Their #4 is the Ability to Develop a Compelling Story – This IS a differentiator between good and bad salespeople – only they have it backwards!  The bottom 74% have perfected the ability to present capabilities, value proposition, the brand promise and other pitches.  The top 26% have perfected the ability to ask good, tough, timely questions.  What good is the story unless you can tie it to the problems uncovered by effective questioning?