By John Doerr, Contributing Editor
"…but I know it when I see it."
- Potter Stewart, Associate Justice, United States Supreme Court
In writing his ruling on pornography, Justice Stewart probably sounded like so many of the clients you work with as a professional service provider. Since you are selling something clients cannot see or touch, they have a hard time knowing exactly what they are buying and what value they will get in return.
Thus, one of the greatest difficulties in selling professional services is helping potential clients to understand exactly what outcomes they get when they work with you, and then communicating this benefit to other people involved in the buying decision.
Whatever your service may be, engaging it will somehow change your clients' world. In other words, you will create a New Reality for them.
To do this well, you need to:
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