It has been said that nobody who buys a drill actually wants a drill. They want holes. They want the tool for what it can do: bore through plywood, metal, or a cement wall; hammer through the earth to find oil, or prepare a tooth for a filling. In sales training, students learn to look beyond what the customer is asking for in order to discover the underlying need. This is the difference between a simple order-taker and a sales consultant. How does this apply to the meetings business? ...

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