• In today's marketplace, prospects are overwhelmed by a daily stream of sales message. As a result, they have retreated into a bunker. That makes it hard for you to talk to prospects in the traditional way. • You need to provide Free Value to attract prospects out of their bunker. This can be anything including product samples, consulting time, creative solutions, and technical support. The higher the value you provide, the more prospects you will attract. • You get to decide which prospects get the free value.