This little book is jam packed with stories, statistics, and other valuable information that will help you to sell your services (vs. a product). While some of the points he raises I was aware of, many other points were new to me and a bit counterintuitive. For example, you don't need to convince the customer that your services are superior. Instead, "you can accomplish just as much by convincing a prospect that your service is 'positively good.'" (p.182)I enjoyed reading this book and found the many stories relevant and revealing. I expect that I will re-read this book someday.Karen L. Jett, CMA, Author Grow Your People, Grow Your Business