In solution selling, we are taught to connect a buyer's or a buying organization's goals to corporate goals.  The idea is to understand the full potential value of the product being sold, and justify a stated price for it. An endemic problem is that, due to mismanagement or lack of management, buyers sometimes do not know how their goals are connected to corporate goals. Consequently, the seller must not just uncover the connections but actually make them in the minds of the buyer, the buying organization, and the corporation!  This is why trust is incredibly important between the seller and buyer. The seller is compensating for mismanagement within the buying corporation. This is a nearly impossible situation, yet, if the seller succeeds, then he is likely to be a hero to the buyer, the buying organization, and the entire corporation