Peter Groop took HP's, GE's and IBM's leftover products and built one of the hottest sales teams in America to sell them. Inc. contributor John Anderson details how Groop put together his star team in the June cover story, "The Ultimate Sales Force."

Here, Anderson imparts some of Groop's sage advice that has helped the companies he and his sales team represent blow past forecasts and reel in the sales.

Win the emotional sale first

And you thought business people made their buying decisions on logic? Invest huge effort upfront to earn their trust and watch as the brilliant logic in your technical presentations suddenly becomes more compelling to your prospects.

Triangulate for answers to your qualifying questions

Check multiple sources for answers. Always assume your primary contact is conveying inaccurate information -- even if unintentionally. Multiple sources will lead you to the real answer.

Know the Selection Committee before you present

Establishing trust and credibility with each member of the Selection Committee prior to the meeting is a Must. Know what their hot buttons are. Shame on you if you walk into a meeting and are surprised by new faces and the amount of decision-making power they have.

Reverse perspectives

Ask yourself: Why should I do business with this guy? Be prepared to walk away if the discovery process demonstrates that there is not a strong match-up. Be firm, and you'll earn their trust and respect. Remember: Groveling does not win respect -- and it sure ain't no fun.

Sell what they're buying -- not what you're selling

Sell your firm's products and services, and you'll experience modest success. Undestand what the Customer wants to buy -- and then meet that need - and you'll experience tremendous success. Remember -- the customer is not buying your firm's machine -- they're buying the result which the machine helps provide.