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

24CLIENT CHALLENGE: “WE’RE GIVING UP TOO MUCH CONTROL”

Some years ago, in the company of my children, I went to Disneyland in California.

I’m not big on theme parks, and after this experience I haven’t changed my opinion. Disneyland, to me, felt oddly like being thrust back into a sort of idealized 1950s—it wasn’t reality, just a simulation of it. But it’s definitely a place for kids. We were surrounded by hordes of them, chattering, laughing, and shrieking.

We decided to try a couple of the rides. These included—naturally—some of the roller coasters. The first one we got on, Thunder Mountain, took us slowly up the first hill. Then we plunged down into a tunnel, spun right with a shriek of metal on metal, and sailed back into daylight before ...