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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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9CONFIRMING YOUR CREDENTIALS

This story was told to me by a friend. I can vouch for its accuracy, amazing as it sounds.

My friend is in her forties but looks a bit younger. Still, she’s got a few gray hairs here and there (I know she won’t mind me saying this, because it’s essential to understand the story that follows). She and a friend of about the same age went into a bar in a little town in New Jersey, where they happened to be staying.

Her friend ordered a beer, and Jessica (not her name) asked for a cocktail. This is where she started to get the sense that maybe they do things a little differently in Jersey.

“Can I see your ID?” the server asked.

Jessica was a little bemused. She hadn’t been carded in, oh, probably 10 years. Still, she ...

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