If you want to gain new customers and impress existing ones with your commitment to delivering quality work, there is an art to the sell. Think about an area where you have some level of experience—woodworking, cycling, car repair, etc. Now think about times when you have had conversations with other people about that topic. You can usually tell if they know what they’re talking about. Guess what? Other people can do the same. When a current or potential client asks about quality management, you must be able to talk the talk. If you don’t, they will know that you can’t walk the walk.