If it's not in writing, it's not a goal. An unwritten want is a wish, a dream, a never-happen. If it's in writing, it's a commitment.
2. If it's not specific, it's not a goal. Broad desires and lofty aims have no effect. It must be concrete.
How important is it that your services are easy to sell? Wouldn't it be even better if they were easy to buy?
Why is selling a service so different from selling a product? In some ways, the principles should be the same. The objective is to get the prospect to agree that the way to solve their problem is to use your product or service.