Lessons : Why customers buy vs why you sell.
In life, sales and business we find ourselves always selling. Just ask Daniel Pink as he wrote a book about it. Although you know why you want to sell something, it is far more challenging to understand why anyone would buy, especially from you.
This lesson needs to be revisited often as most sales people forget too soon and suffer as a result.
When you know how to tap into a prospects / clients favorite radio channel, WIIFM you will be a LOT closer to understanding and then adjusting your presentation to suit what you learnt.