In a world obsessed with ambitious goals, aggressive targets, and bold sales projections, telling someone “never promise what you cannot deliver” may seem almost counterintuitive. However, after 22 years of coaching senior business aircraft sales professionals—working at OEMs and brokerage—I’ve seen first hand how this principle, when truly understood and applied, becomes a differentiator, not a limitation. Here’s why that advice is so important and how it underpins sustainab

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