Sales skills are often the missing link for firm owners who are highly technical but struggle to confidently enroll clients, and this conversation with Rob Jolles breaks down what actually changes outcomes in real sales conversations. Rob draws from decades of experience working with Fortune 500 companies to explain why asking better questions, listening more deeply, and shifting from order-taking to true problem solving are the foundations of trust and conversion. The discussion moves through practical techniques like open-ended questioning, trial closes, and understanding client motivation, while also challenging common fears around persuasion and pricing. At its core, this conversation reframes sales as a human, consultative process rooted in clarity, curiosity, and the ability to guide clients toward better decisions without pressure or manipulation.