by Jeff Sexton
The thing is, when it comes to higher end services, what people are buying, in addition to the service, is freedom from worry, freedom from aggravation, and the ability to take an area of responsibility off of their plates.
If you sell what people are really buying, it might require you to sell a more comprehensive service than what you are used to. On the other hand, you’ll be able to sell at much higher margins, with greatly reduced low-priced or commoditizing pressure.
