Evan today, in the modern 21st century world, so many sales people and sales leaders invest too much time in trying to convince their customer they have the best product or service. Their attention is on desperately trying to be understood. Great sales leaders and sales people do something almost counter intuitive - they do not focus on selling. They focus on trying to understand their customer - their issues, roadblocks, challenges and desires. And an amazing thing happens when they do this.