The key to success in sales is reaching level three selling activities, which involves proactively identifying and solving customer problems, anticipating future issues, and providing long-term value to the customer.

• Understand the three types of salespeople and where you fit in the market to differentiate yourself in a competitive market.
• Differentiation and cost reduction can only go so far, so the key to success in sales is reaching level three sales activities.
• Level 3 selling is about proactively identifying and solving customer problems, rather than waiting for them to tell you.
• Level 3 selling involves anticipating and highlighting future problems for the customer, moving beyond just identifying and solving current problems.
• Understand the market and customer base to provide long-term perspective and value to the customer.
• Level 3 selling involves predicting and anticipating future problems for customers and guiding them, leading to less focus on price and differentiation.
• Companies are looking for business partners, not just suppliers, in today's hyper competitive market, so strive for level three selling.
• A great speaker delivers real content, engages the audience, and motivates them, but the most important thing is to make the client look good, not oneself.