SHATTER MYTHS     When you add measurability to selling, it shatters these ten common sales myths: 1. Selling is an art, not a science. 2. Customers primarily buy for emotional reasons,     not logical ones. 3. Most salespeople are customer-focused, not     product-focused. 4. Lost sales results from competitors' lower     prices, not from higher value. 5. 20% of customers generate 80% of the     business. 6. More sales calls equal more orders. 7. Great salespeople know how to handle     obstacles. 8. Salespeople can sell value easier to existing     customers than to new ones. 9. Strategies drive salespeople's tactics, and     not the other way around. 10. A salesperson knows how well a sale is going       at any given time.