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

22CLIENT CHALLENGE: “SOMEONE ELSE CAN DO IT BETTER!”

Question: How many actors does it take to screw in a lightbulb? Answer: A hundred and one. One to screw it in, and a hundred to say, “I could have done it better.”

I remember hearing that joke back in my much younger days when I was involved in theater. It’s the sort of self-deprecating pleasantry that aspiring actors toss around to keep themselves grounded in some sort of reality. I still think it’s funny, especially when you put it against the self-important, ego-inflating nonsense that some actors spout in the pages of popular magazines and on talk shows. Besides, the joke represents a measure of reality. There are practically no activities you can engage in that someone, somewhere, doesn’t ...