This is great for situations where the customer knows what their needs and wants are and can act on them. It also is great for establishing clear rules of engagement with customers. It is direct and to-the-point. The material is POORLY delivered yet can be understood with multiple reads and with some in-depth thought. No doubt that this stuff will get you off your knees and prevent you from begging, BUT it is not SPIN or Solution Selling, this stuff will not work if you customer does not know or realize his needs. Is there value in creating needs? This is not "creating demand," it is setting up clear roads to enganement beyond building up the pain to act on their needs, and doing it in a respectful way. This is great for closing on demand, NOT for creating demand, which is what solution selling is all about. This book has changed the way I sell for the better, I now choose either to "create a need," "walk away," or "close on their needs." One must think before they act on this material.