The 'how-to-think' approach can help in differentiating a service from its competitors by encouraging a different, creative view of marketing elements. It prompts individuals to ask specific questions like 'What am I good at?' and engage in exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach fosters a deeper understanding of the service and its potential customers, which can lead to unique and effective marketing strategies that set the service apart from its competitors.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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