We’ve all heard the classic rule of sales: always be closing, but is that really the key to getting more sales? In this episode of The Go-To, we explore how two companies – one product-based and one service-based – have put their customers and clients at the centre of their decision making. Hear from two experienced founders, Joanna Griffiths of Knixwear and Aneela Zaib of EmergiTEL as they share how listening to their customers has seriously changed the game for their businesses.