Graham McGregor's column in the New Zealand Herald describes how facts can be used to build compelling sales propositions. He gave an example of a company who used their industry knowledge to build their brand, and were consequently seen as a market leader. It's not hard to get good facts to support how your product or service can help customers. Just make sure that the information is up-to-date and comes from an authoritative source. Don't make your customers question the statistics from a dodgy source - it's just going to make them doubt you and the solution you are trying to sell.