If you can describe another person's problem better than they can, they will automatically assume you know the solution and trust you more

Eben credits his 'good friend and mentor, Wyatt Woods Small' for this insight and explains: 'in a sales presentation situation, if you can describe your prospective customer's problem or situation better than they can, they will assume that you know the solution... they will trust that you know how to get them from where they are to where they want to be'