28CLIENT CHALLENGE: “WHAT GUARANTEES CAN YOU GIVE ME?”
All right, I’ll say it for the last time: Selling a service is about making promises. You’re selling your company’s ability to do something, usually better than your client could do it for her- or himself. You’re making a promise that the client will realize specific benefits from this service at some point in the future. If you’ve been listening to me through this book you know that you have to, as much as possible, quantify these benefits in dollars and cents, since ultimately any business exists to make money.
This means that when the rubber hits the road, your service has to do what it says it’s going to do. This also means you’ve got to be precise and straightforward in spelling out ...
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