If my customers ran my practice, they’d probably launch a sales training course.

If my customers ran my practice, they’d probably launch a sales training course.

I know this because they ask me about it all the time - only to end up buying training elsewhere, since I no longer offer it.

Now, you might think,


The answer lies in a famous insight Steve Jobs once echoed from Henry Ford:

“If I’d asked customers what they wanted, they would have told me, ‘A faster horse.’”

In my experience customers say they need training but a deeper conversation reveals the real issues:

⇥ They suffer from poor positioning and weak value propositions
↳ Making it hard for potential clients to find them.

⇥ Their client acquisition systems are unreliable
↳ Leaving them to rely on chance and random leads.

⇥ They worry about coming off as pushy salespeople.
↳ Making them hesitant to lead and close deals.

Training isn’t always the best solution. Yet customers often jump to it as the obvious fix - without fully understanding their underlying problems.

That’s why I don’t let my customers run my practice or dictate my actions.

My role is not to give them what they think they need - it’s to guide them toward actions that deliver the results they want.

And more often than not, they end up thanking me for that later.