Presenting product features and buyer benefits in an interesting and appealing way requires some amount of creativity. Creativity is needed to adapt a sales presentation that can gain attention, increase desire, and add value. The ability to come up with problem-solving answers or different ways of looking at situations is greatly valued in today’s fast-changing business environment. Creativity is enhanced by expertise in the field of endeavor. For salespeople, this means knowledge of the sales process, product knowledge, and an understanding of human behavior. Creativity is also enhanced by the capacity for divergent thinking and a willingness to take risks.15