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law firm sales - selling is a skill

• "We would like you to run a couple of sessions for our partners on getting clients"  they say

• "We don't want you to use the word 'sales' because the partners don't like it"  they say

• "and the partners don't want any role play" they say

But it's not them who need to get the clients.  It's the partners. 

• And getting work from clients is called selling,
• Selling is a skill not a knowledge transfer exercise which means role play and
• Getting good at a skill takes time; more than the 6 hours offered.

"The training you ran was well received but doesn't seem to have changed behaviour" they say

I wonder why?