As Snoop says in a recent Corona beer commercial, "the best plan is no plan."
Same applies to "unstructured play" for kids.
Pull back on the organized activities. Let them just run around and mess stuff up.
Let 'em fall and skin their knees. Let them get lost and find their way out. They'll learn more and be more resourceful and creative.
The same logic works for convos with prospects and customers.
Take away the agenda, the choreography, the guardrails. Don't insist on being in the driver's seat all the time.
Why? What happens when you get them to open up about what's important to THEM?
I'll tell you: You learn about their business priorities, drivers. Their hopes and fears. So your relationship can be stronger.
And you'll differentiate yourself as not just a typical sales rep or CSM.