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

12CLIENT CHALLENGE: “I DON’T UNDERSTAND WHAT YOU’RE SAYING”

Some of you reading this book (I hope, most of you) probably read Alice in Wonderland when you were younger. You may even have read its companion piece, Alice Through the Looking-Glass. If you’re familiar with the latter, you might recall Alice’s conversation with Humpty Dumpty on the subject of words:

“I don’t know what you mean by ‘glory,’” Alice said.

Humpty Dumpty smiled contemptuously. “Of course you don’t—till I tell you. I meant, ‘There’s a nice knock-down argument for you!’”

“But ‘glory’ doesn’t mean ‘a nice knock-down argument,’” Alice objected.

“When I use a word,” Humpty Dumpty said in rather a scornful tone, “it means just what I choose it to mean—neither more or less.”