Change the rules by going with the flow

But doesn’t changing the rules mean not going with the flow?

Not always.

Sometimes, we’re so busy going against the flow that we don’t think to follow it:

• They’ll want to shop around anyway, why not anticipate it and do the research for them, showing them where the best deals are (and where you come out on top)?
• You’re going to voicemail anyway, why not anticipate it and prepare some wonderful, value-packed voicemails to give to them each time you end up there?
• They’ll need a moment to think anyway, why not anticipate it and offer it to them with an iced beverage before they ask to be excused?

Sometimes the flow has precisely what we need–we’re just too busy resisting it.