While experts at their craft, K&B professionals often struggle to market and sell their services effectively. In today's marketplace, selling strategies that worked in the past are largely obsolete. Our prospects are better educated with access to much more industry specific information than any other time in history. That requires a more intentional approach to selling, pulling vs pushing prospective clients toward what they really want, and deploying a systemized process to help them get it. To succeed in today's marketplace, a certain type of unlearning is required. It can be summarized as a mindset of mutual success and the confidence to express your value in unique and distinctive ways that gain customer trust and loyalty.