An in-house engineer is paid around $100,000 a year – give or take. That’s about $50 per hour.

Their employer charges them out at $150 per hour. That’s how they make their money.

If a sales person visits and offers them less than $150 potential value during the call they will not be invited back.

If they offer $150 in potential value the sales person will be seen as doing the bare minimum amount of work to get by. They generally aren’t invited back.

To be taken seriously, the sales person has to offer potential value greater than $150.

How much should be offered? Two times, five times, or ten times?

The answer to that is not as important as the value your sales team heads out with. A new brochure is about $1 in value – even full colour ones.


This is an edited extract from my new book “Better Positioning Deeper Conversations More Sales”. To find out more or to purchase copies of this book click here