Sales Challenge: As a master software engineer, David would succumb too easily to presenting the technical sophistication of his products primarily to IT departments. Instead, he needed to develop a business focused value proposition to present to executive level decision makers. Next came the need to hone a sales “script” to improve the receptivity of his target audience.

“Every time I spoke with Sheldon he gave me a useful piece of advice that I was immediately able to put in action as a means of boosting my sales effectiveness.”