TOWARD BUYERS AND AWAY BUYERS / 17 sense? Now, craft a document that clearly lists language that is To and Away--that is, both benefits focused and problem oriented. This exercise is easy to do, and I suggest you share this concept with your sales team or a group of entrepreneurs at your next networking meeting. Here's an example from the automotive industry, for selling a new car: Benefits Prestige of owning a new car Cool color 0­60 mph in eight seconds Rides and handles like a dream 100,000-mile warranty Problems Can't take a client to lunch in my old car Old look says that I'm not suc- cessful Dangerous to merge in traffic Can feel every bump in the road Surprised by what breaks down every month