When you sell a service, you're selling a promise. Buyers cannot evaluate what doesn't yet exist—they can only decide whether to trust you.

Selling the Abstract is a guide for professional services firms navigating this fundamental challenge. Written from two decades of experience in B2B marketing, it offers a grounded approach to building credibility, reaching decision-makers, and earning consideration in complex buying cycles.

The book covers positioning, content strategy, digital channels, demand generation, account-based marketing, and the evolving role of AI—always with an emphasis on practical application. Alongside frameworks and ideas, you'll find checklists, tools, and mental models designed to turn strategy into action.

This is not a book of theories. It's a collection of lessons learned from campaigns that worked, pitches that didn't, and the hard-won understanding that in services marketing, trust is not a differentiator—it's the foundation.

• Paperback: 246 pages
• Publisher: White Falcon Publishing; 1 edition (June 2026)
• Author: Amit Khanduja
• ISBN-13: 9789376310616
• Product Dimensions: 6 x 9 inch

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