Today's words of wisdom come from "Selling the Invisible" by Harry Beckwith.

"Most companies in expert services - such as lawyers, doctors and accountants - think that their clients are buying expertise. But most prospects for these complex services cannot evaluate expertise: they cannot tell a really good tax return, a clever motion or a perceptive diagnosis. But what they can tell is if the relationship is good and if the phone calls are returned.

Clients are expert at knowing if they feel valued.

In most professional services, you are not really selling expertise - because your expertise is assumed, and your prospect cannot intelligently evaluate your expertise anyway. Instead you are selling a relationship. And in most cases that is where you need the most work.

If you are selling a service, you are selling a relationship.

The development of relationships is an essential part of the BNI programme. Both within the chapter and ultimately through the relationships that you form through the introductions from your fellow chapter members.