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

20CLIENT CHALLENGE: “WHY SHOULD I TRUST YOU?”

Perhaps there aren’t many readers of this book who remember the presidential campaign of 1976. It was a difficult time for America. Two years before, Richard Nixon had resigned the presidency in disgrace. His first vice president, Spiro Agnew, was already out of office, having been caught taking bribes (in the White House, no less!), and Nixon was followed by his new VP, Gerald Ford. Ford was a former senator from Michigan whose most notable accomplishment up to that point had been serving on the Warren Commission, which investigated the assassination of President Kennedy.

The country was wracked by inflation as well as a crisis of confidence over the disastrous course of the Watergate scandal. To ...