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  1. Consistently profitable decision-making isn’t based on luck.
  2. It isn’t based on being or having the smartest person on your team, either.
  3. It’s about having a solid and rigorously vetted strategy that fits your firm’s needs and goals, and, critically, communicating that to all members of your team that handle that process.
  4. You have to not only understand what your customers think about your offerings, but also how.
  5. That requires analyzing transactional data and consumer communications at all stages of your sales cycle.
  6. It also often requires investment in your team. Remember: if you train your team, they’ll improve, and may leave… If you don’t, they won’t improve, and will certainly stay.