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

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CONCLUSION

In the trial scene of Lewis Carroll’s Alice’s Adventures in Wonderland, the White Rabbit reports the finding of some verses that may have a bearing on the case of the Knave who stole the tarts.

“Read them,” said the King.

The White Rabbit put on his spectacles. “Where shall I begin, please your Majesty?” he asked.

“Begin at the beginning,” the King said, very gravely, “and go on till you come to the end: then stop.”

There’s some good advice for authors there. As any writer will tell you, the hardest part of writing a book is beginning it; the second hardest part is stopping.

This seems like a good place to stop. We’ve talked extensively about the difference between selling a product and selling a service, and we’ve reviewed a lot of ...

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