Grehalva's model for consultative presentation is built on a single principle: present what you understood before presenting what you offer. The sequence matters enormously. Most conventional sales presentations begin with the product: its features, its benefits, its differentiators, its price. The customer is expected to map these to their own situation and determine relevance. Most of the time, this mapping is only partially accurate because the salesperson does not know enough about the customer's specific situation to present with precision. The consultative presentation begins with the customer's situation as the salesperson has understood it: the current state, the desired state, the gap, the emotional cost of that gap. The salesperson says, in effect: here is what I understood about where you are, here is what I understood about where you want to be, here is the cost of the gap as you described it. The customer either confirms or corrects this summary. Only after the summary is confirmed does the salesperson present the solution. And the presentation is framed explicitly in terms of the gap: here is how what I am offering addresses the specific gap you described, and here is why I believe it is the right fit for your specific situation. This structure does several things. It demonstrates that the salesperson was listening. It gives the customer the experience of being understood. It reduces the need for high-pressure closing techniques because the customer has already confirmed the problem and the salesperson is simply presenting the solution to a problem the customer has acknowledged. The close is a natural consequence of the conversation, not a separate technique.