His "how to sell anything" book is great if you are into marketing or sales. It basically boils down to: ask what they want, summarize their needs and ask them if your summary is accurate, tell them how you can deliver on their specific needs, if you can't tell them and move on. If your summary is accurate and fits their needs ask if they are willing to pay for your solution.
This advice seems incredibly simple and obvious yet people tend to do the opposite.