Most people don't like to talk about their failures, especially when they are trying to sell consulting services. And nobody wants to hear about failure either.
Or do they?
A good reason for buying from you is to help them avoid the mistakes that others have made, They DON'T want to fail! And so talking through failures can be extremely valuable and doesn't reduce your credibility - it actually adds to it!
(Sneaky tip: if you really don't feel comfortable about it being your failure, you can always couch it in things like: I knew a situation once where... It works pretty well too!)
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