1. 1) Prescription without diagnosis is Malpractice
2. 2) Client Advisory Boards -for you and for your clients
3. 3) The 'Titanic' Principle. Beneath the waterline of our customers lie their emotions, just like an iceberg. We need to deal with facts. It's these hidden emotions that we need to 'tap' into

4. 4) Ask 'Why?' a lot

   5) Be cautious about assuming that you know what each of your clients/customers wants and needs

1) A customer that asks for weedkiller might really be after a complete home lawn solution

2) You should ask questions like:
- Could you elaborate on...
- Why is that important to you?
- What would be the effect of...

3) Your client should ask questions like:
- Is the jacket for casual or business wear?

- Is the plant for an outdoor or indoor area?