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

17SELLING A PERSONAL RELATIONSHIP

Back in the dim and distant past of the early 1970s, when the world was still divided into the two hostile camps of East and West, the leader of the Free World was a man who had cut his political teeth as an ardent anticommunist. During the 1950s, he’d been a leader of the forces within the U.S. Senate sniffing out communism at home and abroad. His first campaign for senator was against the California incumbent, Helen Gahagan Douglas, whom he described, in a telling phrase, as “pink right down to her underwear.” Douglas lost and passed into a historical footnote. The victor in the race went on to become vice president in the Eisenhower administration, where he continued his anticommunist activities. After several ...