10 How to adopt insight selling in your business By Peter Krauss, CoSelling The techniques you use to sell have a big impact on your success, particu- larly when you are approaching larger/Fortune 500 organizations. You have to focus on meeting the customer’s known—and especially their unknown or under-estimated needs—and building a rapport with prospects that demon- strates your understanding and expertise of their business. You have to address the customer’s business value, not the specifics of your solution. First, let’s look at the most common methods of selling in this box out. 58