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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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6“BUT CAN’T I DO THAT MYSELF?”

There’s a story—it might be apocryphal, I don’t know—about a tech support guy who was sitting at work one day when the phone rang.

“Hello, this is Mike in tech support. How can I help you?”

“Uh, hi. I’ve got a problem with my computer. Can you tell me what to do?”

“Sure. What seems to be the problem?”

“Well, the coffee cup holder on my machine doesn’t seem to be working.”

The tech shook his head to clear his ears. He removed his headset and blew into the earpiece.

“I’m sorry,” he said. “Did you say your … uh …”

“Yeah, my coffee cup holder on the side of my computer. It doesn’t seem to be working anymore.”

The tech felt a faint throbbing start around his temples. Keeping his voice very calm, he said, “I’m sorry, ...

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