Selling the Invisible

I'm reading a phenominal book called Selling the Invisible by Harry Beckwith. Quick read with constant nuggets of wisdom for anyone selling a service.

Your prospects feel like the jurors in case after case. Befuddled by the facts and often mistrustful of the parties offering those facts, these jurors look beyond the facts, to things like the shine of the defendant's shoes, the niceness of the defendant's attorney, and a dozen other irrelevant details.

Appeal only to a prospect's reason, and you may have no appeal at all.

Words to live by.