Question
The 'how-to-think' approach in 'Selling the Invisible' is about questioning traditional marketing methods and finding effective alternatives. It emphasizes the importance of understanding the thought processes and asking the right questions to reveal opportunities and issues that may have been overlooked with a conventional marketing approach. This approach is particularly relevant for service companies, as their offerings are abstract and their effectiveness and value are hard to measure from a customer's perspective. Therefore, adopting a 'how-to-think' approach can help these companies better understand their customers and tailor their services to meet their needs.
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Later chapters such as "Planning: The Eighteen Fallacies", "Anchors, Warts, and American Express: How Prospects Think", and "The More You Say, the Less People Hear: Positioning and Focus" continue the "how-to-think" approach by questioning traditional marketing staples and learning how to find effective alternatives. These chapters help readers better understand how the right thought processes and the right questions often reveal opportunities and issues that may have gone unnoticed with a more traditional marketing approach.
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