The Screwdriver and the Drill: How following the rules nearly cost us the game

We were the best in the world: we knew it, and our client knew it. We knew the mistakes that novices always made, and we knew what to do instead. That was our undoing.

Photo by Evkaz via Shutterstock

If you’ve ever been on corporate sales training, you know that customers don’t buy drill bits, they buy holes. Customers don’t come to you for your process, they…