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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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18CLIENT CHALLENGE: “HOW DO I KNOW YOU’LL BE THERE FOR US?”

Remember Marlene Dietrich?

Probably not; most people don’t these days. This is one reason I don’t go to the movies very much anymore. I’ve become disillusioned with Hollywood—not that I had that many illusions to begin with. But these days it seems, more and more, that nothing gets to the big screen unless it’s got lots of explosions, foul language, nudity (or something close to it), and killer robots.

Back in the great days of movies, movies were about something. Movie stars dominated the screen by the sheer force of their personalities, by the charisma they brought to the picture.

To me, Dietrich was the embodiment of this. She started her career on stage in Germany in the 1920s, and ...

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