Marginal Gains There’s been a great deal of discussion in sales – as well as in professional sport – over recent years of so-called “marginal gains”. The idea is that a relatively small change in behaviour could improve performance by quarter or half a percentage...

Most people now “get” consultative selling – the idea that a sales person absolutely must not start jabbering away about how great their product is before the customer has been given a fair chance to talk about their issues and needs. But how do we get to the true...