I'm a firm believer in this

[pbergin]

"he merchant doesn’t give a rat’s ass about your limited supply of space and eyeballs; the merchant cares about sales and return on investment. As Max Kalehoff advised in a comment on that post, “Sell the outcome.”"

http://www.businessinsider.com/stop-sel ... y-2-2010-2

[batcave]

Interesting article.... Definitely talking some sense but that's an old way of thinking and does not fit with today's business standards.