In this chapter, the author briefly runs through some of the characteristics of major sales in terms of customer psychology. It’s changes in customer perceptions and behaviour that make major sales different. The author looks at what some of those differences are and how they can affect the selling. Almost by definition, large purchases involve bigger decisions from the customer and this alters the psychology of the sale. In a small sale the customer is less conscious of value. The building of perceived value is probably the single most important selling skill in larger sales. The author discusses some of the ways in which customer behaviour – and therefore selling skills – will change as the sale becomes larger. He presents some preliminary arguments to suggest that one need a very different selling style to be successful in the larger sale.