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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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15THE IMPORTANCE OF GOOD LISTENING

A couple of weeks ago, I was making my way out of the apartment on my way to work. It was a Friday morning, as I recall, and I had a lot of end-of-the-week stuff on my mind. My wife was in the kitchen, putting the breakfast dishes in the dishwasher, when she called out something to me.

Now, as I say, my mind was elsewhere. I was in a hurry. I had two important meetings, both of them some distance away. And it was raining.

All of which is to say that I wasn’t paying much attention. What I heard was, “See you this evening, Steve.”

What my wife actually said to me, according to her later recollection, was, “Steve, don’t forget we’re going out to dinner with Bob and Janice this evening. You won’t have time to come ...

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