Why isn’t that client opting for the higher level of service? Why hasn’t that prospect accepted my proposal? Why can’t these people see the value in what I do? Can’t they see I’m an investment, not a cost? Oh, sorry—I’m not talking about your clients and prospects. I’m speaking for your current and potential vendors, i.e., that means you, but from someone else’s perspective. In this article, the author proposes that we reflect on why prospects shop for services and recognize that, perhaps, we are not offering them what they need and that we too do the same. Why isn’t…