32 HIGH-PROFIT SELLING Q they've learned from their customers and how they're using that knowledge--not just with the customer they learned it from, but with all of their customers. If you are in a service-driven business, intellectual profit is critical. For salespeople in this area, many times selling is driven by proprietary knowledge and the ability to use it to create insights the customer can benefit from. If you sell com- modites the issue of intellectual profit is still important, but it takes on a slightly different twist and is more customer-driven. Because the goal is selling commodities, most information is more readily available to everyone in the industry. Intellectual profit therefore needs to be centered around the customer's needs. The challenge in both cases is in understanding what has