Think of your service model. You may provide 85 services for your client over the lifetime of the relationship, but none of those 85 services are proprietary to you; a client can find them elsewhere.
Think of those 85 things like 85 bricks in front of you. Your process is the mortar that holds it all together. You're not selling products. You're not asking people to buy something. You want clients to buy into your process.
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