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

25CREATING CLIENT CONFIDENCE

It doesn’t seem that long ago that a young, naive salesman sat in a conference room, thumbing through the papers in his briefcase, waiting for his first sales call to start. He could feel his palms sweating, and he pulled out a handkerchief from his pocket and touched it to his forehead. Ten in the morning, and his stomach felt empty. He could sense a rumble from his midsection that sounded like a volcanic eruption.

The door opened, and the client walked in. The salesman stood up and shook hands, conscious of the fact that his shirt was sticking to his back and his clothes felt two or three sizes too large. Too large, hell! He was waddling in his suit. Who picked this thing out, anyway?

And why was his mouth so dry? ...