Major sales require special selling skills to help the process of needs development – and those skills represent some of the most crucial differences between success in small sales and in large. A potential buyer who genuinely feels 100 per cent satisfied with the way things are, doesn’t feel any need to change. One way to think about the relationship between the size of needs and the cost of solution is the concept of the value equation. The price of a product or service is usually lower in simple sales. As a result, the size of needs required on the other side of the equation doesn’t have to be so great. One characteristic of successful salespeople is that they can accurately predict from customer statements whether their calls have been successful. This lets them plan their time and effort effectively – they know which accounts have potential and which ones won’t repay investment.