Selling the Invisible addresses the abstract nature of services by focusing on customer service and relationships and their impact on sales. It discusses how to use customer complaints to improve a service and better position that service. It also talks about more clearly defining a service and the targeted customers. This approach helps in dealing with the abstract nature of services as it emphasizes on the intangible aspects like customer relationships and service improvement.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
View summary