If it's your ability to solve problems, share how you do this. Although prospects and customers may not have time to go through a rigorous process of analyzing your strengths, they do develop a picture of your company in their minds. It's your job to make sure that image fully reflects the substance of what you offer. Selling services is neither easier nor more difficult than selling tangibles. Both are demanding and share certain similarities.
Success is a matter of mastering the subtleties.
John R. Graham is president of Graham Communications, a Quincy, Massachusetts marketing services and sales consulting firm founded in 1976. Mr. Graham writes for a variety of publications and speaks on business, marketing and sales topics for company and association meetings. Read about company identity . Read about customer psychology . Read about benefits .