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Secrets of Selling Services: Everything You Need to Sell What Your Customer Can't See—from Pitch to Close by Stephan Schiffman

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5THE BENEFITS OF INTANGIBLES

Some things just can’t be seen. They can’t be touched. They can’t be tasted, felt, or heard. Nonetheless, we couldn’t do without them. Let me give you an example.

A while back, I was preparing a presentation for an important conference. I’d been invited to give a keynote, and I was as nervous as a schoolgirl before her first prom. The conference was 10 days away, and I found that I couldn’t sleep. I couldn’t eat. I was having regular nightmares, during which I’d toss off the blankets and kick down the sheets.

My wife, not unreasonably, brought this to my attention. “Look,” she said, “you’re obviously bothered by something. And it’s keeping both of us up at night. Get help for whatever’s plaguing you, or you and I ...

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