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The principles in Selling the Invisible can be applied to other industries by focusing on customer service and relationships. This includes using customer complaints to improve a service, better positioning that service, and more clearly defining a service and the targeted customers. These principles can create significant insights and breakthroughs in any industry.
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While readers will find the traditional marketing elements such as product, promotion, place, and price – the focus of Selling the Invisible is on how customer service and relationships impact sales. From how to use customer complaints to improve a service and better position that service, to more clearly defining a service and the targeted customers, the material Beckwith presents will surely create some "aha" moments, if not a genuine epiphany!
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Service companies often struggle with marketing efforts because their “product” is not a physical thing. Services are abstract and their effectiveness...
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