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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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26CLIENT CHALLENGE: “WHAT’S THIS GOING TO COST ME?”

A while back I decided that we needed a new television for the bedroom.

I should make clear that I’m not one of these people who want to have a television in every room of the house. But when we’re lying in bed in the evening, it’s nice to be able to tune into something—a late-night talk show, a movie, something on the Travel Channel—and doze off to it.

I went to a well-known electronics retailer and started looking through the store’s selection of televisions. A salesperson came up to me and asked if he could help.

“I want a TV,” I said.

“Well,” he replied, gesturing at the banks of screens surrounding us, all playing some football game, “you’ve come to the right place.” He looked around. “This ...

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