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Actually I read his post as, find your companies and products that fit your business model and then find your prospects and cases that will buy. Pretty hard to acquire a steady flow of interested prospects without features or benefits that excite them when the iron is hot.
If you selling based off the sizzle of the product, you don't have clients, just transactions.
There are plenty of ways to market without pimping the latest and greatest rider from company XYZ. And even if that is how you want to market, why aren't you asking the FMO you just signed up with? This isn't even a, "Hey my FMO says Company ABC has this product and it is the greatest thing ever, what do you think?" It is, "Help, I just signed up with this FMO and I don't have a clue what companies I should use or who I should market to."