Why should I systematize selling instead of relying on talent and instinct? Because complicated work gets handled with systems, not with whatever mood you walk into the consult in. We already use systems for the clinical work, for administration, for everything that has to come out right every time. Selling a large case is at least as complicated and at least as high stakes, so it deserves the same treatment. When you leave case acceptance to instinct, your results swing wildly. One month you are sharp and the cases close, the next you are tired and they walk. A checklist driven [...]