@Seti Gershberg I have read that book. It's an awesome read!
For sellers accepting a deep discount, they truly must have a reason or motivation. Probate, delinquent taxes, inherited property, divorce, health issues, tired landlord, dilapidated structure, looming foreclosure, etc. Often times people think it's all about money but it's more so about having a piece of mind for sellers.
For instance, if your seller is going through a divorce and it's messy, they just want to get this shared asset off their plate so both parties can move on. So in this example, I would emphasize the speed and simplicity to close fast without any headaches. If the seller inherited the property and it's going through probate you would imagine they would be overwhelmed. So I would emphasize how you'll hold their hand through the process and that you have the best team working for them to ensure they have all their questions answered.
It's not all about all cash, close in 30 days, buyer pays all closing costs etc. Those are good points but you have to use empathy (How to Make Friends book) to really feel what they are going through to best serve them. Having them feel as though you are really listening and satisfying their needs will have you more times than not beat the competition.