In my career in consultative sales, I’ve learned that the most successful client relationships aren’t built on scripts or sheer force of will. They are built on a partnership that feels strikingly similar to the bond between a rider and a horse. When you’re in the saddle, you quickly learn that you cannot simply command the horse to move. If you pull the reins too hard or drive with your heels in frustration, the horse will tense up, resist, or stop altogether. You have to li