Demonstrate expertise and authority in your field from "summary" of Selling the Invisible by Harry Beckwith
To sell services, you must be seen as an expert. This means you need to know your stuff inside and out. You need to understand the nuances, the intricacies, the subtleties of your field. You need to be able to answer any question thrown your way with confidence and ease. You need to exude authority in everything you say and do. Expertise is not just about knowledge; it's also about experience. Clients want to know that you have been there, done that, and have the scars to prove it. They want to feel like they are in capable hands, that they can trust you to guide them through the complexities of their problem. But expertise and authority are not just about what you know; they are also about how you present yourself. You need to be confident, but not arrogant. You need to be asser...
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