McDonald, Malcolm. <br/><br/>
How to sell a service / 
Malcolm H.B. McDonald with John W. Leppard. 
 - 2nd ed. 
 - Oxford :  Heinemann Professional on behalf of the Institute of Marketing,  1988. 
 - 265 p. +  pbk. 
 - Marketing series (London, England) .
<br/><br/> Includes index. 
<br/><br/>The problems associated with selling a service -- Reaching the customers -- Opening the sales interview -- Benefit selling -- Dealing with objections -- Techniques for closing the sale.  
<br/><br/><label>ISBN: </label>0434912883  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Selling<br/>Service industries
<br/><br/><label>Dewey Class. No.: </label>658.85