What They Can't See
How to sell what people can't touch, test, or taste
Coming in 2027
About the book
Most sales books start with the salesperson. This one starts with the customer — because in the world of intangible services, the only instrument for making what you sell visible is you.
There's no showroom for service industries. No test drive. No side-by-side comparison on a shelf. The person buying is often in crisis, often exhausted, often deciding on behalf of someone they love, and rarely in a position to evaluate what they're being promised. You cannot demonstrate your way to a sale in that world. You have to think your way there.
This book is the process I built instead.
It's not a theory book. It's meant to feel lived in — like sitting with someone who's been in the field for 25 years, with advice from that career. The stories are real, the detail is protected.
The Seven Steps
-
Mindset — The meeting is the unit of work. Not the quarter, not the pipeline, not the deal.
-
Agenda — The four P's, and why your customer's first yes is to the agenda.
-
Rapport — Trust is the goal. Likeability is the byproduct.
-
Discovery — Indicators versus motivators, and the four kinds of questions that get you from one to the other.
-
Guide — You're Yoda, not Luke. The customer is the hero of their own story.
-
Decision — Why you'd rather not have the moment.
-
Mutual Agreements for Next Steps — There is always a next step, and not just for the buyer.
