There is a certain type of person we can call a non-believer. This person is something more than skeptical, bordering on cynical. They refuse to make any change to how they sell, even when provided with hard evidence that they could improve their results. Even though the non-believer is failing, they are unwilling or unable to give up what worked perfectly for them two decades ago. Not only have things changed, but the acceleration of change has been breathtaking.