Have you made your client look good today?
All too often we forget what is actually our role when it comes to selling. This is especially true when we're in the business of selling services, because in essence we're selling our expertise, which by design is hard to communicate to a non-expert. Regardless of what we're selling however, it is not about our expertise. In fact, our expertise is what gets us a seat at the table. Once we've been let through the door, our role as advisors is...