This formula, based on the Four Steps -- Diagnose the PAIN, Differentiate Your CLAIMS, Demonstrate the GAIN, and Deliver to the OLD BRAIN -- directly illustrates the impact the SalesBrain methodology will have on your results.

Where P is the PAIN Factor which assesses the nature and intensity of specific "tensions" that can be eliminated by your solution. These PAINS can be financial, strategic or personal. Your Customer's PAIN P can vary from 0 to 1. 0 means that your customer has really no conscious PAIN, and 1 means that he/she is aware of an acute and most urgent problem to solve.

Where C is the CLAIM Factor of one or more functions, features, or services that no competitor can offer or that no other alternative could circumvent. Your CLAIM Factor C varies from 0 to 1. A claim Factor of 0 means that you have a commodity product with absolutely no differentiation and 1 means that you are offering a product or service that is totally distinctive.

Where G is the Proof of GAIN that demonstrates beyond reasonable doubt how your customer will benefit from your solution. Your Proof of GAIN G varies from 0 to 1. 0 means that you really cannot prove the GAIN even if your solution provides some. 1 means that you can present an undisputed proof of the GAIN offered by your solution.

Where B is the Impact Factor to the OLD BRAIN which describes the effectiveness by which you communicate your message to the decision-making portion of the brain so your customer understands and remembers your unique CLAIMS. It is the most difficult factor to measure in the equation, yet it is the single most critical parameter-- hence its cubic function. Your Delivery to the OLD BRAIN can vary from 0 to 1 and so its cubic function also varies from 0 to 1. Zero means you have no impact, 1 means that you achieve maximum impact.