal scripts or written copy that gets people to take action - is key to building a successful business.