You come home mentally tired from your day, and you want to relax and watch a good series. You have finished your last series and need to choose a new one. You start with Netflix and flick through…

Cognitive dissonance is a psychological term used to describe the conflict and anxiety that can arise when we have contradictory views, thoughts, or ideas, and how we try to resolve the psychological tension.

Weeks of relationship and rapport building, finding out about the client’s organisation and the challenges they face and laying the foundation to work with them can be undone with a poorly executed sales call.