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The following presentation was from WordCamp Boston 2012 and titled "Roping, Scoping and Closing Deals: How to Sell, WordPress". The description below can be found on the WCBOS website:
Design and development are just half the battle when it comes to running a WordPress services organization. Understanding how to sell and how to sell WordPress specifically is key to the success of any web design / development shop that banks on WordPress. “Selling WordPress” touches on the sales process, how to scope out WordPress projects with clients and sell WordPress as an ideal CMS.