Ever wondered what separates the good from the truly great in sales? It's not just charm and a killer pitch. I recently sat down with Paul M. Caffrey, co-author of "The Work Before the Work," for a fascinating chat on my Breaking Beliefs podcast. Paul's journey from lab coat to sales superstar offers some seriously eye-opening insights into what it takes to reach the top of your game.

The lifeblood of any successful accounting firm is its ability to attract, convert, and retain clients. Central to this is understanding the sales cycle—the process from identifying a potential client to closing a deal and beyond.