The Case of the Reluctant Customer

When it comes to buying professional services, many prospects think they might be better off on their own. Your job is to change their minds

Rocket scientists and brain surgeons have it easy. They seldom hear their customers or patients tell them, "I can do this job myself. Why should I pay you?" But for those of us who sell services that could be deemed easy enough to do by yourself or within your company, it's a constant struggle to find customers who understand the value of hiring a professional. No matter what type of service you sell -- accounting, design, speaking, house painting -- the challenge is the same.

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