Secrets of Selling Services: Everything You Need to Sell What Your Customer Can't See--from Pitch to Close Book

Acknowledgments ix

Introduction xi

1 Selling What You Can't See 1

2 Client Challenge: "What Can You Do for Me, Anyway?" 7

3 Sell on the End Result 15

4 Client Challenge: "I Don't Need That!" 23

5 The Benefits of Intangibles 31

6 "But Can't I Do That Myself?" 37

7 Services in the Age of the Internet 45

8 "How Do You Know What I Want?" 51

9 Confirming Your Credentials 59

10 Client Challenge: "When Will I Start to See a Difference?" 65

11 The Basics of Good Communication 73

12 Client Challenge: "I Don't Understand What You're Saying" 79

13 Styles of Communicating 87

14 Client Challenge: "We're Talking Past Each Other" 93

15 The Importance of Good Listening 101

16 Client Challenge: "Do You Understand What I Need?" 109

17 Selling A Personal Relationship 117

18 Client Challenge: "How Do I Know You'll be there for Us?" 125

19 Building Confidence 133

20 Client Challenge: "Why Should I Trust You?" 141

21 Your Responsibility to Your Client 149

22 Client Challenge: "Someone Else Can Do It Better!" 157

23 Building Your Brand 165

24 Client Challenge: "We're Giving Up Too Much Control" 171

25 Creating Client Confidence 179

26 Client Challenge: "What's This Going to Cost Me?" 187

27 Negotiating the Agreement 193

28 Client Challenge: "What Guarantees Can You Give Me?" 201

29 The Importance of Customer Service 209

30 Conclusion 217

Index 221